Is Facebook Losing Users?

Facebook worldwide monthly active users increased from 2.91 billion in 2021, to 2.96 billion, by the end of 2022. Of which 266 million monthly active users were in US&Canada, 407 million in Europe, 1.3 billion in Asia, and 979 million in the resort of the world. WorldwideUS & CanadaEuropeAsiaRest of the worldQ4 20222.96B2664071312979FourWeekMBA Analysis Related Visual Stories Who Owns Facebook Facebook, rebranded as Meta in 2021, is primarily owned by Mark Zuckerberg, founder and CEO. Zuckerberg keeps tight control over the ownership and decision-making of the company. Other large individual shareholders comprise former COO Sheryl Sandberg and co-founder Eduardo Saverin. Large institutional investors include BlackRock, Vanguard, and Fidelity. Facebook Business Model Facebook, the main product of Meta is an attention merchant. As such, its algorithms condense the attention of over 2.91 billion monthly active users as of June 2021. Meta generated $117.9 billion in revenues, in 2021, of which $114.9 billion from advertising (97.4% of the total revenues) and over $2.2 billion from Reality Labs (the augmented and virtual reality products arm). Facebook Revenue Breakdown Facebook Revenues Facebook Employees Facebook Revenue Per Employee In 2022, post layoffs, Facebook generated $1,535,056 per employee, compared to $1,638,586 in 2021. Facebook MAU Facebook ARPU ARPU, or average revenue per user, is a key metric for attention merchants like Facebook. It assesses the ability of the platform to monetize its users. For instance, by the end of 2022, Meta's ARPU worldwide was $10.86. While in US & Canada, it was $58.77; in Europe, it was $17.29; in Asia, $4.61 and in the rest of the world, it was $3.52. Facebook ARPU 2010-2022 The ARPU, or average revenue per user, is a key metric to track the success of Facebook - now Meta - family of products. For instance, by the end of 2022, Meta's ARPU worldwide was $10.86. While in US & Canada, it was $58.77; in Europe, it was $17.29; in Asia, $4.61 and in the rest of the world, it was $3.52. Facebook Profitability Reality Labs As of September 2022, Facebook, rebranded as Meta, is a profitable company, generating $18.54B in net profits. Yet, if we look at its Reality Labs segment, which is in charge of building the Metaverse, it recorded a net loss of $9.44 billion in the first nine months of 2022. Instagram Business Model Instagram makes money via visual advertising. Acquired by Facebook for a billion-dollar in 2012, today, Instagram is integrated into the overall Facebook (now rebranded as Meta) business strategy. In 2018, Instagram founders Kevin Systrom and Mike Krieger left the company as Facebook pushed toward tighter integration of the two platforms. In 2022, Instagram is the most successful product still, in Meta's portfolio. WhatsApp Business Model Founded in 2009 by Brian Acton, Jan Koum WhatsApp is a messaging app acquired by Facebook in 2014 for $19B. In 2018 WhatsApp rolled out customers' interaction services, starting to make money on slow responses from companies. And Facebook also announced conversations on WhatsApp prompted by Facebook Ads.

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Gennaro Cuofano

	Worldwide	US & Canada	Europe	Asia	Rest of the world
Q4 2022	2.96B	266	407	1312	979

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About The Author

Gennaro Cuofano