Pinterest hits all-time user high as Gen Z comes on board
Pinterest has hit an all-time high of global monthly active users as the platform becomes increasingly popular with Gen Z, driving a Q2 revenue jump of 17% year-on-year.
Q2 revenue was at AU$1.53 billion (US$1 billion), up from Q2 2024’s AU$1.31 billion (US$854 million).
Broken down geographically, the US and Canada brought in a majority of this revenue at AU$1.14 billion (US$745 million).
However, the biggest growth areas came from Europe, which increased 34% YOY from AU$219 million to $293 million (US$143 million to $191 million), and the rest of the world — including Australia — which grew by 65% from AU$58 million to $96 million (US$38 million to $63 million).
This revenue has been driven by an increase in global monthly active users, which increased 11% YOY to 578 million. This is a record for Pinterest, and according to CEO Bill Ready, it is being driven by Gen Z.
He said the platform is “excited that Gen Z has grown to over half of our user base”.
Ready added that he is proud of the quarterly results.
“Three years into our business transformation, I’ve never been more confident in Pinterest’s ability to deliver for our users and advertisers,” he said.
“We’ve found our best product market fit ever by becoming a personalised shopping destination for users and an AI-powered performance platform for advertisers. With this focus, we believe we’re well-positioned to further capture market share.”
Pinterest expects Q3 revenue to increase by another 15-17%, forecasting somewhere between AU$1.58 billion to $1.62 billion (US$1.03 billion to $1.05 billion).
Locally, the launch of Pinterest’s biggest APAC office in Sydney has complemented the platform’s strong business growth.
It signals the intention for Australia to be a new “growth hub” for the region, after Pinterest experienced strong engagement from Australian audiences. Q2 saw some of Pinterest’s features grow significantly, including Shoppable Pins (61% growth YoY) and Boards (74% growth YoY).
“More than half of our users are Gen Z, which tells me Pinterest’s unique blend of inspiration, personalisation, and positivity is really connecting with the next generation,” Pinterest’s ANZ MD, Melinda Petrunoff, said.
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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