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Active Users
Number of users engaging with Cricut products or services in a given period (typically monthly), indicating market penetration and the pool available for upselling materials and subscriptions. A rising active user base supports long-term consumable and subscription growth; flat or shrinking activity risks lower repeat sales.There’s a clear structural inflection in early 2024: after multi‑year growth, active users collapsed and then stabilized around ~5.9M, erasing the prior expansion and leaving only modest recovery into 2026. Management’s commentary matters — platform revenue and ARPU are rising despite flat active counts, so Cricut is extracting more value per user even as reach stalled. That reduces growth optionality and makes near‑term upside reliant on product launches, bundles and improved onboarding, while tariffs, product margin pressure and seasonal subscriber softness are the main downside risks.
Date | Active Users |
|---|---|
Jun 30, 2026 | 5.97M |
Mar 31, 2026 | 5.97M |
Dec 31, 2025 | 5.87M |
Sep 30, 2025 | 5.87M |
Jun 30, 2025 | 5.90M |
Mar 31, 2025 | 5.93M |
Dec 31, 2024 | 5.89M |
Sep 30, 2024 | 5.89M |
Jun 30, 2024 | 5.92M |
Mar 31, 2024 | 5.95M |