When platforms brag about size, they quote MAU (monthly active users) or DAU (daily active users) — accounts active at least once in the window. Neither means what casual readers assume.
Reading the two numbers
- MAU flatters: opening an app once a month counts. It measures footprint.
- DAU reveals habit: it counts the people for whom the platform is daily life.
- DAU ÷ MAU is the stickiness ratio — the closer to 1, the more the platform is a routine rather than an occasional visit.
Why creators should care
A platform with high stickiness gives consistent posting a compounding audience; a high-MAU, low-DAU platform rewards occasional viral moments instead. Definitions of "active" also differ per company, which is why cross-platform user comparisons deserve skepticism — the theme of our biggest platforms guide.