communication theory

AMA with Hannah Aline Taylor. Wednesday 2/4 at 4:00 PM CT

love, boundaries, and mistakes in relating, community, and peopling together (+ thank god love doesn’t look like you expect it to)

This is a big update for me: 50 Niche Social Networks by the numbers. I used to think we were up against a graveyard of failed projects. There’s truth in that, but it obscures the vibrancy of the existing social media landscape:

• There are 30 social networks most of us have never even heard of pulling in 500k+ monthly active users. This isn’t just a fluke - it’s solid proof that focused, community-driven platforms can thrive.
• In addition to the standard dozen billion+ MAU Major Players (Facebook, Youtube, WhatsApp, Instagram, TikTok, WeChat; and .5 billion+ Snapchat, X, Pinterest, Spotify, Reddit, Quora)
• plus the foreign heavyweights (Douyin, Kuaishou, QQ, Weibo)
• there are also 19 pretty other huge platforms killing it

This is testament to

• The viability of focused, community-driven platforms.
• The social media landscape is more diverse than it might seem
• The success of niche platforms suggests there’s still room for innovation and growth in social media, especially for platforms that address specific needs or values that aren’t getting met by current platforms
• One option we have is positioning UpTrust in a different category, we’re not directly competing with established giants but rather creating a new space—where our niche is nuanced conversation about cultural landmines that goes well, in addition to kickstarting the trust economy (instead of the attention economy). It’s not about how long we can keep you scrolling; it’s about creating real connections and actually making people’s lives better.

Platforms with 1-5 Million Monthly Active Users

1. AllTrails: (hiking) ~4 million/mo
2. Letterboxd: (film enthusiasts) ~3 million/mo
3. Bandcamp: (music) ~3-4 million/mo
4. iNaturalist: (nature observation) ~3 million/mo
5. Mastodon: (decentralized social networking) ~2.5 million/mo
6. Ravelry: (knitting) ~2 million/mo
7. Tripoto: (travel) ~2 million/mo
8. Fitocracy: (fitness) ~1-2 million/mo (estimate, exact numbers not disclosed)
9. ResearchGate: (academic research) ~20 million total users, MAU not disclosed
10. Untappd: (beer enthusiasts) ~1.5 million/mo
11. Couchsurfing: (travel networking) ~12 million total users, MAU likely much lower
12. Gaia: (yoga and meditation) ~500,000/mo (estimate)

Platforms with 5-20 Million MAU

1. Fishbrain (fishing): ~6-7 million MAU (estimated)
2. Dribbble (design portfolios): ~5 million MAU
3. Depop (fashion resale): ~4-5 million MAU
4. Day One (journaling): 1-5 million MAU (estimate)
5. Patreon: (creators) ~8 million patrons
6. Komoot (route planning): MAU not disclosed, 40 million total users

Big Niche Social Platforms (20 - 180 million MAU)

1. BeReal: (authentic social media) ~25 million daily active users
2. Fandom: (fan communities) ~315 million total users, MAU not disclosed
3. Soundcloud: (music sharing) ~175 million/mo
4. Discord: (community chat) ~150 million/mo
5. Twitch: (gaming) ~140 million/mo
6. Tumblr: (microblogging) ~135 million/mo
7. Strava: (fitness tracking) ~100 million total users, MAU not disclosed
8. Wattpad (storytelling): ~90 million MAU
9. Goodreads: (books) ~90 million total users, MAU not disclosed
10. Etsy: (handmade and vintage items) ~90 million active buyers
11. Nextdoor: (neighborhoods) ~69 million verified users
12. Flickr: (photo sharing) ~60 million/mo
13. Stack Overflow: (programming Q&A) ~50 million/mo
14. DeviantArt: (art sharing) ~45-50 million/mo
15. Houzz: (home design) ~40 million/mo
16. Duolingo (language learning): ~40 million MAU
17. Meetup: (local community groups) ~35 million total users
18. Behance: (creative portfolios) ~25 million/mo
19. Last.fm: (music scrobbling) ~20 million/mo

Religious Community-Focused Platforms

1. YouVersion: (Christian) ~40-50 million/mo
2. Patheos: (Interfaith) ~10-15 million/mo
3. IslamicFinder: (Muslim) ~10-12 million/mo
4. Pray.com: (Christian) ~5-7 million/mo (estimate)
5. Aleteia: (Catholic) ~20 million monthly visits
6. Catholic.net: (Catholic) ~3-5 million/mo (estimate)
7. Al-Muslimeen: (Muslim) ~2-3 million/mo (estimate)
8. Torah.org: (Jewish) ~1-2 million/mo (estimate)
9. Mi Yodeya: (Jewish) ~500,000-1 million/mo (estimate)
10. Mindar: (Buddhist) ~500,000-1 million/mo (estimate)
11. DharmaMatch: (Buddhist/Spiritual) ~100,000-300,000/mo (estimate)
12. Sikh Sangat: (Sikh) ~100,000-300,000/mo (estimate)
13. Hindu2Hindu: (Hindu) ~100,000-300,000/mo (estimate)

Recent Growth Examples:

• BeReal: Grew from 10,000 users in 2020 to 25 million daily active users in 2022.
• Discord: Grew from 56 million MAU in 2019 to 150 million MAU in 2023.
• Twitch: Increased from 55 million MAU in 2019 to 140 million MAU in 2023.
• Pinterest: Grew from 335 million MAU in Q4 2019 to 450 million MAU in Q4 2022.

