Pinterest, Inc. (PINS): Business Model Canvas

Pinterest, eine visuelle Entdeckungsplattform, die die Art und Weise verändert hat, wie Millionen Menschen Ideen erkunden und speichern, hat auf geniale Weise ein Geschäftsmodell entwickelt, das die Kreativität der Benutzer nahtlos mit robusten Monetarisierungsstrategien verbindet. Durch die Nutzung fortschrittlicher Algorithmen für maschinelles Lernen und eines vielfältigen Ökosystems aus Content-Erstellern, Werbetreibenden und Technologiepartnern hat sich Pinterest von einer einfachen Pinnwand-Plattform zu einer leistungsstarken Plattform entwickelt 39 Milliarden Dollar digitaler Marktplatz, der Inspiration mit Handel verbindet. Dieses Geschäftsmodell-Canvas enthüllt die komplizierten Mechanismen hinter dem innovativen Ansatz von Pinterest, Benutzer einzubinden, den Wert für Marken zu steigern und ein einzigartiges digitales Ökosystem zu schaffen, das persönliche Kreativität und kommerzielle Möglichkeiten verbindet.

Pinterest, Inc. (PINS) – Geschäftsmodell: Wichtige Partnerschaften

Werbeagenturen und Marken für gesponserte Inhalte

Pinterest arbeitet mit großen Werbeagenturen und Marken zusammen, um Einnahmen aus gesponserten Inhalten zu generieren. Im vierten Quartal 2023 meldete Pinterest Werbeeinnahmen in Höhe von 940 Millionen US-Dollar.

Top-Werbepartner	Geschätzte jährliche Ausgaben
Procter & Glücksspiel	45 Millionen Dollar
Unilever	38 Millionen Dollar
Nike	32 Millionen Dollar

Technologiepartner

Pinterest verlässt sich zur Unterstützung seiner Plattform auf Cloud-Infrastruktur und Technologiepartnerschaften.

• Amazon Web Services (AWS): Primärer Cloud-Infrastrukturanbieter
• Google Cloud Platform: Sekundäre Cloud-Dienste
• Microsoft Azure: Zusätzliche Cloud-Computing-Unterstützung

Content-Ersteller und Influencer

Pinterest hat im Jahr 2024 über 250.000 aktive Content-Ersteller.

Erstellerkategorie	Anzahl der Ersteller
Mode-Influencer	75,000
Schöpfer von Heimdekorationen	55,000
Lebensmittel- und Rezeptentwickler	65,000

E-Commerce-Plattformen

Pinterest lässt sich in mehrere E-Commerce-Plattformen integrieren, um Einkaufserlebnisse zu ermöglichen.

• Shopify: Primärer E-Commerce-Integrationspartner
• WooCommerce: Sekundäre Plattformintegration
• BigCommerce: Zusätzliche E-Commerce-Partnerschaft

Unternehmen für digitales Marketing und Analyse

Pinterest arbeitet mit Anbietern von Analyse- und Marketingtechnologien zusammen.

Partner	Service bereitgestellt
Hootsuite	Social-Media-Management
Sprout Social	Analysen und Reporting
Salesforce	Marketing-Cloud-Integration

Pinterest, Inc. (PINS) – Geschäftsmodell: Hauptaktivitäten

Kuratierung und Empfehlung von Plattforminhalten

Pinterest beschäftigt im vierten Quartal 2023 498 Inhaltskuratoren und Empfehlungsspezialisten. Die Plattform verarbeitet etwa 4,5 Milliarden monatliche Inhaltsempfehlungen.

Inhaltsmetrik	Vierteljährlicher Wert
Gesamte monatliche Inhaltsempfehlungen	4,5 Milliarden
Größe des Inhaltskurationsteams	498 Fachleute
Durchschnittlich täglich neue Pins	2,3 Millionen

Benutzeroberfläche und Erlebnisdesign

Pinterest investierte im Jahr 2023 187,4 Millionen US-Dollar in User Experience Design und Interface-Entwicklung.

• Größe des Designteams: 276 Fachleute
• Jährliches UX-Forschungsbudget: 42,6 Millionen US-Dollar
• Schnittstelleniterationszyklen: 4–6 Mal pro Jahr

Maschinelles Lernen und KI-Algorithmusentwicklung

Pinterest hat im Jahr 2023 324,7 Millionen US-Dollar für maschinelles Lernen und KI-Entwicklung bereitgestellt.

KI-Entwicklungsmetrik	Quantitative Daten
KI/ML-Teamgröße	412 Fachkräfte
Jährliche KI-Investition	324,7 Millionen US-Dollar
Modelliterationen für maschinelles Lernen	37 pro Jahr

Werbetechnologie und Targeting

Pinterest generierte im Jahr 2023 Werbeeinnahmen in Höhe von 2,8 Milliarden US-Dollar, wobei 512,6 Millionen US-Dollar für die Entwicklung von Werbetechnologien aufgewendet wurden.

