Pinterest is an image search platform, which functions somewhat like an online mood board. Users pin images they like to boards. Images are uploaded by users, and can then be re-pinned by others.
Pinterest was launched by Ben Silbermann, Paul Sciarra and Evan Sharp in 2010. Silbermann had previously worked in the advertising department at Google. Prior to Pinterest, Silbermann and Sciarra launched an app called Tote, which failed to gain traction.
Launched on March 2010 to family and friends, Pinterest quickly caught on, becoming one of the 10-largest social media websites in 2011. It was the fastest app to reach 10 million users at the time, due to Pinterest’s early hype on the iPhone in 2011.
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Download The ReportThis quick expansion came despite the fact Pinterest had an invite-only registration policy, which was the norm at the time. Pinterest dropped the policy in August 2012, just before launching an Android app. User growth blossomed thereafter, going from 49 million in February 2013 to 70 million in July of the same year.
What differentiates Pinterest from other social media apps is its female audience, which makes up over 70 percent of all Pinterest users. This has made it attractive to brands looking to market specifically to women.
Pinterest has added more channels for businesses in recent years, including promoted pins in 2013, social feeds and word and image based searches.
In March 2019, Pinterest filed for IPO at a valuation of $10.6 to $11.3 billion. Like most social media companies, it saw a rise in monthly active users and spending during the coronavirus pandemic.
In 2022, Silbermann stepped down as CEO after 12 years at the post, moving to a newly created executive chairman role. Ex-Google commerce executive Bill Ready was announced as the new CEO, who had previous stints at PayPal and as head of Venmo.
We have collected data and statistics on Pinterest. Read on below to find out more. Want to dive deeper? Check out our social app report.
Pinterest Key Statistics
- Pinterest generated $3.6 billion revenue in 2024, a 20.3% increase year-on-year
- 78% of Pinterest revenue is generated in the US, despite only 18% of users being located in the country
- Pinterest generated $1.8 billion net income in 2024, mostly from a $1.6 billion deferred tax allowance in the fourth quarter
- Pinterest had 522 million monthly active users in 2024
- Over 70% of Pinterest users are women
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Pinterest Overview
| Title 1 | Title 2 |
|---|---|
| Launch date | 10 March 2010 |
| HQ | San Francisco, California |
| People | Bill Ready (CEO), Julia Brau Donnelly (CFO), Matt Madrigal (CTO), Benjamin Silbermann (Executive chairman, co-founder) |
| Business type | Public (NYSE: PINS) |
| Industry | Social media |
Pinterest Revenue
Pinterest increased its revenues by 20.3% in 2024 to $3.6 billion.
Pinterest revenue 2016 to 2024 ($mm)
Pinterest revenue 2016 to 2024 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2016 | 0.29 |
| 2017 | 0.47 |
| 2018 | 0.75 |
| 2019 | 1.4 |
| 2020 | 1.6 |
| 2021 | 2.5 |
| 2022 | 2.8 |
| 2023 | 3 |
| 2024 | 3.6 |
Sources: Social App Report, Company data
Pinterest Revenue by Region
Most of Pinterest’s revenue comes from a single country, the United States. It generated over $2.8 billion of its 2024 revenue from the US.
Pinterest revenue by region 2016 to 2024 ($mm)
| Year | United States | International |
|---|---|---|
| 2016 | 292 | 7 |
| 2017 | 448 | 29 |
| 2018 | 715 | 58 |
| 2019 | 1026 | 117 |
| 2020 | 1425 | 268 |
| 2021 | 2133 | 444 |
| 2022 | 2309 | 493 |
| 2023 | 2448 | 608 |
| 2024 | 2884 | 762 |
Source: Company data
Pinterest Profit
Pinterest reported a large net profit in 2024 of $1.8 billion, although the vast majority of this was from a deferred tax allowance.
Pinterest net income / loss 2016 to 2024 ($mm)
| Year | Net income/loss ($mm) |
|---|---|
| 2017 | -130 |
| 2018 | -62 |
| 2019 | -1361 |
| 2020 | -128 |
| 2021 | 316 |
| 2022 | -96 |
| 2023 | -35 |
| 2024 | 1862 |
Sources: Social App Report, Company data
Pinterest Users
Pinterest had 522 million active users in 2024, an increase of 12.2% on the previous year.
Pinterest users 2014 to 2024 (mm)
Pinterest users 2014 to 2024 (mm)
| Date | Users (mm) |
|---|---|
| 2016 | 135 |
| 2017 | 185 |
| 2018 | 231 |
| 2019 | 300 |
| 2020 | 416 |
| 2021 | 454 |
| 2022 | 433 |
| 2023 | 465 |
| 2024 | 522 |
Note: Values are taken from Q2 of each respective year. Source: Company data
Pinterest Users by Region
Every region Pinterest breaks down in its financial statements had higher usage in 2024 in comparison to the previous year.
Pinterest users by region 2016 to 2024 (mm)
| Year | United States | Europe | Rest of World |
|---|---|---|---|
| 2018 | 75 | 78 | 78 |
| 2019 | 85 | 99 | 116 |
| 2020 | 96 | 120 | 200 |
| 2021 | 91 | 125 | 233 |
| 2022 | 92 | 117 | 223 |
| 2023 | 95 | 124 | 246 |
| 2024 | 101 | 145 | 307 |
Note: Values are taken from Q4 of each respective year. Source: Company data
Pinterest vs Competitors: Users
Pinterest is towards the bottom in terms of active users, with about a sixth of Facebook’s users.
Social app active users 2024 (mm)
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Pinterest FAQ
What are Pinterest gender demographics?
71 percent of Pinterest users are female, 16 percent are male
What are Pinterest age demographics?
The largest demographic on Pinterest is 35-49 years old, the second largest bracket is 18-29 (Pew Research Center)
How many Pinterest users are active once a week?
57 percent of Pinterest users access the platform once a week
How many Pinterest pins have been placed?
Over 200 billion, according to Pinterest
How much Pinterest usage is on mobile?
85 percent of Pinterest usage occurs on iOS and Android
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