Pinterest Statistics 2026: Users, Revenue and Search Data

Pinterest at a Glance in 2026

Pinterest ended June 2026 with 640 million monthly active users and second-quarter revenue of $1,180 million, up 18% on a year earlier. Revenue for 2025 was $4,222 million, up 16%. Pinterest calls itself a visual search and discovery platform, and its own search figures back that up: more than 80 billion searches a month, which it says are mostly visual and more than half commercial.

Read the user count for what it is. A monthly active user is a logged-in account that used Pinterest at least once in 30 days, and Pinterest’s annual report says its user metrics come from internal data that no independent third party has validated. At the end of 2025, 62% of monthly users were also weekly users. For other platforms, see our social media statistics and YouTube statistics.

Monthly Active Users and Growth

Pinterest’s monthly users have grown by 10% to 12% a year in every quarter from September 2024 to June 2026, from 537 million to 640 million. The second quarter of 2026 was its 11th consecutive quarter of double-digit growth.

Most of that growth comes from outside the US and Canada. In the year to June 2026, users in the US and Canada grew 4% to 106 million, Europe grew 8% to 157 million and Rest of World grew 15% to 377 million. Pinterest reports users for these three regions only; it does not publish user counts for individual countries. Its separate EU disclosure under the Digital Services Act gives 87,497,257 average monthly active users for January to June 2026, well above the 45 million threshold for a Very Large Online Platform.

Revenue by Region

Pinterest earns substantially all of its revenue from advertising, and most of it from users in the US and Canada. In the second quarter of 2026, users in the US and Canada generated $880 million of the $1,180 million total, Europe $213 million and Rest of World $87 million. Rest of World grew fastest, by 38%, from a much smaller base.

Pinterest allocates this revenue by where users are when they generate it. Counted by customer billing address instead, the United States alone accounted for $2,912.0 million of 2025 revenue. On the first-quarter 2026 call, Pinterest’s CFO put the US and Canada at roughly 75% of revenue.

Average Revenue per User by Region

Average revenue per user (ARPU) shows how unevenly Pinterest earns from its audience. In 2025 it earned $30.84 per user in the US and Canada, $5.12 in Europe and $0.83 in Rest of World, for a global figure of $7.21. Rest of World ARPU grew fastest, by 40%, but from a very low level.

Quarterly ARPU is seasonal because advertisers spend most in the fourth quarter: US and Canada ARPU was $9.41 in the fourth quarter of 2025 and $8.30 in the second quarter of 2026. Pinterest calculates ARPU as revenue in a region divided by that region’s average monthly users over the period.

Ad Volume, Pricing and Performance

Pinterest does not publish an average cost per click, CPM or click-through rate. Its filings report how the number of ads served and the average price of ads changed. In 2025, Pinterest served 49% more ads at a 22% lower average price; in 2024 the changes were +39% and −14%. Pinterest said the 2025 impression growth was boosted by the initial ramp of monetisation in markets it had previously under-monetised, including through resellers and in Rest of World. In the second quarter of 2026, prices rose 1% on 16% more ads, which it attributed partly to stronger demand in the US and Canada and a higher share of impressions there, which carry higher prices.

Most impressions on Pinterest now occur where people search: over 72% in the first quarter of 2026, by Pinterest’s count (it did not say whether that figure covers ads only). About 30% of lower-funnel revenue ran through Performance+, Pinterest’s automated campaign suite. Read Pinterest’s own test results, such as a 28% ROAS improvement for smaller advertisers, as vendor claims: Pinterest chose the tests and has not published a full method.

The only third-party cost range found with any stated basis comes from the agency WebFX: $0.50 to $1.50 per click and a 0.15% to 0.25% click-through rate for promoted Pins, drawn from its own US campaigns and third-party reports it does not name. Treat it as a broad range, not an average. For cost comparisons across platforms, see our social media marketing costs guide.

How Pinterest Charges for Ads

Most Pinterest advertisers buy ads through an auction. Brand campaigns are billed per thousand impressions (CPM) or per video view (CPV); performance campaigns are billed per click, per action or on conversion events (oCPM). With custom bidding, advertisers set a maximum CPM for awareness, a maximum CPC for consideration and a target cost per action for leads and sales. Performance+ bidding, where Pinterest sets the bids, is the default.

Each campaign has a minimum bid that depends on the countries and formats targeted. In Pinterest’s own example, the cost-per-click floor for US and Canadian targeting is $0.10, and advertisers pay only the amount needed to win each auction, not their full bid.

Demographics and Audience Composition

Pinterest says Gen Z now makes up more than half of its users, up from “over 40%” in its previous annual report, and that women make up roughly two-thirds. Its business site shows a 70/30 split between women and men, but that figure comes from a 2023 Comscore survey of US adults, so it is not a global measure.