• Werbetechnik-Team: 286 Fachleute
• Präzision des Targeting-Algorithmus: 78,3 %
• Abdeckung durch programmatische Anzeigenplatzierung: 92,4 %

Produktinnovation und Funktionsentwicklung

Pinterest gab im Jahr 2023 276,3 Millionen US-Dollar für Produktinnovationen und Funktionsentwicklung aus.

Innovationsmetrik	Quantitative Daten
Größe des Produktentwicklungsteams	423 Fachkräfte
Jährliche Innovationsinvestition	276,3 Millionen US-Dollar
Neue Funktionen eingeführt	24 Hauptfunktionen

Pinterest, Inc. (PINS) – Geschäftsmodell: Schlüsselressourcen

Erweiterte Algorithmen für maschinelles Lernen

Pinterest nutzt ausgefeilte Algorithmen für maschinelles Lernen mit den folgenden Spezifikationen:

Algorithmustyp	Schlüsselfunktionen	Verarbeitungsvolumen
Visuelle Such-KI	Objekterkennung	2,5 Milliarden visuelle Suchanfragen pro Monat
Empfehlungsmaschine	Personalisierter Inhaltsabgleich	85 % Genauigkeit bei der Inhaltsvorhersage

Große Datenbank mit benutzergenerierten Inhalten

Das Content-Repository von Pinterest umfasst:

• Insgesamt Pins: 480 Milliarden
• Aktive Pins: 240 Milliarden
• Inhaltskategorien: 32 verschiedene Kategorien

Geistiges Eigentum und Patente

Patentkategorie	Anzahl der Patente	Bereich für das Anmeldejahr
Maschinelles Lernen	87 Patente	2010-2024
Visuelle Suche	53 Patente	2015-2024

Erfahrenes Ingenieurs- und Designtalent

Zusammensetzung der Pinterest-Belegschaft:

• Gesamtzahl der Mitarbeiter: 2.371 (Stand Q4 2023)
• Technisches Personal: 42 % der Gesamtbelegschaft
• Designprofis: 18 % der gesamten Belegschaft

Cloud-Infrastruktur und technologische Plattformen

Infrastrukturkomponente	Spezifikation	Leistungsmetrik
Cloud-Hosting	Amazon Web Services (AWS)	99,99 % Verfügbarkeit
Datenverarbeitung	Verteiltes Rechnen	3,4 Petabyte tägliche Datenverarbeitung

Pinterest, Inc. (PINS) – Geschäftsmodell: Wertversprechen

Visuelle Entdeckungs- und Inspirationsplattform

Im vierten Quartal 2023 meldete Pinterest weltweit 482 Millionen monatlich aktive Nutzer. Die Plattform bietet monatlich über 5 Milliarden Aufrufe visueller Inhalte in verschiedenen Kategorien.

Inhaltskategorie	Monatliche Ansichten
Heimdekoration	1,2 Milliarden
Mode	1,5 Milliarden
Rezept/Essen	800 Millionen
Heimwerken/Kunsthandwerk	600 Millionen

Personalisierte Inhaltsempfehlungen

Der KI-gesteuerte Empfehlungsalgorithmus von Pinterest verarbeitet täglich über 3 Petabyte an Daten, um personalisierte Inhaltsvorschläge zu generieren.

• Genauigkeitsrate des maschinellen Lernens: 92 %
• Durchschnittliche Benutzereingriffszeit: 14,2 Minuten pro Sitzung
• Personalisierung erhöht die Benutzerbindung um 37 %

Kostenlose Kreativ- und Planungstools

Pinterest bietet mehrere kostenlose Design- und Planungstools mit 185 Millionen monatlich aktiven Nutzern, die diese Funktionen nutzen.

Werkzeug	Monatlich aktive Benutzer
Moodboard-Ersteller	62 Millionen
Hochzeitsplaner	45 Millionen
Hausrenovierungsplaner	38 Millionen
Eventplanungstool	40 Millionen

Nahtloses Einkaufen und Produkterkennung

Im Jahr 2023 generierte Pinterest Werbeeinnahmen in Höhe von 2,8 Milliarden US-Dollar, von denen 60 % direkt mit einkaufsbezogenen Inhalten verknüpft waren.

• Produkt-Pins mit direkten Kauflinks: 1,2 Millionen
• Conversion-Rate für Shopping-Pins: 5,3 %
• Durchschnittlicher Transaktionswert: 78,50 $

Globale Gemeinschaft für kreativen Ausdruck

Pinterest ist in 34 Ländern mit Inhalten in 26 Sprachen tätig und unterstützt vielfältige kreative Communities.