This is a big update for me: 50 Niche Social Networks by the numbers. I used to think we were up against a graveyard of failed projects. There’s truth in that, but it obscures the vibrancy of the existing social media landscape:

• There are 30 social networks most of us have never even heard of pulling in 500k+ monthly active users. This isn’t just a fluke - it’s solid proof that focused, community-driven platforms can thrive.
• In addition to the standard dozen billion+ MAU Major Players (Facebook, Youtube, WhatsApp, Instagram, TikTok, WeChat; and .5 billion+ Snapchat, X, Pinterest, Spotify, Reddit, Quora)
• plus the foreign heavyweights (Douyin, Kuaishou, QQ, Weibo)
• there are also 19 pretty other huge platforms killing it

This is testament to

• The viability of focused, community-driven platforms.
• The social media landscape is more diverse than it might seem
• The success of niche platforms suggests there’s still room for innovation and growth in social media, especially for platforms that address specific needs or values that aren’t getting met by current platforms
• One option we have is positioning UpTrust in a different category, we’re not directly competing with established giants but rather creating a new space—where our niche is nuanced conversation about cultural landmines that goes well, in addition to kickstarting the trust economy (instead of the attention economy). It’s not about how long we can keep you scrolling; it’s about creating real connections and actually making people’s lives better.

Platforms with 1-5 Million Monthly Active Users

1. AllTrails: (hiking) ~4 million/mo
2. Letterboxd: (film enthusiasts) ~3 million/mo
3. Bandcamp: (music) ~3-4 million/mo
4. iNaturalist: (nature observation) ~3 million/mo
5. Mastodon: (decentralized social networking) ~2.5 million/mo
6. Ravelry: (knitting) ~2 million/mo
7. Tripoto: (travel) ~2 million/mo
8. Fitocracy: (fitness) ~1-2 million/mo (estimate, exact numbers not disclosed)
9. ResearchGate: (academic research) ~20 million total users, MAU not disclosed
10. Untappd: (beer enthusiasts) ~1.5 million/mo
11. Couchsurfing: (travel networking) ~12 million total users, MAU likely much lower
12. Gaia: (yoga and meditation) ~500,000/mo (estimate)

Platforms with 5-20 Million MAU

1. Fishbrain (fishing): ~6-7 million MAU (estimated)
2. Dribbble (design portfolios): ~5 million MAU
3. Depop (fashion resale): ~4-5 million MAU
4. Day One (journaling): 1-5 million MAU (estimate)
5. Patreon: (creators) ~8 million patrons
6. Komoot (route planning): MAU not disclosed, 40 million total users

Big Niche Social Platforms (20 - 180 million MAU)

1. BeReal: (authentic social media) ~25 million daily active users
2. Fandom: (fan communities) ~315 million total users, MAU not disclosed
3. Soundcloud: (music sharing) ~175 million/mo
4. Discord: (community chat) ~150 million/mo
5. Twitch: (gaming) ~140 million/mo
6. Tumblr: (microblogging) ~135 million/mo
7. Strava: (fitness tracking) ~100 million total users, MAU not disclosed
8. Wattpad (storytelling): ~90 million MAU
9. Goodreads: (books) ~90 million total users, MAU not disclosed
10. Etsy: (handmade and vintage items) ~90 million active buyers
11. Nextdoor: (neighborhoods) ~69 million verified users
12. Flickr: (photo sharing) ~60 million/mo
13. Stack Overflow: (programming Q&A) ~50 million/mo
14. DeviantArt: (art sharing) ~45-50 million/mo
15. Houzz: (home design) ~40 million/mo
16. Duolingo (language learning): ~40 million MAU
17. Meetup: (local community groups) ~35 million total users
18. Behance: (creative portfolios) ~25 million/mo
19. Last.fm: (music scrobbling) ~20 million/mo

Religious Community-Focused Platforms

1. YouVersion: (Christian) ~40-50 million/mo
2. Patheos: (Interfaith) ~10-15 million/mo
3. IslamicFinder: (Muslim) ~10-12 million/mo
4. Pray.com: (Christian) ~5-7 million/mo (estimate)
5. Aleteia: (Catholic) ~20 million monthly visits
6. Catholic.net: (Catholic) ~3-5 million/mo (estimate)
7. Al-Muslimeen: (Muslim) ~2-3 million/mo (estimate)
8. Torah.org: (Jewish) ~1-2 million/mo (estimate)
9. Mi Yodeya: (Jewish) ~500,000-1 million/mo (estimate)
10. Mindar: (Buddhist) ~500,000-1 million/mo (estimate)
11. DharmaMatch: (Buddhist/Spiritual) ~100,000-300,000/mo (estimate)
12. Sikh Sangat: (Sikh) ~100,000-300,000/mo (estimate)
13. Hindu2Hindu: (Hindu) ~100,000-300,000/mo (estimate)

Recent Growth Examples:

• BeReal: Grew from 10,000 users in 2020 to 25 million daily active users in 2022.
• Discord: Grew from 56 million MAU in 2019 to 150 million MAU in 2023.
• Twitch: Increased from 55 million MAU in 2019 to 140 million MAU in 2023.
• Pinterest: Grew from 335 million MAU in Q4 2019 to 450 million MAU in Q4 2022.