Independent surveys put US use at about a third. In Pew Research Center’s 2024 survey, 36% of US adults said they used Pinterest; in Edison Research’s January 2026 survey, 35% of Americans aged 12 and over said they currently use it. The age, gender and income breakdown below comes from Pew’s 2023 survey. Use was highest among 18- to 29-year-olds (45%) and lowest among those 65 and older (21%), and women were far more likely than men to use it (50% against 19%). Pew did not ask about Pinterest in its 2025 or 2026 surveys.

Men are a smaller audience. Pinterest’s 2026 men’s trend report says searches by Gen Z men rose 17% in a year and make up more than 62% of male monthly searches.

Search Intent and Shopping Behavior

Pinterest’s pitch to advertisers rests on intent. On its second-quarter 2026 call it reported more than 80 billion monthly searches, over half of them commercial, and said over 96% of text searches are unbranded: people search for ideas, such as running shoes or a new fall wardrobe, rather than a brand name. Its annual report gives “over 90%” for all searches, and its business site cites 96% of the top 1,000 searches in June 2023.

Shopping statistics on Pinterest’s business site come from studies Pinterest commissioned. One often quoted, that 80% of weekly Pinners feel inspired by the shopping experience, is from a 2022 Talk Shoppe study of US users and measures inspiration, not purchases. Pinterest’s 2026 research with Truth Be Told Consulting and Morning Consult in six markets found that people pick up their devices with a specific intent about 60% of the time, but get pulled into scrolling they did not intend 44% of the time.

Pinterest also says all of its reported users are logged in and 85% arrive directly through its mobile app, which it says means it is not heavily reliant on third parties for traffic.

Ad Formats and Creative Specs

Pinterest’s advertising page lists eight ad formats: image, video, carousel, collections, Idea, Premiere Spotlight, quiz and showcase. Idea Pins, once a separate organic format, were merged into standard Pins in May 2023; Idea ads remain as a paid format. The help pages recommend a 2:3 vertical image (1,000 by 1,500 pixels) for standard image ads and warn that taller Pins may be cut off in feeds; carousel ads take two to five images at 1:1 or 2:3.

The newest format is Visual Search Ads, announced on September 17, 2026: an ad unit for visual search that supports lower-funnel objectives and Performance+, rolling out in beta to eligible advertisers in all of Pinterest’s ad markets.

AI Shopping, Trends and Connected TV

Pinterest is taking its audience data beyond its own app. In December 2025 it agreed to buy tvScientific, a connected TV performance advertising platform, for $450.0 million in cash, and it closed the deal on February 17, 2026. It reported that adding its Taste Graph data to tvScientific’s algorithms raised outcomes by 27% and purchases by 65%, without giving a sample or period, and it expects to integrate tvScientific fully into Performance+ in 2027.

For users, Pinterest Assistant, a conversational shopping layer, reached the vast majority of US users by the end of July 2026. Pinterest’s annual Predicts report named 21 trends for 2026, and Pinterest says 88% of its predicted trends over six years came true. That figure comes from its own data and has no external check.

Traffic and Popularity, Measured Independently

Pinterest’s own figures show steady user growth. Independent measures of the traffic Pinterest sends to other websites tell a different story. StatCounter, which records referrals on websites that use its tracking code, put Pinterest’s share of social-media referral page views at 3.39% worldwide in September 2026, against 5.65% a year earlier. In the United States the share fell from 12.70% to 6.79% over the same months.

This measures clicks out to websites compared with other social platforms, not how many people use Pinterest, and it swings from month to month: Pinterest’s worldwide share ranged from 2.62% to 7.07% over the twelve months to September 2026. Cloudflare’s DNS-based ranking placed Pinterest ninth among social media services in 2025, with its ranking peaking at weekends and surging on the Sunday of Black Friday week.

Company Changes and Outlook

Pinterest announced a global restructuring in January 2026 affecting less than 15% of its workforce, and headcount fell from 5,265 at the end of 2025 to 5,116 at the end of June 2026. By early August it had bought back more than $2 billion of its own shares in 2026. For the third quarter of 2026 it guided to revenue of $1,190 million to $1,210 million, 13% to 15% growth, and it expects a full-year adjusted EBITDA margin of about 30%. Third-quarter results, which Pinterest scheduled for October 29, 2026, had not been published when these figures were checked.

How to Use These Statistics

Quote Pinterest figures with their period and definition. “640 million monthly active users at June 30, 2026 (Pinterest)” can be checked; “Pinterest has 537 million users” cannot, because that count is from September 2024. Treat monthly active users as logged-in accounts rather than people, and treat statistics from Pinterest’s business site as marketing claims unless the study behind them is published.

Pinterest publishes no public cost benchmarks, so plan budgets from your own account data and use the price trend in its filings for direction only. For other networks, see our Reddit statistics, Snapchat statistics and X statistics.

Widely Quoted Pinterest Figures, Checked

Several Pinterest statistics circulate with the wrong period, or with a source that says something different. Each one below is checked against the publisher’s own page.

Sources

Every figure on this page comes from one of the sources below.