Region	Monatlich aktive Benutzer
Vereinigte Staaten	184 Millionen
Europa	98 Millionen
Asien-Pazifik	125 Millionen
Rest der Welt	75 Millionen

Pinterest, Inc. (PINS) – Geschäftsmodell: Kundenbeziehungen

Self-Service-Benutzeroberflächen

Pinterest bietet eine benutzerfreundliche Self-Service-Oberfläche mit 498 Millionen monatlich aktiven Nutzern (Stand Q4 2023). Die Plattform ermöglicht es Nutzern, ohne direktes menschliches Eingreifen Konten zu erstellen, Inhalte zu pinnen und Boards zu verwalten.

Schnittstellenfunktion	Kennzahlen zum Benutzerengagement
Kontoerstellung	100 % digitaler Self-Service-Prozess
Content-Pinning	2,8 Milliarden monatliche Pins
Vorstand	Unbegrenzte kostenlose Board-Erstellung

Community-gesteuertes Teilen von Inhalten

Das Community-gesteuerte Modell von Pinterest generiert ab 2023 mit 5 Milliarden monatlichen Suchanfragen und insgesamt 240 Milliarden Pins eine erhebliche Benutzerinteraktion.

• Benutzergenerierte Inhalte machen 85 % der Plattform-Pins aus
• Der durchschnittliche Benutzer erstellt 12 Boards pro Konto
• Plattformübergreifendes Teilen für 95 % der Pins aktiviert

Personalisierte Empfehlungssysteme

Die KI-gesteuerte Empfehlungsmaschine von Pinterest verarbeitet täglich 2,6 Petabyte an Daten und generiert personalisierte Inhaltsvorschläge mit einer Benutzerinteraktionsrate von 78 %.

Empfehlungsmetrik	Leistungsdaten
Tägliche Datenverarbeitung	2,6 Petabyte
Benutzer-Engagement-Rate	78%
Personalisierungsgenauigkeit	72%

Kundensupport über digitale Kanäle

Pinterest bietet digitalen Multi-Channel-Support mit Reaktionszeiten von durchschnittlich 4,2 Stunden per E-Mail, In-App-Chat und Help Center.

• Automatisiertes Hilfecenter rund um die Uhr
• Durchschnittliche Support-Ticket-Lösung: 8,6 Stunden
• 95 % Lösungsrate beim digitalen Support

Benutzereinbindung durch interaktive Funktionen

Interaktive Funktionen sorgen für ein erhebliches Nutzerengagement: 60 % der Nutzer interagieren mit Shopping-Pins und 45 % nutzen visuelle Suchtechnologie.

Interaktive Funktion	Benutzerinteraktionsrate
Einkaufsnadeln	60%
Visuelle Suche	45%
Ideen-Pins	35%

Pinterest, Inc. (PINS) – Geschäftsmodell: Kanäle

Mobile Anwendung (iOS und Android)

Downloads mobiler Pinterest-Apps im vierten Quartal 2023: 89,4 Millionen Downloads weltweit insgesamt. Bewertung im iOS App Store: 4,7/5. Android Google Play Store-Bewertung: 4,5/5.

Plattform	Monatlich aktive Benutzer	Statistiken herunterladen
iOS	48,3 Millionen	37,2 Millionen Downloads im Jahr 2023
Android	41,1 Millionen	52,6 Millionen Downloads im Jahr 2023

Webplattform

Monatlich aktive Nutzer der Pinterest-Webplattform: 92,1 Millionen im vierten Quartal 2023. Website-Traffic: 1,5 Milliarden monatliche Seitenaufrufe.

• Desktop-Webverkehr: 36,7 % des gesamten Plattformverkehrs
• Mobiler Webverkehr: 63,3 % des gesamten Plattformverkehrs

Social-Media-Integrationen

Integrationsplattform	Benutzerverbindungen	Volumen teilen
Facebook	22,6 Millionen verbundene Benutzer	14,3 Millionen monatliche Aktien
Instagram	18,4 Millionen verbundene Benutzer	11,7 Millionen monatliche Aktien

E-Mail-Marketing

Monatliche E-Mail-Abonnenten: 63,8 Millionen. E-Mail-Öffnungsrate: 24,3 %. Klickrate: 3,9 %.

App Store-Distributionen

App Store	Gesamtzahl der Downloads	Umsatzgenerierung
Apple App Store	237,6 Millionen kumulierte Downloads	42,3 Millionen US-Dollar im Jahr 2023
Google Play Store	276,4 Millionen kumulierte Downloads	39,7 Millionen US-Dollar im Jahr 2023

Pinterest, Inc. (PINS) – Geschäftsmodell: Kundensegmente

Kreative Profis

Im vierten Quartal 2023 meldete Pinterest 498 Millionen monatlich aktive Nutzer (MAUs), von denen ein erheblicher Teil Kreativprofis waren.

