It's not really the same thing you're talking about at all, but I think there's also an interesting conflict of this type between where the largest sites are ge

It's not really the same thing you're talking about at all, but I think there's also an interesting conflict of this type between where the largest sites are getting their user growth from now, and the users that are most valuable as advertising targets to them. The larger sites (Facebook, Twitter, etc.) are pretty close to saturation in North America and a lot of other English-speaking countries. There just aren't many people left here that don't know what Facebook is and might still be convinced they should start using it regularly. Almost all of the growth comes from other parts of the world, but the users from those locations are worth far less in terms of advertising revenue. If you look at Facebook's Q2 2019 presentation [1], their average revenue per user from US & Canada is now $33.27, Europe $10.70, Asia-Pacific $3.04, and Rest of World $2.13. One US/Canada user is worth more to them than 15 from "Rest of World". However, 74% of their Monthly Active Users are from Asia-Pacific/Rest-of-World now, and that only corresponds to 28% of their revenue. I don't really have a particular point I'm trying to make, I just think it's interesting. These companies worry a lot about showing continued user growth (or at least not shrinking), but the growth sources now don't have anywhere near the same value as the old ones. [1]: https://s21.q4cdn.com/399680738/files/doc_financials/2019/Q2/Q2-2019-Earnings-Presentation-07.24.2019.pdf https://s21.q4cdn.com/399680738/files/doc_financials/2019/Q2...