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On Wednesday, Benchmark analysts maintained a Hold rating on Snap Inc (NYSE: NYSE:SNAP) shares, currently valued at $18.13 billion by market cap. They cited concerns about the company’s ability to sustain revenue growth in the face of increasing non-GAAP expenses, which are expected to rise by approximately 14% year-over-year in 2025, according to the midpoint of the company’s guidance. While InvestingPro data shows the company isn’t currently profitable, analysts predict profitability this year.
The analysts noted that Snap’s revenue has stabilized, with InvestingPro showing a 13.66% revenue growth in the last twelve months. However, they are looking for stronger revenue momentum going into 2025 that can match the anticipated expense growth. Snap’s challenges include lagging behind competitors like Meta (NASDAQ:META), Google (NASDAQ:GOOGL), and TikTok in terms of social engagement and the use of machine learning and artificial intelligence infrastructure. According to InvestingPro’s comprehensive analysis, available in the Pro Research Report covering 1,400+ US stocks, the company’s overall Financial Health Score is rated as FAIR.
Another point of concern for the analysts is the decline in Snap’s daily active users (DAUs) in North America during the fourth quarter, which raises questions about the company’s potential for future revenue growth. Benchmark’s estimates suggest that Snap’s North America revenue, excluding Snapchat+, grew by around 5% year-over-year, compared to the reported 11% increase.
The analysts also expect Meta and TikTok to expand their share of the U.S. digital market in 2025 by an additional 100 basis points and 50 basis points, respectively, reaching approximately 24% and 4%. In contrast, Snap’s market share is expected to remain flat at about 2%. To compete effectively, Snap would need to improve its direct response advertising stack and return on ad spend, which industry sources have not yet confirmed.
Despite these concerns, the analysts see a potential upside for Snap’s stock later in the year. They anticipate that brand comparisons will improve in the second half of 2025, following what is projected to be a challenging first quarter with a tough year-over-year comparison of a 12% increase. This outlook aligns with InvestingPro’s Fair Value assessment, which suggests the stock is currently undervalued, while the stock has already shown strong momentum with a 33.18% price return over the past six months.
In other recent news, Snap Inc. has been the subject of numerous analyst reports. Cantor Fitzgerald maintained its neutral stance on Snap, keeping the price target steady at $12, citing robust performance in the company’s Snap+ and direct response segments. Rosenblatt Securities also kept a neutral rating but increased their price target to $12, noting Snap’s ongoing shift from brand to performance marketing. Barclays (LON:BARC) confirmed an Overweight rating on Snap with a steady price target of $16, highlighting a 14% year-over-year increase in total revenue and strong Direct Response advertising sector growth.
Morgan Stanley (NYSE:MS) reiterated its Equalweight rating on Snap with a price target of $10, acknowledging better than expected results but expressing a need for more consistent performance. Wolfe Research maintained a Peer Perform rating on Snap’s shares, citing factors such as decelerating top-line growth and persistent macroeconomic volatility. All these developments are recent and provide a glimpse into the varying perspectives analysts have on Snap’s financial health and future prospects.
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