Whereas a lot has been manufactured from Elon Musk’s varied adjustments on the platform previously identified Twitter, it’s onerous to inform precisely how important the impacts of these updates and shifts have been.

As a result of whereas third social gathering studies point out that X is shedding customers, and that Threads is rising as a substitute, X itself continues to say that it’s reaching new report highs in utilization, even when its precise consumer rely isn’t rising.

In different phrases, X is changing into extra compulsive for these sticking round, regardless of the obtain numbers not shifting.

Which signifies that each the inner and exterior studies on X’s efficiency might be true, and lately we received one other indicator of the place X is positioned, and the way its broader utilization tendencies are trying.

As a part of the E.U. Digital Companies Act, all massive on-line platforms are required to often report their E.U. consumer counts, so as to guarantee transparency.

Which X reported final week:

As you possibly can see, as of January 2024, X was serving 61.8 million logged in E.U. customers, and 49.6 million logged out visitors, for a complete of 111.4 million total customers within the area.

Which is a slight dip on its earlier report from early final yr:

Barely extra logged in customers, barely fewer logged out visitors, for an total dip of 0.8 million customers.

Which is seemingly indicative of the broader development for X, that whereas it’s shedding customers, it’s not seeing a meteoric decline, and folks aren’t turning away from the app in report numbers.

But, it’s additionally not seeing any progress.

Although as X claims, the folks which are partaking there are spending extra time within the app, and at 250 million each day actives, X nonetheless has a big viewers, even when it isn’t increasing.

I imply, it’s additionally not wherever near reaching Elon’s projections of 600 million customers by 2025. However the demise of X can be, seemingly, not occurring as many had anticipated.

Which might imply that it’ll stay an vital platform for a while but.

X’s predominant energy is that it’s a ordinary platform for a lot of, with communities round sports activities, particularly, nonetheless extremely aligned with the app. They’ve established communities there, made connections, and so they can keep their exercise as all the time. The adjustments on the app, and Elon’s broader political commentary, don’t actually imply lots to them, and most appear comfortable to proceed utilizing the platform as they all the time have.

Which signifies that for those who’re attempting to achieve these audiences, you’ll nonetheless want to contemplate X as a viable promoting choice, it doesn’t matter what your individual opinion on Elon’s challenge could also be.

X additionally claims to be bettering its advert system, which might present extra alternatives, and in case your viewers is there, you in all probability needs to be too.

It’s a troublesome dichotomy for some, as a result of Musk’s personal stances are so polarizing.

But when they’re not so polarizing for you, or your viewers is there, proper now not less than, X’s viewers, whereas it’s declining slowly, remains to be huge, and nonetheless affords potential for related attain.