Plainly X has had a little bit of a turnaround in European utilization, with its newest DSA Transparency Report exhibiting that it gained customers within the area, including over 7 million month-to-month lively recipients in the newest reporting interval (April to June 2025).
As you may see on this chart, X utilization had been on a gentle decline since November 2023, when it first started sharing its EU consumer knowledge, as a part of its DSA reporting necessities.
As X is now not a listed firm, it’s not obligated to supply common lively consumer figures, so we don’t have detailed monitoring of X’s complete consumer rely over time. The closest we will get is its EU reporting, which, in some methods, could possibly be used as a proxy to point the platform’s relative recognition, with EU traits possible reflective of broader utilization.
And as famous, these figures had prompt that X was on a gentle decline, however perhaps, occurring this newest replace, the platform is gaining at the very least some traction as soon as once more, although it’s price noting that these newest numbers are nonetheless down 20% on that November 2023 peak consumer level.
X employed well-known app developer Nikita Bier as its new Head of Product again in June, and Bier has been working to revive the platform’s development, and enhance the product consistent with key UI points. Bier has repeatedly claimed that X is rising within the obtain charts, even seeing file obtain ranges final month, although app monitoring suppliers have disputed this.
As you may see on this chart, Similarweb knowledge does present that X’s day by day lively customers did spike early in September, although its view was that this was extra possible related to topical points and traits, versus a broader recognition shift.
However these newest EU figures recommend that X is seeing an increase in broader utilization as nicely, which may imply that, regardless of the rising problem from Threads, X stays a related and fascinating channel for thousands and thousands of customers.
In different phrases, X will not be lifeless but, and for those who’re trying to maximize your advertising spend, it might nonetheless be price contemplating the worth of X, if that’s the place your goal customers are partaking.
After all, that’s harder to find out than it as soon as was, as a result of since X upped the value of its API entry, many apps that used to have the ability to present X development knowledge can now not accomplish that. Which makes it tougher to glean perception into app traits and utilization, however typically phrases, at the very least primarily based on EU numbers, we will say that X has seen an increase this yr.
Is that due to political content material? Sports activities engagement? Is it due to Grok, and X integrating extra AI choices?
It’s unimaginable to say with out full development and engagement knowledge, but it surely’s possible that a few of these elements are enjoying an element.
Although additionally it is price noting that the EU area is a minor a part of X’s general viewers make-up. North America stays X’s key consumer market, with Asia (primarily Japan and India) being its subsequent greatest area. EU is a lesser aspect, however once more, given the information entry that we have now, that is the most effective indicator we will use at current.
And proper now, it exhibits that X utilization has declined in recent times, however it might be coming again. If that development is sustainable, that’s.
When it comes to different insights from X’s newest DSA report, it’s additional decreased its human moderation crew, down from 2,294 folks in November 2023, to 1,352 now (-42%).
X can also be suspending fewer accounts over time for CSAM content material and “Violent and Hateful” exercise, although this is also reflective of earlier enforcement having an affect.
You may take a look at X’s DSA transparency experiences right here.
Andrew Hutchinson
