Pinterest had a relatively low share of about **** percent in India's social media market as of April 2023. This was a decrease compared to April 2020 when the platform had a market share of three percent.

As of October 2025, the United States had approximately 96.9 million Pinterest users, making it the platform’s largest market worldwide. Brazil ranked second, with around 42.2 million users. Pinterest’s audience In the first quarter of 2024, Pinterest had a total of 518 million monthly active users (MAUs) worldwide, an increase of 2 million users from the previous quarter. Throughout 2021, the social media site saw a steady decline in MAUs, after seeing a constant increase throughout 2020. The increase in usage of many social media platforms coincides with the COVID-19 pandemic and consequent lockdowns. As of April 2024, significantly more women than men used Pinterest, with women making up almost 3/4 of its user base. The platform’s largest audience, in terms of gender and age, was women between the ages of 25 to 34, who accounted for more than a fifth of all users, followed by women aged 18 to 24 years. User satisfaction According to the American Customer Satisfaction Index (ACSI), as of June 2021, Pinterest scored the highest level of customer satisfaction for selected social media sites, ranking ahead of platforms such as YouTube, Wikipedia, and TikTok. Overall, Pinterest received a total score of 78 out of 100 index points. Pinterest’s financials For the financial year 2023, Pinterest generated over 3 billion U.S. dollars in global annual revenue, a rise from the previous year’s result of 2.8 billion U.S. dollars. The majority of this revenue was generated in the United States. Additionally, in the last quarter of 2023, the social media platform reported a net loss of over 200 million U.S. dollars. As of June 2023, Pinterest was one of the biggest consumer internet and online service companies worldwide in terms of market capitalization. With a market cap of 19 billion U.S. dollars, Pinterest ranked in 16th place, ahead of Chewy, Delivery Hero, and Etsy.

The image-sharing and social pin board site Pinterest held almost an ** percent share in India's desktop social media market as of June 2023. This was a significant surge compared to the market share recorded during the same month in the previous year.

As of the second quarter of 2025, Pinterest had a total of 102 million monthly active users (MAUs) in the United States and Canada. For Europe, the image based social media platform had 146 million MAUs. Overall, for the rest of the world, there were 329 million MAUs in Q2 2025.

As of February 2025, India had a total of 413.85 million Instagram users, the largest Instagram audience in the world. The United States had 171.7 million users, and Brazil had 140.7 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Kazakhstan is the leading country for Instagram audience reach, with 86.2 percent of the population using the social media service. Turkey came in second, with a penetration rate of 85.5 percent and Uruguay ranked third, with 87.1 percent, followed closely by the UAE, Brazil, and Bahrain. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

In the first quarter of 2025, social media and image sharing platform Pinterest generated a revenue of 663 million U.S. dollars in the United States and Canada. In Europe, Pinterest made 147 million U.S. dollars in Q1 2025, and 45 million U.S. dollars throughout the rest of the world.

In the six months ending March 2024, the United States accounted for 38.06 percent of web traffic to the visual blogging site Pinterest.com. Second-ranked Brazil accounted for 8.74 percent of traffic to the website.

Visual Search Market Outlook

In 2023, the global visual search market size was estimated at $5.2 billion and is projected to grow significantly to reach approximately $27.8 billion by 2032, exhibiting a Compound Annual Growth Rate (CAGR) of 20.5% during the forecast period. The rise in adoption of AI and machine learning technologies is a prime factor driving the growth of the visual search market. The increasing penetration of smartphones and the growing use of internet services are further boosting the demand for visual search solutions globally.

One of the primary growth factors for the visual search market is the advancement in artificial intelligence (AI) and machine learning technologies. These technologies have enabled more accurate image recognition and better contextual understanding, which are crucial for effective visual search functionalities. AI algorithms continuously evolve and improve the precision with which they can identify and categorize images, making visual search more reliable and user-friendly. This technological evolution is encouraging more businesses to integrate visual search into their platforms, thus driving market growth.

