The platform formerly known as X has seen a lot of changes since Elon Musk took over, but the actual impact of these changes is still up for debate. While some reports suggest that X is losing users and that Threads is gaining popularity as an alternative, X itself claims to be reaching new record highs in terms of usage. This discrepancy in reports shows that there may be some truth to both sides of the story.
According to the E.U. Digital Services Act, all large online platforms are required to report their E.U. user counts regularly. Last week, X reported that it was serving 61.8 million logged-in E.U. users and 49.6 million logged-out guests, totaling 111.4 million overall users in the region. This shows a slight decrease from the previous report, indicating a trend of losing users but not experiencing a dramatic decline.
Despite the decline in user numbers, X still maintains a significant audience with 250 million daily active users. This suggests that while the platform may not be growing, it is still a habitual platform for many users. Communities around sports, in particular, remain highly engaged with the app, forming connections and maintaining activity as usual. This loyalty to the platform indicates that it will remain an important platform for certain audiences.
X claims to be improving its ad system, providing more opportunities for advertisers to reach its audience. For businesses looking to target these engaged communities, X remains a viable advertising option. Even though Elon Musk’s political commentary and changes to the platform may be polarizing for some, the massive audience on X still offers potential for relevant reach.
The platform formerly known as X may be facing challenges in terms of user growth, but it is still a key platform for many engaged communities. While Elon Musk’s changes and political views may not resonate with everyone, the audience on X remains substantial and presents opportunities for businesses to reach their target market. Despite the fluctuating user numbers, X continues to be a platform worth considering for advertising and engagement strategies.