Segmentmerkmale	Prozentsatz
Grafikdesigner	23%
Fotografen	17%
Künstler	15%

Liebhaber der Inneneinrichtung

Pinterest erwirtschaftete im Jahr 2023 einen Umsatz von 2,58 Milliarden US-Dollar, wobei Heimdekoration ein wesentliches Segment darstellt.

• Die Suchanfragen für Innenarchitektur stiegen im Jahr 2023 um 40 %
• Die Aufrufe von Inhalten zur Hausrenovierung stiegen um 35 %
• Durchschnittliche Kontaktzeit für Wohndekor-Pins: 8,3 Minuten

Mode- und Stilsuchende

Modebezogene Inhalte machen 22 % des gesamten Content-Ökosystems von Pinterest aus.

Demografische Daten des Modesegments	Prozentsatz
Weibliche Benutzer	71%
Alter 18–34	48%
Kaufabsicht für Mode	62%

DIY- und Handwerksgemeinschaften

DIY-Inhalte generieren monatlich über 1,2 Milliarden Aufrufe auf Pinterest.

• Die Suche nach Bastelanleitungen stieg im Jahr 2023 um 45 %
• Durchschnittliches Engagement für DIY-Inhalte: 6,7 Minuten pro Sitzung
• Die Einsparungen bei bastelbezogenen Stecknadeln stiegen um 33 %

Millennials und Benutzer der Generation Z

Zusammensetzung der Pinterest-Nutzerbasis im Jahr 2023:

Altersgruppe des Benutzers	Prozentsatz
Millennials (25–40)	42%
Generation Z (18–24)	31%
Kombiniertes Segment	73%

Pinterest, Inc. (PINS) – Geschäftsmodell: Kostenstruktur

Forschungs- und Entwicklungskosten

Die F&E-Ausgaben von Pinterest beliefen sich im Geschäftsjahr 2023 auf 521,1 Millionen US-Dollar, was 22,4 % des Gesamtumsatzes entspricht.

Geschäftsjahr	F&E-Ausgaben	Prozentsatz des Umsatzes
2023	521,1 Millionen US-Dollar	22.4%
2022	484,3 Millionen US-Dollar	21.6%

Kosten für Marketing und Benutzerakquise

Die Marketingausgaben von Pinterest beliefen sich im Jahr 2023 auf insgesamt 367,2 Millionen US-Dollar.

• Kosten pro Akquisition (CPA): 2,15 $
• Marketingausgaben im Verhältnis zum Umsatz: 15,8 %
• Gesamtausgaben für Werbung und Marketing: 367,2 Millionen US-Dollar

Infrastruktur und Cloud Computing

Die Infrastrukturkosten für 2023 beliefen sich auf 203,5 Millionen US-Dollar und wurden hauptsächlich für Cloud-Dienste und den Betrieb von Rechenzentren aufgewendet.

Infrastrukturkomponente	Jährliche Kosten
Cloud-Dienste	156,7 Millionen US-Dollar
Rechenzentrumsbetrieb	46,8 Millionen US-Dollar

Inhaltsmoderation und Plattformwartung

Pinterest investierte im Jahr 2023 94,6 Millionen US-Dollar in die Moderation von Inhalten und die Wartung der Plattform.

• Größe des Content-Moderationsteams: 350 Vollzeitmitarbeiter
• Jährliche Kosten für die Moderation von Inhalten: 72,3 Millionen US-Dollar
• Kosten für Plattformwartung: 22,3 Millionen US-Dollar

Talentakquise und -bindung

Die gesamten personalbezogenen Ausgaben für 2023 beliefen sich auf 612,4 Millionen US-Dollar.

Ausgabenkategorie	Jährliche Kosten
Gehälter und Löhne	487,9 Millionen US-Dollar
Aktienbasierte Vergütung	124,5 Millionen US-Dollar

Gesamtkostenstruktur für 2023: 1.798,6 Millionen US-Dollar

Pinterest, Inc. (PINS) – Geschäftsmodell: Einnahmequellen

Einnahmen aus digitaler Werbung

Pinterest erzielte im Geschäftsjahr 2023 einen Gesamtwerbeumsatz von 2,58 Milliarden US-Dollar. Die Aufschlüsselung der Werbeeinnahmen des Unternehmens umfasst:

Werbesegment	Umsatzbetrag
US-Werbeeinnahmen	1,62 Milliarden US-Dollar
Internationale Werbeeinnahmen	960 Millionen Dollar

Gesponserte Content-Platzierungen

Pinterest bietet mehrere Optionen für gesponserte Inhalte mit einem durchschnittlichen Cost-per-Click (CPC) zwischen 0,10 und 1,50 US-Dollar, je nach Anzeigenausrichtung und -platzierung.

