This article keeps track of and compares the monthly active user metrics of social media companies such as Facebook, Pinterest and Weibo.
For companies such as Twitter and Snap, they do not publish the monthly active user metrics.
Instead, they have the daily active user metrics which can be found on the following page.
Facebook defines its monthly active users or MAUs as registered and logged-in Facebook users who visited Facebook through its website or a mobile device or used its Messenger application, in the last 30 days as of the date of measurement.
Similarly, Pinterest defines a monthly active user as an authenticated Pinterest user who visits its website, opens the mobile application or interacts with Pinterest through one of the browser or site extensions, such as the Save button, at least once during the 30-day period ending on the date of measurement.
For your information, Weibo is a Chinese social media company and operates mainly in China but users around the world can use and share content on Weibo platforms.
Weibo operates in a similar way as Twitter in which any user can create, post and share content on its platforms.
According to Weibo 2020 annual report, the company offers several products for users to express themselves on its platforms, including a post, an individual page, a story, top articles, Weibo Q&A and Weibo Live Streaming.
Similarly, Weibo also publishes its monthly active user or MAU metrics and it is measured in nearly the same way as that of Facebook and Pinterest in which a user is counted as an active user when it logs on to the company’s social media platforms at least once on a monthly basis.
Therefore, most companies’ definitions of the monthly active users or MAUs are quite similar.
That said, we will go ahead and do a quick comparison of Facebook, Pinterest and Weibo’s monthly active users or MAUs to see how the numbers are stacking up to one another.
Let’s move on!
Wordwide or Global MAU
Worldwide or global monthly active users include all users from all geographical regions.
That said, Facebook’s worldwide MAUs reached 2.9 billion as of fiscal Q2 2021, well ahead of Pinterest global 454 million MAUs reported in the same quarter.
Year over year, Facebook’s worldwide MAUs reported in fiscal 2Q 2021 represent a growth rate of 7%.
On the other hand, Weibo’s MAU reaches 521 million as of fiscal 4Q 2020, a mere 1% year-on-year increase compared to the same quarter a year ago.
Since fiscal 2016, Facebook’s worldwide MAUs have been on a rise and have been growing at an average growth rate of roughly 10%.
Compared that with Pinterest, the company reported a slightly better MAUs growth rate.
Year over year, Pinterest’s global MAUs grew 9% in fiscal 2Q 2021, a modest growth rate slightly higher than that of Facebook in the same quarter.
While Pinterest has been able to grow its global MAUs at roughly 30% prior to fiscal 2021, its MAU growth rate has significantly slowed down as of fiscal 2021 Q2.
Weibo also experienced a similar slowdown in its monthly active user growth rate in fiscal 4Q 2020.
The company used to be able to grow its MAU at an average growth rate of nearly 10% prior to fiscal 2021 but that figure has dropped to only a low single-digit by the end of fiscal 2020.
On a side note, Facebook’s MAUs is a significant figure as it represents nearly one-third of the world’s total population of 8 billion.
In other words, nearly one-third of the world’s total population log on to Facebook at least once on a monthly basis.
Therefore, the number of people using Facebook is just enormous.
Similarly, the number of people hopping on Weibo’s platform on a monthly basis is also significant given that its user base comes entirely from China.
From the MAU figure of 521 million reported in fiscal Q4 2020, almost half of China’s entire population of 1.2 billion is using Weibo’s social media platforms.
North America MAU
If we look at the North American region alone, Facebook’s MAUs reached only 259 million in fiscal 2021 Q2.
On the other hand, Pinterest’s North America monthly active users are on the cusp of reaching 100 million in fiscal 2021 Q2 at 91 million users per month.
While Facebook’s North America MAUs are roughly 3X higher than that of Pinterest, its monthly user growth rates have only been around 5% on average in the last 3 years.
As of fiscal 2Q 2021, Facebook grew its Noth America MAU by a pathetic 1%, suggesting an MAU growth slowdown in the U.S. and Canada may persist going forward.
On the flipped side, Pinterest’s MAU growth in the U.S. has been on a tear in the last 3 years at about 10% per annum on average.
While that was the case prior to fiscal 2021, Pinterest’s MAU growth rate in the U.S. also experience a similar slowdown post-2021.
In fact, Pinterest’s North America MAU growth rate reversed to negative in fiscal 2Q 2021 at -5% when it reports an MAU figure of only 91 million in the same fiscal quarter.
