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[Display omitted] • On methane dearomatization reaction, two main deactivation modes occurs. • Irreversible damage by zeolite amorphization during the isothermal pre-treatment. • Reversible deactivation by coke deposition ("soft", "hard" and carbide species). • 3 descriptors : coke level, micropore volume loss, monoclinic/orthorhombic change. We report a detailed kinetic study of methane dehydroaromatization on three bifunctional Mo/HZSM-5 catalysts (0.9 wt%, 2.7 wt%, and 17.2 wt% Mo). Two main deactivation modes are present: (i) irreversible damage by zeolite amorphization during the isothermal pre-treatment in an inert atmosphere and (ii) reversible deactivation by coke deposition ("soft", "hard" and carbide species). The former occurs at high Mo loading (>4.0 w%) and provides low activity catalysts. Catalysts with a lower and well-balanced molybdenum loading (<4 w%) suffer mainly from the second deactivation mode. The catalyst decay is modelled by semi-empirical laws including time on stream and coke level. The latter initiates textural and structural catalyst modifications leading to an activity loss. Three deactivation descriptors, 1 : coke level on the spent samples, 2: loss of micropore volume, and 3: monoclinic/orthorhombic phase transition of the zeolite are identified. Further characterization indicates that both molybdenum and carbon species are responsible for the catalytic deactivation of well-balanced catalysts. At least 50% of the initially dispersed molybdenum migrates to the external surface of the zeolite to form large clusters of molybdenum carbide. The coke extracted from the zeolite micropores are confirmed to be mainly unsubstituted polyaromatics. [ABSTRACT FROM AUTHOR]