This deck is a sample from the Jackdaw Research Quarterly Decks Service, which includes similar deck for around a dozen companies and industry sectors. You can learn more and sign up for the service at: https://jackdawresearch.com/quarterly-company-decks/.
2. 2
• This deck is part of the Jackdaw Research Quarterly Company Decks
subscription service, and is one of about a dozen similar decks produced
each quarter on major consumer tech companies
• The intention is to highlight trends and patterns which are not always obvious
when merely looking at a spreadsheet
• Accompanying analysis can often be found on our blog at
www.beyonddevic.es
• This is the base tier of a three-tier offering, with higher-priced services
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INTRODUCTION
JACKDAW RESEARCH QUARTERLY DECKS SERVICE
3. 3
The charts in this deck are based on the company’s
reported financial and operating metrics, together with
other metrics derived from them by Jackdaw Research.
While every effort has been made to ensure the
accuracy of the data presented, and the absence of
errors, we make no guarantee of accuracy and accept
no liability for decisions made based on the information
contained in this document. Readers should always
consult the source documents if making financial or
other decisions regarding the company concerned.
DISCLAIMER
4. 4
• In Q1 2015, Twitter discontinued two metrics it had previously reported: Timeline
views per monthly active user, and ad revenue per timeline view.
• It also introduced three new metrics:
• SMS Fast Followers: another flavor of monthly active users – those who used
SMS to sign up and still only over use SMS to use Twitter. This is mostly an
emerging market phenomenon, but will be captured in MAU going forward
• Cost per engagement growth – similar to Google or Yahoo’s cost-per-click
metrics, not an actual number, but a year on year and quarter on quarter
growth number, intended to measure monetization
• Ad engagements growth – again, similar to number of ads metrics reported by
Google and Yahoo, and again only growth, not actuals, intended to measure
engagement with ads over time, rather than user engagement with content
NOTES
TWITTER REPORTING CHANGES
16. 16 Source: Twitter reporting, Jackdaw Research analysis
MONTHLY ACTIVE USERS
INCLUDING “SMS FAST FOLLOWERS”, MILLIONS
0
50
100
150
200
250
300
350
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
17. 17 Source: Twitter reporting, Jackdaw Research analysis
MONTHLY ACTIVE USERS
MONETIZABLE MAUS, EXCLUDING “SMS FAST FOLLOWERS”, MILLIONS
0
50
100
150
200
250
300
Q1 2010Q3 2010Q1 2011Q3 2011Q1 2012Q3 2012Q1 2013Q3 2013Q1 2014Q3 2014Q1 2015Q3 2015
18. 18 Source: Twitter reporting, Jackdaw Research analysis
MONTHLY ACTIVE USERS
SPLIT BY TRADITIONAL MAUS AND SMS FAST FOLLOWERS
0
50
100
150
200
250
300
350
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
MAUs in millions SMS Fast Followers: Worldwide
19. 19 Source: Twitter reporting, Jackdaw Research analysis
MONTHLY ACTIVE USERS
BY GEOGRAPHY
0
50,000
100,000
150,000
200,000
250,000
Q1 2012 Q3 2012 Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015 Q3 2015
US
International
20. -5,000
0
5,000
10,000
15,000
20,000
25,000
Q2 2010 Q4 2010 Q2 2011 Q4 2011 Q2 2012 Q4 2012 Q2 2013 Q4 2013 Q2 2014 Q4 2014 Q2 2015 Q4 2015
20 Source: Twitter reporting, Jackdaw Research analysis
MONTHLY ACTIVE USERS
SEQUENTIAL GROWTH (EXCLUDING SMS FAST FOLLOWERS), THOUSANDS
Adjustment for one-time loss
due to change in third party
integrations (iOS 8 impact)
21. 21 Source: Twitter reporting, Jackdaw Research analysis
MONTHLY ACTIVE USERS
YEAR ON YEAR GROWTH
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Q2 2011 Q4 2011 Q2 2012 Q4 2012 Q2 2013 Q4 2013 Q2 2014 Q4 2014 Q2 2015 Q4 2015
22. -80%
-60%
-40%
-20%
0%
20%
40%
Q1 2013Q2 2013Q3 2013Q4 2013Q1 2014Q2 2014Q3 2014Q4 2014Q1 2015Q2 2015Q3 2015Q4 2015
22 Source: Twitter reporting, Jackdaw Research analysis
COST PER (AD) ENGAGEMENT
YEAR ON YEAR GROWTH
“Average cost-per-engagement (CPE) fell 41% year over year,
due primarily to the shift to auto-play video, which delivers
more engagement at a much lower average CPE than click-
to-play video ads. ” – Twitter earnings call, Q3 2015
23. -50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
Q1 2013Q2 2013Q3 2013Q4 2013Q1 2014Q2 2014Q3 2014Q4 2014Q1 2015Q2 2015Q3 2015Q4 2015
23 Source: Twitter reporting, Jackdaw Research analysis
COST PER (AD) ENGAGEMENT
QUARTER ON QUARTER GROWTH
“Average cost-per-engagement (CPE) fell 41% year over year,
due primarily to the shift to auto-play video, which delivers
more engagement at a much lower average CPE than click-
to-play video ads. ” – Twitter earnings call, Q3 2015
24. 24 Source: Twitter reporting, Jackdaw Research analysis
AD ENGAGEMENT
YEAR ON YEAR GROWTH
0%
100%
200%
300%
400%
500%
600%
700%
800%
Q1 2013Q2 2013Q3 2013Q4 2013Q1 2014Q2 2014Q3 2014Q4 2014Q1 2015Q2 2015Q3 2015Q4 2015