Snapchat is due to reach 1 billion US dollars in US ad revenue before the end of 2018. Whilst it will generate just over a third of that amount this year, the figure will dramatically surge over the next two years due to increasing interest from advertisers. Principal analyst, Cathy Boyle, said that “advertisers are attracted to Snapchat for its broad reach among young millennials and those in Generation Z”. The platform recently expanded its advertising portfolio. Meanwhile, whilst the app currently gets 98% of its ad revenue from the US, that is expected to drop to as low as 25% by 2018, due to expanding user bases around the world.