The beginning of an announced decline: Facebook loses users for the first time in its history

It seemed that Facebook had no ceiling, but for years it has been showing signs of exhaustion. Despite this, with each presentation of their financial results they explained that they had grown again in the number of active users. Up to now. For the first time in the history of Facebook, the social network drops in users.

In recent quarters, growth had stabilized, but it was in the last quarter of 2021 when the data has shown that Facebook is not going through its best moment. The social network has not been able to attract young users, who are betting on competitors within the house such as Instagram or alternatives such as TikTok.

Facebook loses users, but makes more money with them

Facebook remains at the gates of 2,000 million daily active users. 1.929 million people use Mark Zuckerberg’s social network daily. It’s a beastly amount, but it’s a million less than the previous quarter. Percentage-wise it is little, but it represents the beginning of a change in trend that had never been seen on Facebook.

Is drop comes mainly from the US and Canada and in the rest of the world categoryor. While Facebook had been conquering new markets every time, now users opt for other options.

If we look at monthly active users, we see that Facebook is holding up, as what it loses in the rest of the world category it gains in Europe, where Facebook continues to hold.

Despite the fact that Facebook’s growth is stagnant and has begun to decline slightly, the social network is still a machine for generating money. In this last trimester the money you get for each user has grown significantly. From $10 per user in Q3, it’s now getting $11.57 per user, globally.

Meta may not know how to further grow Facebook, but it seems clear that they are still clear on how to make money from their users.

Image | Souvik Banerjee