The recent announcement of the CEO’s departure from X has sent ripples through the social media landscape, raising questions about the platform’s future. As the company grapples with leadership changes, it faces intensified competition from emerging rivals.
Declining User Engagement
Recent statistics reveal a concerning trend for X, with a reported 10% decrease in daily active users year-over-year as of the second quarter of 2025. This decline, highlighted by data from a leading app analytics firm, underscores the challenges the platform faces in retaining its user base.
Emerging Competitors
While X still boasts a user base significantly larger than its competitors, such as Threads and Bluesky, the gap is narrowing. Threads, in particular, has shown remarkable growth, with its daily active users on mobile devices nearing X’s numbers. This shift indicates a potential shift in user preferences and highlights the need for X to innovate and adapt.
Mobile App Performance
In June 2025, Threads reported an impressive 115.1 million daily active users, marking a staggering 127.8% increase from the previous year. In contrast, X’s user engagement has seen a decline, with only 132 million daily active users, reflecting a 15.2% drop. This trend suggests that while X remains a dominant player, its hold on the market is becoming increasingly precarious.
User Engagement Metrics
Despite the challenges, X still enjoys a robust level of user engagement. Users spend an average of 31 minutes per day on the platform, significantly higher than Threads, where users average just 8 minutes. This indicates that while X may be losing users, those who remain are highly engaged and loyal.
Advertising Landscape
As X navigates these turbulent waters, its advertising ecosystem remains a critical component of its business model. Recent data shows that advertisers in various sectors, including media and entertainment, continue to invest in X, contributing to a recovery in its ad revenue. However, the competition for ad dollars remains fierce, particularly with the rise of Threads, which is rapidly expanding its advertising capabilities.
Future Outlook
While X faces significant challenges, it also possesses unique advantages that could help it maintain its position in the market. The platform’s established user base and high engagement levels provide a solid foundation for future growth. However, to remain competitive, X must continue to innovate and respond to the evolving needs of its users.
Conclusion
As the social media landscape continues to evolve, the departure of X’s CEO marks a pivotal moment for the platform. With increasing competition and shifting user dynamics, X must adapt to ensure its relevance in an ever-changing digital world.