Meta & Children's Online SafetyTeens Team: 2017 H1/H2
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Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 1 of 28 AMENDED Exhibit 293 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 2 of 28 Teens Team 2017 H1/H2 1 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241542 Agenda Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 3 of 28 2016 H2 Results • 2016 ΕΟΥ Teens State of the Union Our Approach to Teens Fix Instagram: Real Life Social Fix Facebook: Real Life Social Fix Facebook: Social Entertainment • Under 13s 2 Market Snapshot Product Plan 2017 H1 Strategic Focus Appendix HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241543 2016 H2 Results Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 4 of 28 Goal Deep understanding of teens Grade B Define 2017 strategy for winning teens B Execute on H2 workstreams C Build the Teens team B Execution Lessons Learned Lifestage paused: Teen identity learnings can be applied to FB, IG profile Collaboration is hard work: Resourcing and coordination gaps with media team on emerging talent video Engineering should lag understand more. Q2 understand was good; early H2 build was premature "Feet on the street" content acquisition can be successful in developing markets like Egypt and Colombia 3 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241544 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 5 of 28 2016 ΕΟΥ Teens State of The Union 4 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241545 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 6 of 28 We estimate that FB family apps have 32% of global youth smartphone time spent, highest in developing countries and lowest for iOS in the United States Smartphone Daily Hours Facebook Inc. Share United States Western Europe RoW 23M Android 60M IOS 83M Total 25% Android 13% iOS 16% Total 36M Android 40M IOS 76M Total 29% Android 28% IOS 29% Total 371M Android 59 M IOS 430M Total 35% Android 36% IOS 35% Total 5 Note: Youth: <=18. Estimates are approximate based on a combination of Onavo and internal data. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241546 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 7 of 28 Each teen's #1 social app occupies the majority of their social time spent, but two or more social apps usually have broad reach within a given area Share of Total Daily Time Spent on Social Apps, US Android Teens 100% 90% 80% 36 min / day 70% 62% 60% 50% 40% 30% 20% 10% 0% 13 min / day 22% 1 2 9% 4% 3 9 min / day 2% 4 5 Ordinal most-used social app per user 6 Note: Data from Onavo - absolute numbers may not match internal analytics. HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-046-00241547 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 8 of 28 Facebook's areas of high teen reach now exclude the United States, Canada, and some European countries. LatAm, MENA, and SE Asia all do well 0% 70% 100% 7 HIGHLY CONFIDENTIAL (COMPETITOR) Facebook 70%+ 30-day teen reach META3047MDL-046-00241548 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 9 of 28 WhatsApp's teen reach is high in LatAm, South Asia, and parts of Europe 1833000 0% 70% 100% WhatsApp 70%+ 30-day teen reach 8 HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-046-00241549 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 10 of 28 Instagram is the most popular family app for US teen reach, and also reaches most of Europe 0% 70% 100% Instagram 70%+ 30-day teen reach 9 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241550 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 11 of 28 Snapchat has high reach among teens in the US, Canada, Australia, New Zealand, and parts of Western Europe 0% 70% 100% Snapchat 70%+ 30-day teen reach 10 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241551 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 12 of 28 Country summaries hide complex patterns, including ~25% of U.S. teens being dedicated users of Facebook, usually in areas distinct from Instagram's popularity 11 FB-Only FB+IG FB+Msg IG-only None HIGHLY CONFIDENTIAL (COMPETITOR) US Facebook, Messenger, and Instagram 'saturated' time spent /WAP META3047MDL-046-00241552 12 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 13 of 28 Globally, under-13s are rapidly adopting smartphones and tablets at younger ages Decreasing costs and changing social norms are driving an explosion of device adoption At age 10, 45% of UK kids own a tablet, and 41% own a smartphone, +16% in a single year Global population skew young: There are 1.8B global and 110M US and EU kids under 13 Regulations like US COPPA have restricted growth of kid-kid and kid-parent social networks UK Tablet ownership by age of child: 2011 - 2016 32 29 15 16 18 13 3 2 60% 49 49 45 43 40% Aged 3-4 Aged 5-7 Aged 8-11 26 2011 2013 2015 2016 Aged 12-15 UK Smartphone ownership by age of child: 2015 and 2016 100% 93% 84% 80% 76% 63% 69% 59% 69% 41% 60% Smartphone 2016 49% 35% Smartphone 2015 18% 20% 25% 11% 7% 0% 10% 8% 0% Source: UK data. Ofcom Children and Parents: Media Use and Attitudes Report. November 2015, November 2016 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241553 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 14 of 28 Our Approach to Teens 13 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241554 14 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 15 of 28 Teens care and share about both their "real life" and their virtual entertainment interests Real World Social is the classical social use case of sharing about what I'm doing in real life with my real-world friends. Social Entertainment is sharing about the other dominant topics of teen lives – the entertainment media of stars, shows, songs, and sports that they spend hours consuming and obsessing about daily, and constantly reference for identity, for self-expression, and for social interaction. Nearby, real-world friends drive both Real World Social and Social Entertainment use cases. