Pinterest has published its latest quarterly earnings update, posting solid increases in user numbers and revenue, as it continues to establish its position as a key platform for shopping-related discovery.
First, on users. Pinterest added another 19 million monthly actives in Q4, taking it to 619 million overall.
Which underlines its steadily growing use case, and value for more people. The only down point is its slower growth in the U.S., which Pinterest remains reliant on for its revenue.
Though it is still seeing good results on that front, with the company bringing in $1.3 billion in Q4, and $4.2 billion for the 2025 full year. Both of those are double digit increases year-over-year, and it’s clear that Pinterest’s business model is evolving, and growing to accommodate the increased interest in the app.
Pinterest’s main focus has been on discovery, and improving its search tools to ensure that users can find what they want, relative to their interests. Pinterest now facilitates 80 billion searches per month, and it’s continually building out new tools to improve and refine this element, including more search qualifiers to hone in results, and improved its product categorization, in order to show people more items related to what they like.
And as with all platforms, Pinterest is also investing in artificial intelligence, though it’s direction on this front has been more clearly guided by user behavior, as opposed to integrating more flashy generative AI options.
In October, Pinterest added AI-powered recommendations into its board display, which highlights items that you might like, based on your engagement history, while it’s also added a Pinterest Assistant tool to help you find relevant products.
These link into how people are using the app, and it’s interesting to note how Pinterest is going about its AI integrations, as opposed to X or Meta, which have both continued to pump in new AI tools, despite them not being aligned with platform behavior.
Yet, even so, Pinterest is still dealing with the negatives of AI. Many users have complained about an influx of generative AI Pins, which have become so overwhelming in some categories that they’ve impacted the value of the app.
Pinterest has sought to address this, by adding in more AI labeling requirements and detection tools. But of all platforms, Pinterest could be most susceptible to AI slop, due to its reliance on visuals to grab attention.
Pinterest is also looking to move into Connected TV usage, and appealing to users through its own video content. It acquired connected TV advertising platform tvScientific last month, while it’s also launched a new CTV show on Roku TV.
That could be a big step for the app, moving into shoppable lifestyle content, that aligns with evolving consumer habits.
And right now at least, Pinterest does seem to be on the right track, and if you haven’t taken the platform seriously in the past, it could be worth taking the time to check out the latest trends in the app, and seeing whether your brand fits.