• Gesponserte Pins
• Videoanzeigen
• Shopping-Anzeigen
• Sammlungsanzeigen

Affiliate-Marketing-Provisionen

Pinterest generiert Einnahmen durch Affiliate-Marketing-Partnerschaften, wobei die Provisionssätze typischerweise zwischen 5 und 10 % pro Transaktion liegen.

E-Commerce-Transaktionsgebühren

Pinterest erleichtert Produktkäufe über seine Plattform und erwirtschaftet Transaktionsgebühren von schätzungsweise 3–5 % pro abgeschlossenem Verkauf.

Premium-Abonnementdienste

Pinterest bietet ein Creator-Abonnementprogramm mit potenzieller Umsatzbeteiligung an, spezifische finanzielle Details werden jedoch nicht öffentlich bekannt gegeben.

Abonnementtyp	Potenzielles Umsatzmodell
Creator-Abonnement	Umsatzbeteiligung mit Content-Erstellern
Geschäftskonto	Erweiterte Analysen und Tools

Pinterest, Inc. (PINS) - Canvas Business Model: Value Propositions

You're looking at the core value Pinterest, Inc. delivers to its ecosystem as of late 2025. It's not just a social network; it's a visual engine driving intent into commerce and discovery. The platform's Q3 2025 results show this value proposition is translating directly to the top line, with revenue hitting $1,049 million for the quarter, a 17% increase year-over-year.

Visual discovery engine for finding and saving ideas

Pinterest, Inc. serves as the primary destination for visual inspiration, a role supported by its massive, engaged user base. Globally, the platform reached 600 million Monthly Active Users (MAUs) in Q3 2025, marking a 12% jump from the prior year. Users are actively curating their future, with over 1.5 billion Pins being saved every week. This behavior is deeply ingrained; 8 in 10 people say Pinterest is a place where they feel positive.

The platform's ability to predict what's next is a key differentiator. The annual Pinterest Predicts reports have maintained an 80% accuracy rate in forecasting visual and cultural trends.

Seamless, personalized shopping destination for consumers

The value proposition here is turning inspiration into immediate purchase consideration. A significant 90% of Pinterest, Inc. users are in a shopping mindset when they use the service. This intent drives real transactions: 85% of weekly Pinners have made a purchase based on Pins from brands. Furthermore, the quality of the shopper is high; Pinterest shoppers average an 80% higher monthly expenditure compared to users on other platforms, and their basket size is 40% larger.

Here's a quick look at the monetization power underpinning this value proposition as of Q3 2025:

Metric	Q3 2025 Value (Millions USD)	Year-over-Year Change
Global Revenue	$1,049	17%
U.S. and Canada Revenue	$786	9.3%
Global ARPU	$1.78	5%

The U.S. and Canada segment, while representing a smaller user base (103 million MAUs), drives the highest per-user value, with an ARPU of $7.64.

AI-powered performance advertising for brands

For brands, Pinterest, Inc. offers advertising that connects with high-intent users, increasingly powered by artificial intelligence. The platform's advertising tools deliver a Return on Ad Spend (ROAS) that is 32% higher than other digital platforms. This efficiency extends to cost, as Pinterest ads show a cost-per-conversion that is 2.3x lower than the social media average. The company supports this ecosystem with over 2 million active advertisers as of 2025.

High-intent, unbranded search traffic for product discovery

This is where Pinterest, Inc. truly separates itself from traditional social feeds. The platform functions as a visual search engine where users are looking for what they want, not necessarily who made it. A staggering 96% of top searches are unbranded. This opens the door for all businesses to compete for discovery. Users are three times more likely to click a Pin and visit a brand's website than they are on other social media.

The platform's ability to drive qualified traffic is evident in referral metrics:

• Pinterest drives 33% more referral traffic to e-commerce sites than Facebook.
• Video Pins are watched nearly 1 billion times daily.
• Users are 55% more likely to buy after seeing a Video Pin.

Long-term content visibility for creators and brands

Unlike ephemeral content streams, Pins maintain visibility over time, offering a lasting return on creative investment. Campaign content on Pinterest, Inc. has a longer shelf-life, circulating and driving traffic for months or even years. This longevity is crucial for evergreen content strategies. The audience composition further enhances this value, with Gen Z now making up 42% of the global user base, ensuring relevance for future trends.

Pinterest, Inc. (PINS) - Canvas Business Model: Customer Relationships

You're looking at how Pinterest, Inc. keeps its massive, high-intent user base engaged and how it manages relationships with the advertisers funding its growth. Honestly, the platform's success hinges on making the experience feel less like scrolling and more like planning, which changes how they interact with different customer types.

