Pinterest has delivered a strong performance in its Q2 2025 earnings report, showing significant growth in both user numbers and revenue. The platform now reaches 578 million monthly active users (MAUs) worldwide, up from 540 million in Q1. This increase reflects Pinterest’s expanding global appeal, particularly in emerging markets where visual discovery platforms are gaining traction.
The company also reported a 21% year-over-year revenue increase, totaling $832 million for the quarter. This marks one of Pinterest’s most successful quarters to date, fueled by strategic product enhancements and increased advertiser demand.
Strong Global User Growth
Pinterest’s latest results highlight the platform’s steady momentum in attracting new users. While North America remains the company’s largest revenue driver, the bulk of user growth came from international markets.
According to the report, international MAUs grew by 41 million compared to Q1, showing Pinterest’s increasing penetration in regions like Latin America, Southeast Asia, and parts of Europe. This expansion aligns with the company’s focus on localized content, AI-driven recommendations, and partnerships with global brands.
The platform’s appeal also lies in its ability to blend inspiration with action, enabling users to move from browsing to purchase with minimal friction. This “inspiration-to-action” model has proven especially effective in driving engagement among mobile-first audiences.
Revenue Growth Driven by Advertiser Demand
Pinterest’s Q2 2025 performance was boosted by a 9% increase in average revenue per user (ARPU) globally, with the strongest gains in North America. ARPU in the region reached $7.23, compared to $6.70 in Q2 2024.
The company attributed this growth to:
- Enhanced advertising tools that allow for more precise targeting.
- Stronger shoppable pin integrations that connect users directly with products.
- Expansion of video and story pin formats, which advertisers find more engaging.
Advertisers are increasingly viewing Pinterest as a high-intent platform, where users come specifically to plan purchases, projects, and life events. This differentiates it from other social media channels that focus primarily on entertainment.
Strategic Product Enhancements
Pinterest has been investing heavily in product innovation to keep users engaged and attract advertisers. In Q2 2025, the platform rolled out:
- AI-powered personalized feeds – offering more relevant content tailored to individual preferences.
- Improved shopping experiences – including better price comparison tools and faster checkout options.
- Expanded video capabilities – enabling creators and brands to publish richer, more interactive content.
These features not only enhance the user experience but also open up new monetization opportunities. The integration of generative AI into search and recommendations has further improved content discovery, making it easier for users to find exactly what they’re looking for.
Monetization in International Markets
While Pinterest’s monetization is strongest in the US and Canada, the company is making notable progress in international markets. Revenue outside North America grew 27% year-over-year, driven by increased advertiser adoption and the rollout of localized ad solutions.
In markets like Brazil, India, and Germany, Pinterest has introduced region-specific ad formats and collaborated with local influencers to boost engagement. This approach not only attracts advertisers but also strengthens the platform’s relevance to local users.
Competitive Positioning
Pinterest’s Q2 2025 results position it as one of the few social media platforms consistently growing both its user base and revenue. While competitors like Instagram and TikTok dominate in short-form video, Pinterest occupies a unique niche as a visual search and inspiration engine.
This positioning gives it an advantage with brands in sectors like home décor, fashion, food, travel, and wellness — categories where users are actively seeking ideas and ready to purchase.
Outlook for the Remainder of 2025
Looking ahead, Pinterest expects continued growth through:
- Further AI integration to improve recommendations and search accuracy.
- Expansion of shopping features in more international markets.
- Deeper partnerships with e-commerce platforms to shorten the path from inspiration to purchase.
Management remains optimistic about sustaining revenue momentum, particularly as advertisers allocate more budget toward platforms with high purchase intent audiences.
Key Takeaways from Pinterest’s Q2 2025 Earnings Report
- 578 million MAUs, up from 540 million in Q1.
- $832 million revenue, up 21% year-over-year.
- ARPU growth led by North America, reaching $7.23.
- Strong international expansion, especially in emerging markets.
- Enhanced ad tools, AI personalization, and improved shopping experiences fueling engagement.
Pinterest’s ability to combine inspiration, discovery, and purchase makes it a valuable platform for both users and advertisers. As it continues to scale globally, the company appears well-positioned to maintain its upward trajectory in the second half of 2025.
