Pinterest statistics 2026: users, revenue, demographics and search data

By Jan Suski. I go deep on every review, checking every number against its source and digging up details other coverage misses, a habit from six years of SEO and link building for tech companies. Bylines at Surfer, Brand24, and Senuto. How the scoring works.

Published 16 October 2026

Pinterest had 640 million monthly active users at 30 June 2026, up 11% in a year, according to its Q2 2026 earnings release (4 August 2026). Only 106 million of them live in the U.S. and Canada. That 17% slice of the user base paid for 75% of the quarter's $1.18 billion in revenue.

This page gathers the Pinterest statistics that marketers, analysts and investors quote most: monthly active users by year and region, revenue and average revenue per user, Pinterest demographics, search volume, saves, ad formats and how Pinterest compares with other social media platforms.

Every number comes straight from the horse's mouth: Pinterest's SEC filings and earnings releases, its newsroom and business pages, or a named research house such as Pew Research Center, DataReportal or the American Customer Satisfaction Index.

It's written for marketers, media buyers and investors who need a sourced figure for a media plan, a pitch deck or a model. The page also explains why Pinterest usage statistics disagree, since Pinterest's own user number, its ad-reach number and Pew's survey number describe three different things.

How many Pinterest users are there?

Monthly active users is the headline among Pinterest statistics, and the company counts 640 million as of Q2 2026. The company defines one in its 2025 Form 10-K as "an authenticated Pinterest user who visits our website, opens our mobile application" within a 30-day window. Logged-out visitors don't count. Pinterest users access the same feed through the website and the Pinterest mobile app, and both count toward the total.

Growth has been uneven. During 2020 the count jumped from 335 million to 459 million, then 28 million came back off by Q4 2021, per the Q4 2021 release. U.S. users fell from 98 million to 86 million that year, so part of the 2020 surge was a flash in the pan. The global figure didn't clear its 2020 peak until Q4 2023.

From 265 million in Q4 2018 to 619 million in Q4 2025, the Pinterest user base grew 2.3-fold, and 640 million in Q2 2026 makes it 2.4 times. Every reported point since Q4 2023 shows double-digit user growth: 11%, 11%, 12%, 11% and 11%. Pinterest headlined its Q4 2025 release as "Record Users", and the two quarters since set new highs again.

Pinterest users by region and what each one is worth

Most Pinterest users live outside North America. Rest of World, Pinterest's bucket for everything except the U.S., Canada and Europe, held 377 million monthly active users in Q2 2026, 59% of the total, and grew 15%. The U.S. and Canada added 4 million users in a year, a 4% rise.

DataReportal's January 2025 ad-reach count lets you zero in on single countries: the U.S. at 96.0 million, Brazil at 40.3 million, Mexico at 26.7 million, Germany at 22.6 million and France at 18.9 million.

Revenue runs the other way. Advertisers paid Pinterest $880 million for the U.S. and Canada audience in Q2 2026, the lion's share of the total, against $87 million for the whole Rest of World segment. The gap shows up in average revenue per user, the metric Pinterest uses to report what each user brings in by region.

Pinterest's average revenue per user was $2.16 in Q4 2025, the holiday quarter, and $7.21 across the full year 2025. A higher fourth quarter is par for the course for an ad business.

A U.S. or Canadian user generated $30.84 for the year, a European $5.12 and a Rest of World user $0.83, per the Q4 2025 release. Rest of World ARPU grew 40% in 2025, the fastest of the three. ARPU measures what advertisers pay per user; what Pinterest users spend at checkout is a separate number.

The fastest revenue growth is overseas too. In Q1 2026, Rest of World revenue grew 59% and Europe 27%, against 13% in the U.S. and Canada. Even at that pace, $72 million of Rest of World revenue in Q1 was a drop in the bucket next to $750 million from the U.S. and Canada.

