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

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

In accordance with X’s newest information:

• 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 each 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 stories 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 each day energetic customers, which, ultimately examine, had been at 250 million, the place it’s been caught since November 2022.

So presumably, there’s been no development in each day actives, however 570 million month-to-month customers is a rise from the 550 million it reported again in March. That signifies that X has seemingly added 70 million month-to-month actives since October final yr, which is a big quantity, even when its each 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 “each day person seconds” stat, which is a bizarre information level to showcase both approach.

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 whole minutes per day, which is considerably decrease than the 8 billion each day energetic person minutes that X reported in March. That additionally equates to 24 minutes per day, per person within the app, which can be approach lower than the half-hour per day that X claimed simply three months again.

It’s discrepancies like this that make it arduous to take X’s information critically, as a result of it conflates, contradicts, or seemingly omits components in an effort to current a greater image, when the breakdowns simply don’t match up.

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

May that imply that extra individuals 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 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 achieve 8 billion or extra, in simply three years, it basically 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, in some way, regardless of including no each day energetic customers, and simply 70 million month-to-month actives, who could 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 information level. We don’t know the main points, as a result of X hasn’t shared common view occasions or one other qualifying information level. However the figures don’t appear so as to add up.

That is, once more, what makes it arduous to evaluate X based mostly on what it stories, 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 destructive comparability (and shareholder stress).

It’s not a “Information” app, and in reality, it will probably’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 phase 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 information factors are going to do a lot to reassure anyone.