Meta tops revenue per user, leaving other social networks far behind

This gap shows the social networking giant's superior ability to exploit user data and optimize advertising.

According to statistics, Snap Inc. ranked second but the average revenue per user was only $2.78/month, followed by Reddit with $2.62 and the lowest was Pinterest with $2.43. This difference clearly reflects the differentiation in user exploitation efficiency between platforms. While Meta owns a diverse ecosystem including Facebook, Instagram, WhatsApp and a strong advertising infrastructure, smaller competitors have difficulty expanding their revenue sources.

Second-quarter earnings also showed the mixed effects of AI adoption. Reddit reported strong revenue growth thanks to its AI-powered advertising, while Pinterest disappointed with its lack of use of the technology, sending its stock price tumbling in trading on August 13. Snap even lost 17% of its market capitalization as it reported virtually no revenue growth, in contrast to its rival’s surge.

The revenue gap between Meta and the rest comes not just from user size, but also from the ability to convert each visit into advertising value. Users spend more time on Meta’s apps, combined with an optimized content distribution algorithm, helping the company maintain a consistently high ARPU. In contrast, social networks like Pinterest or Snap, despite having a loyal user base, have yet to find an effective monetization model that matches their traffic.

Analysts say that if Meta does not quickly innovate its products and apply technology, the revenue gap between Meta and other platforms will continue to widen, especially when digital advertising increasingly depends on the ability to personalize content - an area where Meta has a dominant advantage.

Source: https://doanhnghiepvn.vn/doanh-nhan/meta-dung-dau-ve-doanh-thu-tren-moi-nguoi-dung-bo-xa-cac-mang-xa-hoi-khac/20250815015626203