Pinterest revenue stats and profit

Pinterest generated $4,222 million in revenue in 2025, up 16% from $3,646 million in 2024. That's 3.7 times the $1,143 million it booked in 2019. The 10-K states that "substantially all of our revenue is generated from third-party advertising", so revenue stats for Pinterest are advertising stats.

• Q1 2026 revenue: $1,008 million, up 18% (Q1 2026 release).
• Q2 2026 revenue: Pinterest generated $1,180 million, up 18% (17% at constant currency).
• Q3 2026 guidance: $1,190 million to $1,210 million, 13% to 15% growth.
• Adjusted EBITDA, 2025: $1,270 million, up 23%.
• Net income, 2025: $416.9 million, down 78% from $1,862.1 million in 2024.

Profit swung negative in 2026. Pinterest posted a $73.6 million net loss in Q1 and a $46.7 million net loss in Q2, while adjusted EBITDA rose 24% in Q2 to $311.3 million. The Q2 2026 10-Q lists $61.4 million of restructuring charges for the first half. Research and development spend climbed from $359.6 million to $451.0 million year over year in the quarter.

Pinterest had 5,265 full-time employees at the end of 2025. The jury's still out on the restructuring: the Q3 guidance of 13% to 15% growth is below the 18% posted in each of the first two quarters.

Pinterest demographics: gender, age and income

Share of Pinterest users who are women

Pinterest says its global audience is "70% women and 30% men" on its business audience page. DataReportal's January 2025 read of Pinterest's ad tools lands close: 70.3% female, 22.4% male and 7.3% unspecified. Roughly 70% of Pinterest users are women by either count, and male users make up between 22% and 30% depending on how the unspecified accounts fall.

Pew Research Center asks a different question and gets a sharper split. In its survey of U.S. adults run from May to September 2023, Pew found that "Women are far more likely to use Pinterest than men (50% vs. 19%)", per the January 2024 report. That's a usage rate within each gender, which is a different measure from the share of the Pinterest audience.

Gen Z and other generations

Gen Z is the largest and fastest-growing group on Pinterest. The 10-K says "Gen Z users represent over 50% of our user base", and the business audience page calls Gen Z the fastest growing audience, searching and saving more than other generations. Pinterest also says the main reason Gen Z uses Pinterest is to find information about products or brands.

Pinterest's own U.S. reach figures by age groups run from 46% of people aged 18 to 24, to 40% of 25 to 34 year olds and 39% of 35 to 44 year olds. For a brand whose target audience is under 25 and wants to reach Pinterest users, that's the Pinterest user statistics line that matters most.

Household income

Pinterest reaches 40% of U.S. households with an annual income over $150,000, according to the same audience page. For a target audience defined by spending power, it's the Pinterest demographics figure media buyers lean on most. It's Pinterest's own figure, so it sits in the same bucket as the 70/30 gender split: published by the seller of the ads.

Pinterest search statistics and top Pinterest searches

Pinterest users run more than 80 billion searches per month, "the vast majority of which are visual" and "more than half of which are commercial", per a Pinterest newsroom post from 17 September 2026. CEO Bill Ready cited the same 80 billion monthly searches in the Q4 2025 release. Spread across 640 million monthly users, that's roughly 125 searches per user per month.

Most Pinterest searches don't name a brand. Pinterest says "96% of top searches are unbranded". Queries such as "outfit ideas", "home decor inspiration" or "small bedroom home decor" name a style, and that puts a small retailer on a level playing field with a household name. Pinterest searches are unbranded at that rate because users arrive looking for new ideas, and the company calls the result visual discovery.

That's the case Pinterest makes for itself as a visual search engine, where people find products through images without knowing brand names. The 10-K describes the company as "an AI-powered visual search and discovery platform, positioned at the intersection of search, social, and commerce." A search engine that sells shopping ads and a social network that sells feed ads are both in that sentence.

Pinterest trends get their own annual report. Pinterest Predicts 2026, published on 9 December 2025, named 21 trends and claimed "88% of our trend predictions have come true" over six years. Lists of top Pinterest searches from third-party tools are estimates; Pinterest's own content trends data comes through Predicts and its Pinterest Trends tool. Marketers who track Pinterest trends alongside other sources will find options in our trend research tools ranking.