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241555 Social Entertainment U13 Real World Social 15 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 16 of 28 Our key hypotheses for teens and under 13s 1: Building lightweight visual sharing can work. Camera + stories + direct on FB and Instagram can re- establish core social use cases for smartphone-centric teens and continue to attract and retain users. 2: Different apps fit different areas. Our best areas are our first priority, so we're doubling down on the app + locale combinations where we are most popular. 3: Adults are problematic. Unless we allow teens to share separately from adults, the rest of world will inevitably follow the decline of teen engagement in the US and EU. We should invest in better audience tools, content, graph segmentation for new teen users, and teen-centric growth, friending, and ranking. Counter: RoW adults are OK. Fundamental differences between nuclear family structure and extended family structure make RoW teens okay with adult-inclusive sharing, and Row will not inevitably follow US and EU. We recognize but are explicitly not operating against this possibility. 4: Pre-teens are under-served and fast-growing. We can build compelling social products for users as young as 5-10 and grow usage via their parents. Building for kids allows us to serve the social needs of future teens, help them establish their first social graph, and grow with them over time. 5: Teens share about real life and social entertainment. Better enabling sharing and remixing of video about social entertainment topics like sports, stars, songs, and shows can help win back and grow teen social activity 6: Teens need more teen-specific video. Increasing the amount of highly relevant and engaging teen content on our apps can impact not just watch time, but social metrics like sharing, commenting, and daily use. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241556 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 17 of 28 What Winning Teens Looks Like – 2019 3-Year Goals 16 A Facebook family app is the #1 teen social app in every market Facebook is the leader in social for U13 kids We have demonstrated that U13s successfully convert to FBF apps as teens HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241557 Our big 2017 bets Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 18 of 28 Instagram Real World Social Facebook Real World Social Under 13s Facebook Social Entertainment United States, some European countries Strong FB areas in RoW, US, Europe United States US, Europe Pilots: Egypt, Colombia, India, Mexico Win at US teen daily social use case for broadcast sharing, direct messaging, and stories. Where FB is working, ship camera + stories and segment audience and graph to allow teen social sharing to coexist with adults. Create fun, regulation-compliant visual messaging and platform sharing experiences for the enormous untapped segment of kids and parents. Increase the amount of great teen-relevant video on Facebook to accelerate engagement and sharing. Give teens better mechanisms to discover entertainment content and share it with their friends. 17 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241558 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 19 of 28 What Winning Teens Looks Like – H1 2017 Goals Facebook Family of Apps Instagram Real World Social Facebook Real World Social Under 13s Facebook Social Entertainment Goal +0% total Teen TS High confidence in age modeling +700K Teen DAP in US 1) Cohort of new users: +3% DAP/MAP US; +3% DAP/MAP Brazil 2) +10% sharing Testing with 10,000 kids and parents Rationale Establish a baseline, track and flatten decline Drive Instagram growth in the US 1) Shift new cohorts of teen users to a usage pattern that represents healthy usage 2) Increase sharing with audience control and new camera Plan to ship in early H2 due to privacy + policy 1) 2) Flatten the decline of the DAP decline from 2016 Pilot countries growth in content and connections 2) +30% video TS in Pilot Countries 1) +0m DAP in US 18 HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-046-00241559 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 20 of 28 Instagram Real World Social: Win US Teens daily sharing use case by addressing key growth and engagement product problems Problem Statement: Instagram has the strongest FBF US teen graph, and co-exists with Snapchat in much of the US. However, Instagram's US Teen MAP has declined since 2014 due to root cause issues: Reliance on FB for user acquisition Friend finding is harder because of reliance on FB graph Audience: Teens are worried about who will see their posts Creative tools don't match expectations for self-expression Solution: Increase daily sharing among teens by addressing root cause growth and engagement issues: Create new online acquisition channels for teens and encourage friend-to-friend on-boarding Improve the friend-finding