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

As a result of whereas third social gathering reviews point out that X is dropping 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 person depend isn’t rising.

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

Which signifies that each the interior and exterior reviews on X’s efficiency may very well be true, and lately we bought one other indicator of the place X is positioned, and the way its broader utilization traits are trying.

As a part of the E.U. Digital Providers Act, all giant on-line platforms are required to frequently report their E.U. person counts, with the intention to guarantee transparency.

Which X reported final week:

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

Which is a slight dip on its earlier report from early final 12 months:

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

Which is seemingly indicative of the broader development for X, that whereas it’s dropping 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 development.

Although as X claims, the folks which are partaking there are spending extra time within the app, and at 250 million every day actives, X nonetheless has a major 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 taking place as many had anticipated.

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

X’s foremost energy is that it’s a routine platform for a lot of, with communities round sports activities, specifically, nonetheless extremely aligned with the app. They’ve established communities there, made connections, they usually 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 blissful to proceed utilizing the platform as they all the time have.

Which signifies that if you happen to’re making an attempt to succeed in these audiences, you’ll nonetheless want to think about X as a viable promoting possibility, it doesn’t matter what your personal opinion on Elon’s venture could also be.

X additionally claims to be enhancing its advert system, which might present extra alternatives, and in case your viewers is there, you most likely ought 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 no less than, X’s viewers, whereas it’s declining slowly, continues to be huge, and nonetheless gives potential for related attain.