Pins, boards and what Pinterest users save

Pinterest users save 1.5 billion Pins every week, the figure on the Pinterest company page. At 640 million monthly users, that works out to about 2.3 saves per user per week. The 10-K describes the activity in looser terms: "billions of searches and saves per month."

Saving is the core action, and it's what makes Pinterest a planning tool. Pinterest users save ideas to Pinterest boards, and each save of a brand Pin puts it on one more board. A board of kitchen or home decor ideas is a shopping list in waiting. The same company page says more than 50% of users think of Pinterest as a place to shop, which is why purchase inspiration and plan purchases are the two jobs advertisers pay to reach.

Pinterest says 80% of weekly Pinners feel inspired by the shopping experience on Pinterest, on its audience page. Weekly Pinners are Pinterest's own survey group, so this is the company describing its audience's shopping intent in its own words.

Pinterest pins come in several formats. Standard pins carry a single image; video pins and idea pins carry motion and multiple pages. Pinterest content made for ads uses paid versions of the same shapes. Visual tools that read this kind of image data are covered in our visual intelligence platforms ranking.

Pinterest ads and Pinterest shopping

Pinterest advertising runs on eight ad formats listed on its ad formats page:

• Image
• Video, in standard or max width
• Carousel
• Collections
• Idea
• Showcase
• Quiz
• Premiere Spotlight, a takeover video placement

Promoted pins were the original name for Pinterest ads; advertisers creating promoted pins today pick one of those formats inside Ads Manager. Shopping ads draw from a product catalog, and Pinterest shopping campaigns are where most of its performance claims sit. They're the closest thing to Pinterest ecommerce statistics the company publishes, and they put Pinterest in the social commerce race.

Pinterest's own numbers on shopping ads are specific and self-reported. A June 2025 Pinterest Business post says beta advertisers saw "a median 10% higher ROAS" using Performance+ ROAS bidding, and that combining oCPM and oCPC bidding delivered "a 55.3% higher median ROAS than oCPM alone."

ROAS is what users spend on an advertiser's site per ad dollar, and both figures compare Pinterest campaigns with other Pinterest campaigns.

Hot off the press in September 2026, Visual Search Ads place ads inside visual search results. One advertiser saw "up to an 85% improvement in cost per install compared to previous workarounds", per the launch post. That's one case study, and anyone running Pinterest ads should read it as one.

Pinterest helps advertisers reach users who arrive with a purchase in mind, which sets it apart in a social media plan, and the ad money follows the regional ARPU split above.

For ad spend benchmarks across channels, see our advertising industry statistics and PPC statistics reports. The ad intelligence software ranking covers tools that track competitors' Pinterest ads, and Pinterest marketing teams that schedule social media posts use the tools priced in our social media management software pricing report.

Pinterest against other social media platforms

Pinterest is a mid-sized major platform by U.S. social media reach. Pew's social media fact sheet puts Pinterest at 36% of U.S. adults in its June 2024 survey, up from 10% in August 2012. Pew's 2025 round carries no Pinterest figure, so the comparison with other platforms below pairs the 2024 Pinterest figure with 2025 figures for other social media platforms from the November 2025 report.

The American Customer Satisfaction Index scored Pinterest 75 out of 100 in its 2026 social media study, down 4% from 78 a year earlier and level with the social media industry average of 75. YouTube led at 79. Pinterest's score slid while its user count set new highs.

What makes Pinterest different for advertisers is intent, and its gap is U.S. growth: 4% a year in the U.S. and Canada.

The other social platforms have their own pages on this site: Instagram statistics, TikTok statistics, Facebook statistics, Reddit statistics and YouTube statistics. Totals across social media sit in our social media statistics report, and brands monitoring mentions across other social media platforms can compare tools in the social listening ranking.

