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13% of Twitter’s ad revenues comes from logged-out users and off-network

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Social network and microblogging service Twitter reported total revenues of $569 million for the quarter ended September 30, an increase of 58% year-on-year. The company reported 320 million active users (MAUs) at the end of the quarter, an increase 11% year-on-year. Here are some of the takeaways from Twitter’s earnings and analyst call:

Monthly active users aren’t growing fast enough

Twitter reported a monthly active user base of 320 million which grew 11% y-o-y. However, the pace of monthly active users seem to be declining. In the preceding quarter, Twitter reported 316 million MAUs which grew 16% y-o-y. In the March quarter, it had 302 million MAUs growing 18% y-o-y. The number of active users on the platform has been a concern for investors for a long time. It needs to be pointed out that the majority of the additions were SMS Fast Followers in the current quarter too. Twitter added 13 million SMS Fast Followers where users who sign up for the service access Twitter solely via SMS. This would mean that many of them do not get most of the features on the mobile app.

Off-network audience is now growing

Two quarters ago, former Twitter CEO Dick Costolo introduced logged-out timelines on Twitter which could increase its off-network audience. Twitter now has an off-network audience of 700 million and it is adding to the company’s revenue pie. Chief financial officer Anthony Noto said that off-network advertising revenue reached $66 million, or 13% of ad revenue, up from 8% of ad revenue in Q2 2015 and 2% in Q3 2014. Noto added that the off-network revenues comes from its TellApart acquisition and its Twitter Audience Platform network.

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Video and website cards are driving ad growth

Twitter rolled out autoplay videos and GIFs in June this year. Noto noted that it has been the driving factor for growth on its owned-and-operated network. “The volume of video consumption on Twitter has grown dramatically over the last six months, with native video views up 150X across Twitter, Periscope and Vine. ” CEO Jack Dorsey said in the call. “After introducing auto-play video, marketers saw an 84% decrease in cost-per-video views on Twitter. Additionally, our marketers saw an average 7X increase in video completions. People on Twitter are not just watching more video – they find the content compelling enough to watch videos all the way to the end,” he added.

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Financials
-Revenue for the third quarter of 2015 totaled $569 million, an increase of 58% compared to $361 million in the same period in 2014.

– Advertising revenue was at $513 million, an increase of 60% year-over-year.

– Mobile advertising revenue was 86% of total advertising revenue.

– International revenue was at $199 million, an increase of 65% year-over-year.

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– Net loss was $132 million for the third quarter of 2015 compared to $175 million in the same period in 2014.

– Total average Monthly Active Users (MAUs) were 320 million for the third quarter, up 11% year-over-year, and compared to 316 million in the previous quarter. Mobile MAUs represented approximately 80% of total MAUs.

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