X has shared some new utilization stats, because it appears to spark extra curiosity from advertisers transferring into the second half of the yr.

And regardless of numerous reviews on the contrary, X claims that it’s seeing person progress, at the very least on a month-to-month foundation.

In keeping with X’s newest knowledge:

• 570 million individuals at the moment are logging into X each month, a rise of 6% year-over-year
• X is seeing 361.9 billion every day person seconds in cumulative time
• Video views within the app are up 45% to eight.2 billion per day

So once more, regardless of reviews that X utilization is stalling, it’s, apparently, seeing will increase in curiosity.

In some methods at the very least.

What X hasn’t reported is every day lively customers, which, eventually test, had been at 250 million, the place it’s been caught since November 2022.

So presumably, there’s been no progress in every day actives, however 570 million month-to-month customers is a rise from the 550 million it reported again in March. That implies that X has seemingly added 70 million month-to-month actives since October final yr, which is a major quantity, even when its every day utilization isn’t increasing.

Although it’s additionally not 600 million, which Musk claimed again in Might.

However what doesn’t add up right here is the “every day person seconds” stat, which is a bizarre knowledge level to showcase both manner.

And the numbers additionally don’t match as much as X’s beforehand reported figures.

361.9 billion cumulative person seconds equals 6.03 billion complete minutes per day, which is considerably decrease than the 8 billion every day lively person minutes that X reported in March.

That additionally equates to 24 minutes per day, per person within the app, which can also be manner lower than the half-hour per day that X claimed simply three months again.

It’s discrepancies like this that make it laborious to take X’s knowledge significantly, as a result of it conflates, contradicts, or seemingly omits components with the intention to current a greater image, when the breakdowns simply don’t match up.

If these newest figures are proper, that might recommend that X has really seen a major decline in engagement throughout the final quarter, even with a rise in month-to-month lively customers.

May that imply that extra persons are checking on X, however fewer of them are sticking round? Is {that a} good signal for advertisers?

The video views stat right here can also be questionable.

Why? As a result of again in 2020, Twitter reported that it was seeing 2 billion movies views per day, which, at the moment, represented a 62% YoY video consumption improve. To succeed in 8 billion or extra, in simply three years, it primarily would’ve needed to double that quantity, then add that very same quantity once more yearly, which appears unrealistic. Twitter additionally reported that it was seeing 3.5b video views per day in 2022, so it was nonetheless 4.5b off this determine simply two years again.

But, by some means, regardless of including no every day lively customers, and simply 70 million month-to-month actives, who might or might not be utilizing the app much less, it’s greater than doubled video views?

One other consideration could possibly be that X has additionally been combining its put up impression and video view counts, which can be skewing this knowledge level. We don’t know the main points, as a result of X hasn’t shared common view occasions or one other qualifying knowledge level. However the figures don’t appear so as to add up.

That is, once more, what makes it laborious to evaluate X based mostly on what it reviews, as a result of proprietor Elon Musk additionally retains touting issues like this:

X has been the primary “Information” app since 2016, when former Twitter administration switched it to the “Information” class, versus “Social Media”, as a result of it was struggling to compete with Meta’s apps, resulting in damaging comparability (and shareholder strain).

It’s not a “Information” app, and actually, it could possibly’t be listed as such within the Google Play retailer as a result of it’s reliant on user-generated content material, however Musk retains repeating this declare, that “mainstream” or “legacy” information publishers hate X as a result of it’s competing with them within the “Information” class.

It’s not, and even when it was, it’s been main on this section for nearly a decade, so it’s nothing new.  

It’s deceptive, misleading, and sadly, it’s claims like this that taint the info shared by X, prompting additional questions on its figures.

So is X going effectively? I don’t know, however I don’t assume that these new knowledge factors are going to do a lot to reassure anyone.