Another significant growth driver is the proliferation of e-commerce and online retail platforms. Visual search enhances the online shopping experience by allowing consumers to search for products using images instead of text. This capability is particularly useful for finding items without knowing their exact names or descriptions. As a result, many e-commerce giants, such as Amazon, eBay, and Alibaba, are investing heavily in visual search technologies to stay competitive and enhance customer satisfaction. This trend is expected to further propel the market growth over the coming years.

The increase in smartphone usage and the growing availability of high-speed internet services are also contributing to the visual search market expansion. Smartphones equipped with advanced cameras and internet connectivity allow users to perform visual searches with ease. Additionally, the integration of visual search features into popular social media platforms like Pinterest and Instagram is increasing user engagement and driving adoption. As mobile internet access continues to expand, especially in emerging markets, the demand for visual search applications is expected to rise correspondingly.

Regionally, North America holds a significant share in the visual search market, primarily due to the presence of major technology companies and high adoption rates of advanced technologies. However, the Asia Pacific region is expected to witness the highest growth rate during the forecast period. The rapid digitalization, increasing internet penetration, and a large base of smartphone users in countries like China and India are key factors contributing to this growth. Additionally, supportive government policies and investments in AI and machine learning technologies are further accelerating market expansion in the region.

Visual content plays a pivotal role in the effectiveness of visual search technologies. As consumers increasingly rely on images to communicate and make purchasing decisions, the quality and relevance of visual content become crucial. High-quality images not only enhance the user experience but also improve the accuracy of visual search algorithms. Businesses are investing in creating rich visual content to ensure their products are easily discoverable through visual search platforms. This trend underscores the importance of visual content in driving engagement and conversion rates, making it a key component in the success of visual search applications.

Component Analysis

The visual search market can be segmented by component into software, hardware, and services. The software segment is pivotal as it involves the development of algorithms and applications that enable visual search functionalities. This segment includes various software solutions designed for image recognition, machine learning, and AI processing. Companies like Google and Microsoft are leading in providing sophisticated software that can accurately identify and process visual data. Continuous advancements in AI algorithms are expected to keep this segment at the forefront of market growth.

Hardware is another crucial component, encompassing devices and sensors required for capturing and processing visual data. This segment includes cameras, smartphones, and specialized hardware like visual recognit

As of June 2025, **** percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with **** percent of users, followed by **** percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up *** percent of users, respectively. Popular social media platforms in the United States Instagram was the fourth most visited social media platform in the United States as of March 2025 across desktop, mobile, and tablet devices combined, accounting for *** percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for more than ** percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and third in terms of visits, with ***** percent and ***** percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2025, the country with the largest Instagram audience was India with ****** million users, while the United States had the second-highest market with ***** million users, followed by Brazil, Indonesia, and Turkey, respectively. As of February 2025, Instagram was the third most popular social network globally, reaching *** billion monthly active users.

More than three-quarters of the Russian online population aged 16 years and older used the Telegram messenger, thus making it the most-used social media platform among those listed in the ranking. WhatsApp ranked second, with a penetration rate of nearly 74 percent, followed by VK and TikTok. Social media usage in Russia In 2024, the daily time spent on social media in Russia was recorded at roughly two hours and 20 minutes per user on average. After Facebook, Instagram, and X (formerly Twitter) were blocked in Russia at the end of February and the beginning of March 2022, a significant increase in activity was recorded on VK and Telegram. For example, the daily audience on VK increased by almost nine percent, while the number of friends requests and feed views grew by 250 percent and 25 percent, respectively. YouTube From the global perspective, YouTube ranked second after Facebook, which remained the leading social media platform with about three billion active users. The U.S.-based channel MrBeast had the highest number of subscribers on YouTube with around 343 million as of January 2025. India-based T-Series followed with 284 million subscribers as of that month.