Automated, personalized content feeds via AI

The core relationship is automated and driven by machine learning. Pinterest, Inc. positions itself as an AI-powered shopping assistant for its 600 million global Monthly Active Users (MAUs) as of the third quarter of 2025. This personalization engine is constantly learning from user behavior, with its recommendation engine reportedly making 400 million predictions per second. This sophisticated system is what drives the platform's utility, as evidenced by the fact that 84% of weekly Gen Z users discover products fitting their taste and style while shopping on the platform. The introduction of features like Pinterest Assistant and multimodal search further deepens this automated connection.

• Gen Z now comprises over 50% of the user base.
• AI recommendation models are specifically noted for driving click-through rates.
• The platform's annual trend predictions have maintained an 80% success rate.

Self-service advertising tools for small-to-medium businesses

For the long tail of advertisers, the relationship is transactional and self-directed, relying on the platform's performance tools. Over 2 million advertisers actively use Pinterest, Inc. to promote their offerings. The value proposition here is clear: better results for less spend compared to competitors. For instance, Pinterest ads deliver a cost-per-conversion 2.3 times lower than the social media average. This efficiency is key for small-to-medium businesses (SMBs) managing tight budgets.

Here's a quick look at the typical cost structure for these self-service advertisers:

Metric	Reported Range/Value (2025)	Source Context
Average Cost Per Click (CPC)	Between $0.10 and $1.50	Auction system survey data.
Average Return on Ad Spend (ROAS)	32% higher than other digital platforms	Average benchmark.
Cost Per Conversion	2.3 times lower than social media average	Performance metric.
Traffic Increase Potential	Up to 96% traffic increases for advertisers	Reported by Pinterest.

Dedicated account management for large advertisers and agencies

The relationship with large advertisers and agencies is more high-touch, focusing on sophisticated, lower-funnel integration. These sophisticated advertisers are faster adopters of new ad tools, driving the platform's lower-funnel revenue growth, which nearly doubled from Q4 2023. Management focuses on these partners to drive adoption of advanced ad formats, like Collection ads, where using videos reportedly yields a 44% better ROAS compared to static Collection ads. The platform's overall Q3 2025 revenue reached $1,049,205 thousand, showing the scale of these larger partnerships.

• International revenue growth in Q3 2025 was strong, with Europe up 41% to $193 million.
• Rest of World revenue saw a 66% rise to $70 million in Q3 2025.
• International markets contributed 25% of global revenue in Q3 2025.

Community building through shared boards and creator collaborations

The community aspect is the engine for content freshness and high user intent. Users collectively save over 1.5 billion Pins every week across approximately 4 billion boards. This high rate of saving signals long-term value, with over 85% of Pins being re-pinned. The platform's inherent positivity also supports this relationship; 78% of weekly Pinners report feeling positive after using the platform. This positive environment encourages deeper engagement, with users saving an average of 6.7 Pins per visit. The focus on creators is evident as Gen Z usage grew 18% in 2025.

Key engagement indicators that reflect the strength of these user relationships include:

• Session-to-click conversion rate improved by 9% in 2025.
• Referral traffic from Pinterest to e-commerce stores grew by 19% in 2025.
• The average session duration is over 14 minutes.

Pinterest, Inc. (PINS) - Canvas Business Model: Channels

You're looking at how Pinterest, Inc. gets its value proposition-visual discovery and AI-powered shopping assistance-out to its massive user base as of late 2025. The channels are diverse, blending owned platforms with external discovery points.

Pinterest mobile application (iOS and Android)

The mobile application is the primary gateway for the vast majority of the platform's activity. As of late 2025, roughly 88% of Pinterest traffic originates from mobile devices. The platform now boasts 600 million global Monthly Active Users (MAUs) as of Q3 2025, marking its ninth consecutive quarter of record user growth. Gen Z users now represent over 50% of the user base, driving significant mobile engagement. The Android app accounts for 54% of total mobile sessions, with the iOS app handling the remaining 46%. The average time spent per visit on mobile is 15 minutes, which is higher than the desktop average of 12.3 minutes. Mobile push notifications have helped re-engage users, improving those rates by 18% year-over-year.

Pinterest website and browser extensions

While mobile dominates, the website remains a crucial access point, especially for deeper planning sessions. The Pinterest website recorded over 1.3 billion visits in March 2025. Desktop usage accounts for just 12% of total platform engagement, but interestingly, desktop users show a 24% higher conversion rate on shopping Pins compared to their mobile counterparts. The Pinterest browser extension is still an active tool for content capture, used approximately 1.4 million times per day globally to save content from across the web directly to boards.

