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Twitter’s mDAUs grow 27% YoY to 192 million, company expects ‘modest impact’ from iOS changes

Courtesy: Twitter

Twitter's monetisable daily active users, better known as mDAUs, grew 192 million, up 40 million (or 27% YoY) in the quarter ended December 31, 2020. This number grew by 5 million over the previous quarter. Of the total mDAUs, 37 million and 155 million were in the US and in geographies outside the US, respectively. International mDAUs increased by 28% YoY from 121 million. mDAUs grew 21% YoY in the US. The increase in mDAUs through end of January was above historical average for the last four years. The company expects mDAU growth of 21% YoY on Q1 2021.  Growth from product improvements reached an “all-time high”, benefiting from increased conversation around COVID-19, the US elections, and other current events. “Early data suggests that these product improvements are enhancing the customer experience and resulted in improved retention, reduced churn, and greater mDAU growth in Q4,” the company said.   iOS 14: Twitter expects Apple’s Appe Tracking Transparency privacy feature to have a “modest impact” on revenue. It expects revenue to grow faster than expenses in 2021 if the COVID-19 situation improves. Apple’s new privacy changes will require developers to get user permissions before tracking them across websites and apps using Identifier for Advertisers (IDFA). Twitter announced the Click ID feature, that will help attribute a click from Twitter to an advertiser’s website without a cookie. Twitter has started implementing the SK Ad network.   Topics: Twitter now has 6,000 topics that people can follow, with increased personalisation and notifications for new customers about…

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