Facebook’s ARPU in the US and Canada Has Doubled in the Past 2 Years

July 27, 2017

This article is included in these additional categories:

Advertising Trends | Demographics & Audiences | Digital | North America | Social Media | Spending & Spenders

Facebook’s average revenue per user continues to be far higher in the US and Canada than the world over – in fact more than 4 times higher in Q2 2017, according to the social network’s latest earnings release [pdf]. Though it has warned of slowing growth ahead, Facebook has continued to demonstrate success monetizing its user base, with ARPU in the US and Canada growing to more than $19 in Q2. That’s up by more than $5 per user from the year-earlier period, with the growth exclusively coming from advertising as opposed to payments and other fees.

We charted Facebook’s ARPU in the US and Canada as well as globally over the past 5 years to better visualize its growth. The chart (seen above) shows how quickly ARPU has been growing in the US and Canada.

Overall, in the recent past, Facebook has been generally doubling its ARPU in the US and Canada every 2 years and tripling it every 3 years. (That’s a tough growth rate to sustain…)

Despite that strong growth, Facebook still trails Google in monetization on a global basis, according to recent Ampere Analysis estimates. The firm estimated Facebook’s average revenue per monthly revenue in Q4 2016 to be $4.70, below Google’s $6.70 but well ahead of Twitter’s $2 and Snapchat’s $0.70.

In other highlights from Facebook’s latest earnings release:

  • Advertising revenues grew to $9.16 billion, up by 47% year-over-year;
  • Mobile ad revenue grew slightly faster than the overall average, by 53% year-over-year, to $8 billion;
  • Mobile represented 87% of total ad revenues for the quarter;
  • Monthly active users (MAUs) exceeded 2 billion for the first time; and
  • Daily active users surpassed 1.3 billion, and stood at around two-thirds of MAUs.
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