Analysis of Regional Ride-Hailing Drivers' Earnings and Passenger Expenses

isouza8
Jul 18
5 min read

Check out Data Gaudium’s study on the earnings of regional ride-hailing drivers using Machine’s technology and the expenses of passengers.

Introduction

Over time, driver earnings and passenger spending habits can vary due to factors such as seasonality, ride volume, and local economic dynamics.

This study aims to analyze the evolution of driver earnings and the average passenger expenditure over the months, based on three main indicators: average earnings per kilometer driven, average earnings per hour worked, and average monthly passenger spending. The analysis focuses exclusively on drivers and only considers completed rides to ensure greater accuracy and data representativeness.

Monthly data from July 2024 to June 2025 were considered, accounting for both time and distance from the moment the driver accepts the ride to the passenger drop-off — including the travel time to the pickup location.

The research is based on indicators consolidated monthly, allowing for an assessment of the financial behavior of the platform’s two main agents: drivers and passengers. The data analyzed provide a detailed view of the operation’s efficiency and profitability over time.

Glossary

Completed Ride: A ride request that was completed, meaning the passenger reached their destination and the operation was closed.

Results

Average Monthly Passenger Spending

The chart below shows the average monthly spending of passengers using the Driver mode throughout the analyzed period.

The overall average monthly passenger spending during the analyzed period was R$84.30.
Four months recorded values below this average: November and December 2024, and January and February 2025.
These four months are concentrated at the end and beginning of the year, suggesting a pattern of reduced average passenger spending during this interval—possibly influenced by seasonality or changes in consumer behavior.
The highest value recorded in 2024 was R$87.95, in the month of October.
In 2025, the highest average spending was observed in June, reaching R$91.42, which was also the highest value of the entire evaluated period.

The chart below shows the monthly percentage variation in the average monthly spending of Machine passengers using the Driver mode, calculated based on the comparison between each month and the previous one. This approach clearly highlights the moments of growth and decline over time.

The largest drop of the period was recorded in December, with a sharp decline of -13.2% compared to the previous month.
Shortly after, January showed the highest positive variation of the period, with a significant increase of 18.6%. This growth occurred immediately after December’s steep decline, indicating a possible recovery in passenger spending behavior.
In addition to December, November also stood out with a notable drop of -9.8%, reinforcing the pattern of reduced average spending at the end of the year.
In the remaining months, the variations were less intense, fluctuating between +4.4% and -2.6%, suggesting greater stability outside the year-end transition period.

Average Earnings per Kilometer (Km)

The chart below shows the average earnings per kilometer for drivers operating in the Driver mode throughout the analyzed period.

The overall average earnings per kilometer during the analyzed period was R$3.18.
Four months fell below this average: July, August, September, and October 2024.
As these were the initial months of the series, the lower values may indicate a growth trend over time, although the chart shows that this increase was not continuous, with minor negative fluctuations at certain points.
The highest value recorded in 2024 was R$3.20, observed in November and December.
In 2025, the highest earnings were registered in June, reaching R$3.25, which represents the peak of the entire analyzed period.

The chart below shows the monthly percentage variation in earnings per kilometer for Machine drivers using the Driver mode, calculated by comparing each month with the previous one. This approach clearly identifies the moments of growth and decline over time.

Only three months stood out with more significant variations: October (2.9%), November (1.3%), and June (1.9%), indicating more notable increases during these periods.
In the remaining months, the variations were modest, not exceeding 1%, whether in upward or downward movements.
August, December, and May showed stability, with no percentage variation compared to the previous month.
Throughout the analyzed period, there were five months with positive variation: October, November, January, March, and June.
On the other hand, three months showed negative variation: September, February, and April.

Average Earnings per Hour

The chart below shows the average earnings per hour for drivers operating in the Driver mode throughout the analyzed period.

The overall average earnings per hour during the analyzed period was R$63.52.
Five months were above this average: November and December 2024, as well as March, May, and June 2025.
Three periods of consecutive growth in this indicator were identified:
- From September to December 2024
- From January to March 2025
- From May to June 2025
The highest value recorded in 2024 was R$64.71, observed in December.
In 2025, the highest hourly earnings were recorded in June, reaching R$65.31, which was also the highest point of the entire analyzed period.

The chart below shows the monthly percentage variation in hourly earnings for Machine drivers using the Driver mode, calculated based on the comparison between each month and the previous one. This approach clearly highlights the moments of growth and decline over time.

Only two months showed variations below 1%, whether positive or negative: August (-0.1%) and February (0.6%), indicating minimal fluctuations during these periods.
Among the other months, September stood out with a -2.0% drop, and January registered the largest negative variation of the period, at -2.5%.
Throughout the analyzed period, four months showed negative variation: August, September, January, and April.
With the exception of February, the remaining months with positive variation had very similar percentages, ranging between 1.4% and 1.7%, suggesting a pattern of moderate and relatively stable growth.

Conclusion

The analysis of operational indicators for the Driver mode between July 2024 and June 2025 reveals distinct yet complementary behaviors between passengers and drivers.

On the passenger side, a clear seasonal pattern was observed: average spending was lower at the end and beginning of the year, with a significant recovery in the following months.

Among drivers, the data on earnings per kilometer and per hour indicate a gradual growth trend over time, although not linear. Performance was stronger in the final months of the analyzed period, signaling possible operational maturity or positive adjustments in pricing and productivity.

The monthly variations show a generally stable scenario, with some sharper shifts at specific points. The main declines occurred at the end of 2024, followed by increases at the beginning of 2025, indicating periods of decline and recovery.

Overall, the data show that the indicators remain healthy. Drivers have seen improvements in earnings, and passengers show signs of spending recovery. This behavior provides a strong basis for strategic decisions, such as reviewing incentive policies, adjusting fare structures, and planning targeted actions for periods of lower demand.