Twitter Inc. shares began the trading day on Thursday 10% lower after the social media microblogging platform disappointed its investors with flat monthly user growth during the just ended second quarter.

Despite its ongoing appeal amongst public figures and celebrities, Twitter has been struggling to keep its user growth even as it added to available features and its live content to help attract views and boost engagement of users.

The platform has stiff competition with other social media platforms for advertising such as its rivals Snapchat and Facebook.

The company reported as well a wider net loss for the quarter and lower revenue. It added that it does not see growth in total revenue increasing during the second six months of the year.

Twitter’s average monthly active users or MAUs were 328 million for the three-month period ending June 30. That figure was unchanged from the prior quarter. Analysts expected Twitter to see a slight increase of MAUs to 328.8 million.

Since the middle of April, shares of Twitter had increased over 40% until Thursday’s opening. Twitter investors were betting on another three-month cycle of growth after the platform posted the addition of 9 million MAUs during its first quarter of 2017.

COO Anthony Noto said that the positives from growth in MAU from the improvement of products offered during the second quarter had been offset by the lower seasonal benefits and other types of factors that resulted in a flat quarter over quarter for MAU.

Across the U.S., the average monthly active users for Twitter dropped from 70 million during the first quarter to 68 million.

Monthly active users are a key indicator of performance for social media services and are calculated typically by adding the number of overall users who have logged in and well as logged out during a period of 30 days.

At one period following the opening of Thursday trading, Twitter stock was down over 14%.

The net loss for Twitter during the second quarter widened because of an impairment charge of $55 million that was related to a writedown of an investment. Revenue was down as well by 4.7%.

Twitter has attempted to increase revenue via livestreaming deals. However, it suffered a setback during April when a deal was lost to stream the National Football League beginning this fall to rival Amazon.

Revenue from advertising was down 8% ending the quarter at $489 million, but easily exceeding Wall Street estimates of $458.1 million.

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