Xiaomi Monthly Active Users (MAU) Across Platforms

Devices. Pixabay Image.

This article presents Xiaomi’s monthly active users (MAU) across different platforms, consisting of Smartphones & Tablets, AI Assistant, Home App, and Smart TV.

Let’s get into the MAU numbers!

For other statistics of Xiaomi, you may find more information on this page: Xiaomi key stats.

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Definitions

To help readers understand the content better, the following terms and glossaries have been provided.

Xiaomi MAU: Xiaomi calculates its global MAU based on specific parameters outlined in its financial and investor relations frameworks:

1. The Core Calculation Formula

At its most basic level, Xiaomi’s MAU follows the standard industry structure:

$$\text{MAU} = \text{Number of unique active users in a given 30-day window (or calendar month)}$$

No matter how many times a single user opens an app, logs into their account, or interacts with their device during that month, they are de-duplicated and counted exactly once.

2. What Counts as an “Active User”?

Unlike a standalone app (like Spotify or Netflix) where an active user is defined by logging into a specific app, Xiaomi tracks MAU primarily at the operating system level—historically through MIUI, and now through Xiaomi HyperOS.

Xiaomi defines an active user based on device interaction:

• The OS Metric: A user is considered active if their unique device (smartphone or tablet) connects to Xiaomi’s network or background services and triggers an active session within the specified month.

• First-Party App Ecosystem: MAU is also tracked individually for Xiaomi’s built-in system apps and marketplaces. For example, GetApps (Xiaomi’s official app store) calculates its own MAU based on unique users who open the store or download/update an app during the month.

3. Inclusion of Hardware Types

In its official financial reporting, Xiaomi defines its Global MAU figure as the sum of unique active users across both smartphones and tablets.

• Note: Devices on their AIoT (Artificial Intelligence of Things) platform—like smart TVs, air purifiers, or wearable bands—are tracked under a separate metric called “Connected IoT devices,” rather than the core Global MAU metric, to keep internet service metrics clearly aligned with high-monetization screens.

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Insight & Summary of Xiaomi’s Monthly Active Users (MAUs) Across Different Platforms

The following analysis consolidates the trends observed across Xiaomi’s monthly active users across different platforms for the 2018–2025 period.

• Global MAU: Strong Scale, Decelerating Growth Xiaomi’s global MAU base expanded from 242.1 million (FY2018) to 754.1 million (FY2025), more than tripling over seven years at a 17.6% CAGR. The growth trajectory, however, tells a more nuanced story: the 2019–2021 period was characterised by consistently high 27–28% annual growth driven by aggressive hardware expansion, particularly in international markets. From FY2022 onward, growth has decelerated sharply — 14.4%, 10.2%, 9.5%, and 7.4% in successive years — tracking the natural saturation curve of a scaled-up global installed base. The FY2023–FY2025 average of 9.0% growth against 699.2 million MAU positions Xiaomi solidly in the high-single-digit normalisation phase. While deceleration is expected at this scale, sustaining above-market growth requires continued international market penetration and product category expansion beyond smartphones and tablets.

• Chinese Mainland: Slower Growth, Declining Share, Renewed Stability Chinese Mainland MAU grew from 109.0 million (FY2019, the first available reading) to 190.4 million (FY2025). The domestic trajectory is notably different from global: mainland MAU contracted to just 1.8% growth in FY2020 amid competitive pressures from domestic rivals and the impact of COVID restrictions on device activations, before recovering to 16.9% in FY2021. More structurally significant is the declining share of global MAU: mainland users represented 35.2% of the global base in FY2019 but have compressed steadily to approximately 24–25% since FY2022 — the FY2023–FY2025 average sits at 24.7%. This reflects faster international market growth rather than any domestic weakness, but it does confirm that Xiaomi’s incremental user additions are increasingly occurring outside China. Mainland growth has re-stabilised at 8–11% in recent years, suggesting the domestic base is entering a mature steady-state with a healthy but not exceptional organic growth profile.