experience for teens via Cl, new graphs, better discovery experiences Build out compelling daily small group sharing via Direct, Live and Stories Help teens avoid and resolve audience problems, giving the freedom to share daily Develop creative tools that teens love to make everyday moments worth sharing H1 2017 Goal: +700K U.S. teen DAP 19 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241560 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 21 of 28 Facebook Real World Social: Where FB is working, grow usage and sharing with better friending and audience models Problem Statement: In many markets, Facebook continues to be the primary teen social app but context collapse and lack of visual sharing pose threats to our future success. Solution: Increase daily sharing with real-world friends among teens by addressing growth and engagement issues. Globally launch Camera system to encourage casual visual sharing on Facebook Help teens to find and connect with their friends through teen-focused growth work: Location-based friending, visual QR codes, teen-specific PYMK ranking, and graph segmentation Enable teens to quickly share with best friends and other teens through new audience mechanisms in core composer and Purple Rain sharing Goals: For cohort of new users: US: +3% DAP/MAP after 90 days; BR: +3% DAP/MAP after 90 days Audience control and camera: +10% sharing 20 HIGHLY CONFIDENTIAL (COMPETITOR) ΜΕΤΑ3047MDL-046-00241561 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 22 of 28 Facebook Social Entertainment: Help teens to share and engage with friends about stars, shows, songs, and sports Problem Statement: In much of the United States and Western Europe, Facebook is no longer the social and communication app for teenagers to share about their daily lives. Solution: Invest in Social Entertainment to provide teens a complementary daily social use case of discovering and interacting around media, where teens spend 60% of digital time Acquire more teen-relevant video content through partnerships and monetization guarantees. Starting with H2 pilot countries Egypt and Colombia, expanding further in H1 Build new tools for video creators to manage their identity become successful and famous on Facebook Enable easier discovery of entertainment content in Feed through a combination of new content formats, PYML and Feed ranking Media Composer: Enable teens to use existing videos, songs, and photos as a basis for creativity and self- expression by building new tools for capturing, editing, and sharing H1 2017 Goals: Increase teen video TS in pilot countries by +30% Flatten DAP decline in US: +0% DAP compared to H2-2016 21 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241562 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 23 of 28 For U13 kids, we should build Identity & Messaging Problem Statement: Under 13s are a large and fast-growing segment of smartphone and tablet users who are currently not served by any social product. Solution: Build a regulation-compliant messaging app for kids to connect with their friends and families. Initial focus on ages 5-10 as the best kid segment to enthusiastically connect with parents Enable fun, visual & text communication with family & friends Enable parents to use FB Blue and Messenger to message, share video, and manage kid accounts and friending Goal: Testing with 10,000 kids and parents, on track for Q3 public launch 22 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241563 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 24 of 28 U13 Account & "Talk" Messaging App Early Concept Parents create a new, regulation compliant U13 account within FB Blue. 23 Parents choose their child's friend & family connections within FB Blue. Parents are provided with abilities to monitor child's messaging activity within Blue. < Friends Add Friend Name, Birth Year Add Friend Notifications Add Friend Age Band Editor Add Friend HIGHLY CONFIDENTIAL (COMPETITOR) Kids experience a parent created, small graph of friends & family, presented visually. FRIENDS MOM DAD ΜΕΤΑ3047MDL-046-00241564 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 25 of 28 2017 H1 Strategic Focus Plan 24 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241565 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 26 of 28 2017 H1 Priorities and Partnerships Team Initiatives Projects Priority FB Real World Social Peer friending, audience controls PO FB Real World Social Visual sharing audience and art P1 FB Social Entertainment Video content and discovery in Feed P1 FB Social Entertainment Remix and re-share videos, songs, GIFs P2 U13 U13 messaging app, kid identity P1 Partner Initiatives Projects Priority FB Growth PYMK, contact and graph import PO Instagram US teen daily sharing use case PO News Feed Teen connections and content P1 Games Instant games in Feed P2 25 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241566 FYI: Current and future asks 26 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 27 of 28 We urgently need several key PM and EM transfers with FB experience Messenger: Emerging data suggests the importance of Messenger to our success with teens We're less far along with this understanding than other apps By Jan/Feb we should have clear prioritization and plan HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241567 Q&A 27 Case 4:22-md-03047-YGR Document 2889-61 Filed 03/27/26 Page 28 of 28 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-046-00241568