Elon Musk’s social media platform X is losing users in two of its most important markets: the U.S. and UK.
According to a new report from the Financial Times, Musk’s X has lost nearly one-fifth of its daily active user base in the U.S. and a whopping one-third in the UK.
The data, collected by third-party analytics company SimilarWeb, compares X’s daily active user numbers from May 2023 to September 2024.
It’s important to note that as a third-party data firm, SimilarWeb does not have direct access to X’s internal user stats. The company collects data based on web traffic stats. While SimilarWeb’s data includes traffic from mobile devices to mobile websites, SimilarWeb cannot account for activity within X’s official apps on platforms like iOS and Android.
Elon Musk reportedly surrenders to Brazil in battle over X ban
However, some of X’s own internal user numbers are public information – at least as it pertains to the EU. Thanks to EU regulations known as the Digital Services Act (DSA), which requires social media platforms to make this information available, we know that the SimilarWeb data showing a decline in X’s users is largely accurate across the board.
X itself has recently reported a decline in users in the EU.
X’s downward usage trends
X most recently shared its latest usage data, as required by EU law, last month.
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As Social Media Today points out, Musk’s company reported a decline in monthly active users over the last year.
In X’s EU user base report consisting of data from February to July 2023, Musk’s social media platform had 112.2 million monthly active users in the EU. In the following six month period from August 2023 to January 2024, that number dropped to 111.4 million users.
X’s most recent report, covering February to July 2024, showed that its user base in the EU fell once more to 105.9 million.
In addition to its woes in the U.S., UK, and EU, X has been banned in another major market, Brazil, over the past month. Musk has since acquiesced to Brazil’s Supreme Court’s orders and access to the social media site will likely soon be reinstated. However, as of publishing time, X is still unavailable in Brazil.
Furthermore, as Mashable previously reported in September of last year, CEO Linda Yaccarino had also shared X’s internal worldwide user numbers, seemingly inadvertently showcasing how the company had shed millions of users since Musk’s takeover of the former Twitter just less than a year earlier.
While traffic stats and user numbers can ebb and flow due to many factors, it’s clear that any real movement in X’s user base is heading down and not upward. A previous report in July 2024 noted that while X hadn’t declined in global users from a year ago, its growth was stagnant – registering just a 1.6 percent in users over the past 12 months.
Musk’s leadership has taken center stage on the platform and has likely contributed to the decline of users. In fact, the Financial Times mentioned in its report that X’s user base decline in the UK picked up after Musk commented that “civil war is inevitable” in response to an X post about riots in the country.
X will likely enjoy a boost in user activity over these next few weeks thanks to the U.S. election season. But Musk is playing an active role in U.S. politics this year including endorsing former president Donald Trump. Assuming another politics-based user bump is ongoing, Musk’s ongoing commentary and involvement in the U.S. election, like his earlier UK social unrest comments, could further affect X’s user numbers if that bump subsides.
Mashable reached out to X for comment, and will update this if we hear back.