Facebook’s MAU decline in North America is sort of expected as the company is becoming a mature social media company and has captured more than half of the entire population in the region.
But for Pinterest, it’s a surprise as it is still a young player in the social media space in North America with less than 100 million MAUs.
In terms of Europe monthly active users, only Facebook breaks down its European region MAUs.
Both Pinterest and Weibo do not separate out their Europe MAUs and instead, lumps them together with the international figures.
Therefore, I assume that the Europe MAUs figures for Weibo and Pinterest are not significant.
That said, Facebook’s Europe MAUs reached 420 million in fiscal 2021 Q2, a new high for the company.
Similarly, Facebook’s Europe MAUs growth rate averages only 5% since fiscal 2016, a rather weak figure similar to its North American counterpart.
Facebook’s MAU growth rate in Europe saw a significant decline in fiscal Q2 2021 to only 2.4%.
While Facebook’s monthly active user growth rate in Europe has slowed down, the MAU figures are still of significant importance in the context of the population of the European continent.
At 420 million monthly active users, this figure makes up more than half of the entire population of Europe.
Asia Pacific MAU
Again, Weibo and Pinterest do not specifically break down its Asia Pacific MAUs.
Therefore, I figure that both companies’ Asia Pacific MAUs (excluding China) are not having a significant impact on the company’s results.
That said, Facebook’s Asia Pacific MAUs are the highest among all regions in the world, at 1.3 billion active users on a monthly basis.
This figure constitutes more than one-fourth of the total population of the Asia Pacific.
Similarly, Facebook’s MAUs in fiscal 2021 Q2 were a record high for the company and represent a year-on-year growth rate of 11%.
The record MAUs in the Asia Pacific and the significant user growth rate may suggest that Facebook’s growth story is still relatively intact in this region.
Despite the size, Facebook still managed to grow its MAU in this region by roughly 10% in the last 5 years.
Facebook’s Asia Pacific MAU growth rate has been the highest compared to that of North America and Europe.
In short, Facebook’s future growth will depend on the Asia Pacific given the size of the population and the relatively low ARPU reported for this region.
Again, Weibo does not specifically break down its International MAU figures.
Looking at the chart, Facebook is the clear leader compared to Pinterest in terms of International MAU.
As of fiscal 2021 2Q, Facebook reported an International MAU of 2.6 billion while Pinterest has only 363 million users.
At these figures, Facebook’s International MAU is more than 7X higher than that of Pinterest.
While Facebook reported much higher MAU outside of U.S. and Canada, its growth rate was only 7% on a year-on-year basis in fiscal 2Q 2021, roughly half of Pinterest’s growth rate reported in the same fiscal quarter.
Therefore, Pinterest still managed to grow its international users significantly compared to its U.S. users.
In summary, Facebook’s MAU or monthly active users are far exceeding that of other social media companies, including Pinterest and Weibo.
Facebook’s monthly active users are more than 6X the size of Pinterest on a global basis as of fiscal 2021 Q2 and more than 5X the size of Weibo in fiscal 2020 Q4.
However, Facebook’s worldwide MAU growth rate of 7% is lagging that of Pinterest in 2021 Q2 while Pinterest reported a year-on-year growth rate of 9% in the same fiscal quarter.
Facebook is experiencing slower MAU growth rates in North America and Europe at only 5% on average compared to 10% for Pinterest in the past 5 years.
However, Pinterest’s MAU growth rate in North America declined significantly to -5% in fiscal 2Q 2021, the worst figure the company has ever reported.
Weibo also experienced a similar slowdown in MAU growth rate when it reported only a 1% year-on-year growth in fiscal 4Q 2020.
While Facebook is seeing a slowdown in North American and Europe MAU growth rate, its Asia Pacific MAU still grew 11% year over year in fiscal Q2 2021.
Therefore, the Asia Pacific region is helping to compensate for Facebook’s slowing MAUs growth rates seen in North America and Europe.
Internationally, Facebook’s MAU registered a year-on-year growth rate of 8% in fiscal 2Q 2021 but was lower than Pinterest’s international MAU growth rate of 13% reported in the same fiscal quarter.
References and Credits
1. Financial figures for all companies discussed above were obtained and referenced from their respective financial statements which can be obtained from the following links:
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