Twitter's ad revenue up 48% but user growth stalls for first time

Twitter has reported a $521.03 million (£358.65 million) net loss for trading in 2015 and, for the first time, no growth in its user numbers.

Twitter: reported 320 million average monthly users
Twitter: reported 320 million average monthly users

In its fourth quarter earnings, the social media platform reported a net loss of $90.24 million (£62.11 million) for the three months up to 31 December, 2015.

Twitter reported that it had 320 million average monthly unique users, the same number as it had in the third quarter. 

The company reported year-on-year revenue growth of 58.0% to $2.22 billion for 2015, while its Q4 revenue was up 48.3 per cent to $710,473.

Total advertising revenue reached $641 million in Q4, an increase of 48.3 per cent year over year,

In a letter to shareholders, Twitter said that its Promoted Video ad format is now a "meaningful contributor" to its advertising business.

It also revealed the results of a pilot for its conversational video ad unit, which encourage consumers to engage and share a brand’s ad on Twitter. EA Sport, one of the first brands to use conversational video ads, had over 19 million paid for its #MyMaddenPrediction contest. Twitter said this delivered an earned media rate of more than 78 per cent.

  

Topics

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published