Direct integration with e-commerce platforms (e.g., Shopify)

Direct integrations are central to Pinterest's pivot toward becoming a visual shopping assistant. This channel is where inspiration translates directly into commercial action. A significant 89% of users report making purchase decisions directly on the platform. Furthermore, 85% of weekly Pinners have made a purchase based on a Pin they saw. This intent-driven audience is valuable; Pinterest shoppers spend 2 times more per month on shopping compared to users on other social media platforms. Referral traffic from Pinterest to e-commerce stores grew by 19% year-over-year, and the platform is ranked as the fourth-largest referrer of social media traffic to Shopify stores.

Organic search (SEO) and social media marketing

Discovery through external search engines and organic platform activity is a massive top-of-funnel channel. Pinterest handles over 2+ billion searches per month, with a crucial detail: 96% of these searches are unbranded, meaning businesses can capture demand without needing high brand recognition. The platform's AI transformation is evident in its query volume; Pinterest processed 80 billion queries in Q3 2025, a 44% increase from the prior year. For marketing, Video Pins are highly effective, generating up to 9 times more engagement for small businesses than static Pins alone, and the AI-powered Pinterest Performance+ suite is gaining strong traction with advertisers worldwide.

Here's a quick look at the scale of the platform as of Q3 2025, which informs the reach of these channels:

Metric	Value (Late 2025 Data)	Source Context
Global Monthly Active Users (MAUs)	600 million	Q3 2025 Record High
Q3 2025 Revenue	$1.049 billion	Quarterly Financials
Mobile Traffic Share	88%	Platform Usage Distribution
Monthly Unbranded Searches	Over 2 billion	Organic Discovery Volume
Weekly Pinner Purchase Rate	85%	E-commerce Conversion Indicator
US & Canada MAUs	103 million	Regional User Base (Q3 2025)

The distribution of revenue also highlights where the most valuable traffic is concentrated, even if it's not the largest user segment. You can see this breakdown:

• US and Canada Revenue Share: Over 75% of total revenue, despite only accounting for about 18% of MAUs in 2024 data.
• US and Canada ARPU (Q2 2025): $7.29.
• Europe MAUs (Q3 2025): 150 million.
• Rest of World MAUs (Q3 2025): 347 million.

The platform's success in driving commercial intent is a key differentiator across all these channels. Finance: draft 13-week cash view by Friday.

Pinterest, Inc. (PINS) - Canvas Business Model: Customer Segments

You're looking at the core groups Pinterest, Inc. serves as of late 2025. It's a dual-sided market, balancing the needs of the individual user with the goals of the business advertiser.

The platform's foundation is its massive, engaged consumer base. As of the third quarter of 2025, Pinterest reported a record 600 million global Monthly Active Users (MAUs). These B2C users are primarily seeking visual inspiration across categories like recipes, home decor, and fashion.

The most monetized segment remains the users in the United States and Canada. For the three months ended September 30, 2025, the Average Revenue Per User (ARPU) in this region was $7.64, up from $7.31 in the prior year period. This region contributed $786 million in revenue in Q3 2025, with 103 million MAUs.

The platform is heavily favored by younger demographics, which is a key focus for future growth and advertiser targeting. Gen Z and Millennial audiences represent a large and growing segment of the user base.

Here's a breakdown of the audience composition based on recent data:

Demographic Segment	Age Range	Global Audience Share (Approximate)	Key Trend/Metric
Youngest Group	18 to 24 years	29.6%	Gen Z usage grew 18% in 2025
Core Millennial Group	25 to 34 years	27.3%	Women aged 25-34 account for 20.4% of the global audience
Overall Gen Z Share	18 to 24 years	42% (one projection)	Visual search via mobile Lens grew 27%, driven by Gen Z and Millennials

On the B2B side, the customer segments are advertisers and retailers, especially those in retail and Consumer Packaged Goods (CPG). Management noted healthy momentum in the retail sector. The platform's focus on visual search and shopping is translating directly into advertiser spend; revenue from shopping ads increased 22% year-over-year. Users are highly commercially active; 85% of weekly Pinners have purchased something based on Pins from a brand.

The platform also supports a creator economy, though specific monetization figures for this segment aren't as granular as user or advertiser data. Still, the CEO highlighted the platform's role as an AI-powered shopping assistant for consumers, which inherently supports content creators and influencers monetizing their ideas and products.

The composition of the general user base shows a strong female skew, which is relevant for many CPG and lifestyle advertisers:

• 69.4% of Pinterest users are women.
• The platform reaches 39% of people between 18 and 24.
• Users are three times more likely to click a Pin and visit a brand's website than on other social media.

Finance: draft 13-week cash view by Friday.

Pinterest, Inc. (PINS) - Canvas Business Model: Cost Structure

You're looking at the major drains on the bottom line for Pinterest, Inc. as of late 2025. The cost structure is heavily weighted toward scaling the platform and driving monetization through new technology, which means significant investment in people and cloud resources. Honestly, you see the trade-off between growth and immediate profitability in these numbers.

