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Behind Twitter’s Double-Digit Daily Audience Growth

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Daily audience grew 14%

Twitter’s (TWTR) daily audience, reported as its number of daily active users (or DAU), increased 14% YoY (year-over-year) in 3Q17, marking the company’s fourth consecutive quarter of double-digit DAU growth. Twitter’s daily audience grew 12% YoY in 2Q17, 14% YoY in 1Q17, and 11% YoY in 4Q16. The company said that its daily audience grew across the majority of its top ten global markets, including the United States (SPY).

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Twitter doesn’t disclose the exact size of its daily audience, but its social media rivals do. Facebook (FB) closed 3Q17 with roughly 1.4 billion daily users, representing an increase of 16% YoY. Snap (SNAP) exited 3Q17 with 181.8 million daily users on its Snapchat platform, representing an increase of 17% YoY.

Product improvements cited as driving audience growth

Speaking at a recent UBS technology conference, Twitter’s chief financial officer, Ned Segal, talked a bit about the company’s daily audience growth and shed some light on what was fueling the consistent double-digit growth it had recorded in recent quarters.

Since Jack Dorsey returned as Twitter’s CEO in 2015, the company has made several product improvements to try to attract and retain users on its social media platform amid heated competition with Facebook, Snap, Yelp (YELP), and Alphabet’s (GOOGL) Google for online advertising revenues. According to Segal, the improvements that Twitter has made to its products have contributed to the double-digit growth in its daily audience, and the company hopes such improvements will continue to drive more growth.

Successful marketing efforts

Segal also credited the double-digit growth in Twitter’s audience to the company’s successful marketing activities.

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