• Xiaomi AI Assistant: The Emerging Acceleration Story The Xiaomi AI Assistant platform grew from 38.8 million (FY2018) to 159.9 million (FY2025) at a 22.5% CAGR — the second-fastest in the dataset on a long-run basis. More strategically significant is the recent growth re-acceleration: after bottoming at 6.7% in FY2023 (when post-COVID normalisation compressed most platform metrics), AI Assistant growth accelerated to 12.1% in FY2024 and 16.6% in FY2025. This is the only platform in the dataset exhibiting sequential growth acceleration over the most recent three-year period, and its timing aligns directly with the broader industry inflection in generative AI and smart assistant adoption. With a FY2023–FY2025 average growth of 11.8% and a clear upward trajectory, the AI Assistant platform is the one metric in this dataset that warrants close monitoring as a forward indicator of Xiaomi’s positioning in the emerging AI-native consumer experience layer.

• Xiaomi Home App: Ecosystem Depth as a Competitive Moat Xiaomi Home App is the highest-growth platform over the full period — 20.3 million (FY2018) to 112.7 million (FY2025) at a 27.7% CAGR — reflecting the compounding effect of Xiaomi’s IoT ecosystem strategy. Every new connected device added to the home (smart speakers, air purifiers, robot vacuums, lighting systems) deepens Home App engagement, creating a stickiness dynamic absent in other platforms. The FY2023–FY2025 average growth of 14.2% is the highest of the five platforms and remains in double-digit territory despite the base now exceeding 100 million users. The Home App trajectory is arguably the most strategically important metric in the dataset: it is the clearest measure of ecosystem lock-in and the degree to which Xiaomi is building a recurring-engagement platform that extends far beyond its hardware business model.

• Smart TVs: Maturing Category, Structurally Decelerating Smart TV MAU grew from 18.6 million (FY2018) to 74.8 million (FY2025) at a 22.0% CAGR, with early-period growth that was exceptional — 48.9% in FY2019, 47.7% in FY2020 — driven by Xiaomi’s aggressive hardware pricing in the smart TV category. Since FY2021, growth has decelerated sharply: 21.0%, 17.2%, 13.8%, 7.1%, and 5.8% in successive years. The FY2023–FY2025 average of 8.9% is approaching the low single digits and tracks closely with household TV replacement cycles rather than any secular growth dynamic. Smart TV MAU is the clearest example of a maturing category within the Xiaomi ecosystem: meaningful scale achieved, but incremental growth now dependent on market share rather than market expansion.

• Structural Takeaway: The divergence between platform growth rates is increasingly pronounced and strategically informative. The Home App and AI Assistant — the two platforms most directly connected to software services, ecosystem engagement, and AI — are either sustaining or accelerating growth. Smartphones/tablets (Global MAU) and Smart TVs are decelerating toward maturity. This bifurcation confirms that Xiaomi’s most valuable long-run growth opportunity lies in deepening monetisation across its software and services platforms rather than continued hardware unit expansion. The 9.0% global MAU growth average provides a solid user base foundation, but the real value creation differentiator over the next five years will be determined by how effectively the AI Assistant and Home App platforms convert scale into revenue-generating engagement.

The table below combines all key Xiaomi’s MAU metrics into a single view for the latest three fiscal years.

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Xiaomi’s MAU across different platforms such as smartphone, tablets, etc.

You may find more information about how Xiaomi measures its MAU here: Xiaomi MAU.

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Xiaomi’s MAU Growth across different platforms such as smartphone, tablets, etc.

You may find more information about how Xiaomi measures its MAU here: Xiaomi MAU.

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Xiaomi’s Chinese Mainland MAU as % of Global MAU

You may find more information about how Xiaomi measures its MAU here: Xiaomi MAU.

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Credits And References

1. All data presented in this article were obtained and referenced from Xiaomi’s quarterly and annual reports published on the company’s IR: Xiaomi Investor Relations.

2. Pixabay Images.

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Disclosure

We may use artificial intelligence (AI) tools to assist us in writing some of the text in this article. However, the data is directly obtained from original sources (usually the quarterly and annual reports) and meticulously cross-checked by our editors multiple times to ensure its accuracy and reliability.

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