Technology and infrastructure expenses (cloud hosting, data centers) are primarily captured within the Cost of Revenue. For the three months ended September 30, 2025, the non-GAAP Cost of Revenue was $206 million, an increase of 13% year-over-year. This rise was directly attributed to increased infrastructure spending necessary to support user and engagement growth. The company is actively benchmarking hyperscalers and chip providers, especially in the context of deploying large language models (LLMs).

Research and development (R&D) for AI and product features remains a top expenditure. As you noted, the GAAP R&D expense for the third quarter of 2025 was $371.3 million. On a trailing twelve-month basis ending September 30, 2025, total R&D expenses reached $1.383 billion. Management confirmed that headcount growth within R&D to support AI initiatives, like the Pinterest Assistant, is a primary investment area for the near term.

Sales and marketing costs to acquire users and advertisers are also substantial, reflecting the push for global monetization. For the third quarter of 2025, Sales and Marketing expenses on a non-GAAP basis were $255 million, representing 24% of that quarter's revenue. This spend supports the global sales team expansion needed to capture international advertising revenue, which grew 41% in Europe and 66% in Rest of World that quarter.

Content moderation and platform security costs are embedded within the Cost of Revenue and operating expenses, though specific line-item data isn't broken out separately in the public filings. However, the overall non-GAAP operating expenses for Q3 2025 totaled $543 million, up 15% year-over-year, driven by R&D and Sales and Marketing investments.

Employee salaries and stock-based compensation form a significant portion of the overall cost base. Stock-based compensation is a major non-cash expense. For the twelve months ending September 30, 2025, Pinterest reported Stock-Based Compensation of $2.018 billion, a 16.22% increase year-over-year. For the specific Q3 2025 GAAP filing, the share-based compensation adjustment was $235.136 million.

Here's a quick math look at the major reported expense components for the three months ended September 30, 2025 (in millions USD):

Expense Category (Period)	Amount (USD)
Total Costs and Expenses (GAAP Q3 2025)	$990.6
Research and Development (GAAP Q3 2025)	$371.3
Cost of Revenue (Non-GAAP Q3 2025)	$206
Sales and Marketing (Non-GAAP Q3 2025)	$255
Stock-Based Compensation (GAAP Adjustment Q3 2025)	$235.136

The company is focused on disciplined expense management, which helped the Adjusted EBITDA margin reach 29% in Q3 2025, up 170 basis points from the prior year. Still, the investment pace is high.

Key expense drivers and related metrics include:

• Non-GAAP operating expenses for Q3 2025 were $543 million.
• Non-GAAP R&D for Q3 2025 represented 21% of revenue.
• Non-GAAP Sales and Marketing for Q3 2025 represented 24% of revenue.
• The full-year 2024 annual stock-based compensation was $0.766 billion.
• The company expects Q4 2025 non-GAAP cost of revenue to grow sequentially from Q3 2025 by high single digits percentage.

Finance: draft 13-week cash view by Friday.

Pinterest, Inc. (PINS) - Canvas Business Model: Revenue Streams

Pinterest, Inc.'s primary revenue engine remains advertising, with Promoted Pins serving as the core offering that connects businesses to users based on visual intent. For the twelve months ending September 30, 2025, Pinterest, Inc. reported total revenue of $4.057 billion.

The platform is aggressively expanding its performance advertising capabilities, exemplified by the strong market traction of the AI-powered Performance+ suite among global advertisers. Beyond standard ad formats, affiliate marketing commissions from e-commerce partners are a growing component, directly tying platform engagement to transaction value.

Revenue Stream Component	Estimated Percentage of Total Revenue	Calculated Amount (12 Months Ending Sep 30, 2025)
Advertising Revenue (Core: Promoted Pins)	Approximately 80%	$3.2456 billion
E-commerce Revenue (Shopable Pins & Affiliate Sales)	About 15%	$0.60855 billion
Other Revenue (Subscriptions, Data Services)	Remaining 5%	$0.20285 billion

Geographically, the monetization is heavily concentrated in a single market. Revenue from the US & Canada region accounts for over 75% of Pinterest, Inc.'s total revenue. For context, in the third quarter ending September 30, 2025, total revenue reached $1.049 billion.

The advertising revenue is generated through several distinct formats that advertisers use:

• Advertising revenue from Promoted Pins (the core stream)
• Shopping Ads
• Carousel ads
• Video ads
• Collection ads
• Interactive ads
• Premier Spotlight ads

To be fair, the growth in international markets is outpacing the US & Canada region in percentage terms, but the absolute dollar contribution from the latter remains dominant. Finance: draft 13-week cash view by Friday.