South Korean tech giant Naver’s group messaging app BAND reached 6.04 million monthly active users in the United States, fueled by adoption in schools and sports teams that now make up 65% of its user base.
The platform, which competes with Meta’s Facebook Groups and Microsoft Teams, has grown more than 20% annually since 2021 in the US market. Its success stems from targeting niche communities like parent-teacher groups and sports teams rather than trying to become an all-purpose social network.
BAND’s expansion beyond its educational stronghold shows promise, with workplace usage jumping 40% year-over-year. Frontline workers in restaurants, hospitals and logistics increasingly use the app for shift management and team communication.
The age distribution reveals BAND’s focus on organized activities, with 30% of users in their 30s – likely parents and group leaders – while 25% are teenagers. The platform’s privacy features, which don’t require sharing personal contact information, have helped drive adoption in school settings.
Despite these gains, BAND faces steep competition in the US enterprise communication market, where Slack and Microsoft Teams dominate. The company’s challenge will be maintaining its growth as it pushes beyond its core education market.
