Pinterest MAU Breakdown By Region: Global, America, Europe, etc.

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This article presents Pinterest’s monthly active users (MAU) by region, consisting of global, North America, Europe, and Rest of World.

Let’s look at the numbers!

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

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Definitions

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

Monthly Active Users (MAU): Pinterest defines an MAU as an authenticated Pinterest user who visits its website, opens its 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.

The number of MAUs does not include Shuffles users unless they would otherwise qualify as MAUs. Unless otherwise indicated, Pinterest presents MAUs based on the number of MAUs measured on the last day of the current period.

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Insight & Summary of Pinterest’s MAU By Region/Country

The following analysis consolidates the trends observed across Pinterest’s regional MAU for the 2018–2025 period.

• Global MAU: Strong Recovery and Sustained Compounding Global MAU expanded from 265M (2018) to 619M (2025), more than doubling over seven years. The trajectory includes one notable inflection: a 37.0% surge in 2020 reflecting pandemic-driven platform adoption, followed by a -6.1% contraction in 2021 as engagement normalized post-lockdown and some users cycled off. Since 2022, global MAU has re-established a consistent 4%–12% annual growth corridor — 4.4% (2022), 10.7% (2023), 11.0% (2024), 11.9% (2025) — with the 2023–2025 acceleration suggesting structural rather than cyclical momentum. The FY2023–2025 average of 557M at 11.2% growth is a strong signal of platform health, particularly given Pinterest’s differentiated positioning as a visual discovery and purchase-intent platform rather than a social feed or video-centric product, which has historically driven more durable user retention. The 2021 contraction, in retrospect, was a healthy normalization rather than a structural decline, and the absence of any subsequent reversion validates that the 2020 user cohort has been meaningfully retained.

• U.S. & Canada: A Mature, Monetization-Driven Market U.S. & Canada MAUs have grown from 95M (2021) to 105M (2025) — a cumulative 10.5% increase over four years, with annual growth rates of 0.0% (2022), 2.1% (2023), 4.1% (2024), and 4.0% (2025). This is effectively a saturated user base where incremental MAU growth is marginal and the primary value-creation lever is ARPU expansion, not user volume. At 105M users and $30.84 ARPU, the North American business already generates the overwhelming majority of Pinterest’s consolidated revenue. The FY2023–2025 average of 101M users at 3.4% growth implies that this region will not be a material source of user-driven revenue upside; rather, it functions as a high-ARPU monetization base that management must optimize through ad format innovation, lower-funnel performance tools, and retail media integrations. The near-flat 2022 figure (zero growth) should be noted — it indicates that the U.S. & Canada market is structurally at or near its organic ceiling and that any meaningful user base expansion here would likely require product category extension rather than organic discovery platform growth.

• Europe: Balanced Growth Across Users and Monetization European MAUs have grown from 122M (2021) to 158M (2025), a 29.5% cumulative increase over four years, with growth rates of 1.6% (2022), 8.9% (2023), 7.4% (2024), and 9.0% (2025). The consistency of the 7%–9% band in 2023–2025 is notable — it suggests that European user growth has stabilized at a structurally healthy rate, neither accelerating into hypergrowth nor decelerating into saturation. Europe currently represents 25.5% of global MAUs (158M of 619M) and is growing at approximately twice the rate of U.S. & Canada. The combination of steady MAU growth (8.4% FY2023–2025 average) and accelerating ARPU expansion (16.7% FY2023–2025 average, as noted in the ARPU analysis) makes Europe the segment where both levers are simultaneously moving in the right direction, resulting in above-average revenue compounding. The FY2023–2025 average of 146M users reinforces Europe’s position as a mid-scale, high-growth segment with meaningful monetization runway.

• Rest of World: The Dominant and Expanding User Base Rest of World MAUs grew from 215M (2021) to 356M (2025) — a 65.6% cumulative increase in four years — with growth rates of 7.4% (2022), 15.2% (2023), 15.4% (2024), and 16.0% (2025). The acceleration into the 15%–16% range and its remarkable consistency across 2023–2025 signals structural depth in RoW user adoption rather than one-time expansion. The FY2023–2025 average of 310M at 15.5% growth is the highest of any region. The mix dimension is the most defining feature of the RoW story: its share of global MAUs has grown from 49.9% (2021) to 57.5% (2025), averaging 55.5% over FY2023–2025. Rest of World now constitutes the clear majority of Pinterest’s global user base — a structural crossover with profound long-term implications. At 356M users growing at 16% annually, each percentage point of ARPU improvement in RoW (currently $0.83) generates a disproportionate revenue impact at scale, yet the absolute ARPU level remains so low that RoW’s expanding mix concentration continues to suppress global blended ARPU metrics.

• Structural Takeaway: The MAU mix evolution from 2021 to 2025 encapsulates Pinterest’s central strategic tension. U.S. & Canada has compressed from 22.0% to 17.0% of global MAUs; Europe from 28.3% to 25.5%; while Rest of World has expanded from 49.9% to 57.5%. The combined international share (Europe + RoW) has grown from 78.0% to 83.0% of the global user base in just four years. This mix shift simultaneously validates global platform adoption and creates the structural headwind to global ARPU growth. The forward investment thesis on Pinterest’s MAU base hinges on whether RoW’s 57.5% share concentration can be monetized meaningfully — even a partial convergence of RoW ARPU toward European levels would generate several hundred million dollars in incremental annualized revenue against the current 356M user base. Until that ARPU bridge is built, global MAU growth rates will consistently outpace global ARPU growth rates, making the regional split — not the global headline — the analytically relevant unit for tracking platform health.

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

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MAU from Global, U.S., Canada, Europe, and Rest of World

More information about how Pinterest defines its MAU is available here: how Pinterest defines its MAU.

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MAU Mix from Global, U.S., Canada, Europe, and Rest of World

More information about how Pinterest defines its MAU is available here: how Pinterest defines its MAU.

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MAU Growth from Global, U.S., Canada, Europe, and Rest of World

More information about how Pinterest defines its MAU is available here: how Pinterest defines its MAU.

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References and Credits

1. All financial figures presented were referenced and obtained from Pinterest’s quarterly and annual reports published on the company’s investor relations page: Pinterest Investor Relations.

2. Pexels 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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