Why published Pinterest user counts diverge

Three Pinterest usage statistics get quoted interchangeably in social media reports, and they measure three different things. Analysts who cite them side by side aren't on the same page until they say which one they mean.

• Monthly active users (Pinterest): authenticated users who visited the site or app in 30 days. 553 million at Q4 2024.
• Advertising reach (DataReportal, from Pinterest's ad tools): 340 million in January 2025, the audience an advertiser can target.
• Survey usage (Pew): 36% of U.S. adults who say they ever use Pinterest, a share of the adult population.

The first two come from Pinterest's own systems and still differ by 213 million.

DataReportal's notes say ad reach figures "are not a direct proxy for metrics like monthly active users, and should not be viewed as such", and that ad tools can include duplicate accounts, businesses and pets. Pew's percentages, by contrast, sit on one scale with other platforms in the table above. A planner sizing a campaign to reach Pinterest users should start from the 340 million ad-reach figure.

The devil's in the details on gender. Pinterest's 70/30 and DataReportal's 70.3/22.4 agree on women and differ on men by 7.6 points, close to DataReportal's 7.3% unspecified group. Pew's 50% versus 19% is a usage rate, so it says a U.S. woman is 2.6 times as likely as a U.S. man to use Pinterest.

Pinterest's company page adds a fourth number: "the 500+ million people who visit us every month." That sits 140 million below the 640 million on the same page. The filing figure is the one to cite.

Frequently asked questions

How many people are on Pinterest?

640 million monthly active users as of 30 June 2026, per Pinterest's Q2 2026 release. That's how many people use Pinterest while logged in during a 30-day window; the ad-reach figure is lower.

Is Pinterest still widely used?

Yes. Pinterest set user records in Q4 2025, Q1 2026 and Q2 2026, and Pew put it at 36% of U.S. adults in 2024, fifth among the six social media platforms in the table above. Growth now comes from outside the U.S. and Canada, which added 4% in a year.

Do mostly women use Pinterest?

Yes. Pinterest says 70% of Pinterest users are women and DataReportal counts 70.3% female. Pew found 50% of U.S. women use Pinterest against 19% of men.

Does Gen Z use Pinterest?

Gen Z makes up over 50% of the Pinterest user base, per the 2025 10-K, and Pinterest calls it the fastest growing audience. Pinterest also reports reaching 46% of U.S. 18 to 24 year olds.

What is Pinterest mainly used for?

Searching and saving ideas. Pinterest users run more than 80 billion searches a month and save 1.5 billion Pins a week, and more than half of searches are commercial, per Pinterest. Most Pinterest users use Pinterest to plan, which is where its shopping intent comes from.

Who is Pinterest's biggest competitor?

For U.S. reach among other platforms, Instagram (50% of adults) and TikTok (37%) sit closest to Pinterest's 36% in Pew's data. For ad budgets, Pinterest's 10-K places it "at the intersection of search, social, and commerce", so it competes with search engines and social platforms for the same dollars.

How do I see my Pinterest stats?

Pinterest Analytics, which needs a business account, per Pinterest Help. It reports impressions, saves, Pin clicks and outbound clicks, which track website traffic, over a range of up to 18 months.

Is there a downside to Pinterest?

For advertisers, the value of Pinterest users is concentrated: a Rest of World user brought in $0.23 in Q2 2026, against $8.30 in the U.S. and Canada. For investors, Pinterest posted net losses in Q1 and Q2 2026 after a profitable 2025.

Bottom line

The headline Pinterest statistics are healthy: 640 million monthly active users, $4.22 billion in 2025 revenue and 80 billion searches a month. The regional split tells the real story. 106 million users in the U.S. and Canada pay most of the bills, and the 377 million in Rest of World bring in $0.23 each per quarter.

For Pinterest statistics on size, use the filing figures; for campaign planning, DataReportal's ad reach; for U.S. population share, Pew. Label which one you're quoting. The 70% women figure holds across Pinterest's and DataReportal's counts. Shopping and ROAS claims that circulate without a link are best left out of a deck.