On the eve of the one-year anniversary of Musk taking over Twitter (now X), the company published a retrospective blog post examining how it has fared under the new management. There are a lot of numbers in the post, but one that sticks out is a claim that an average user spends 32 minutes on the platform.
X’s CEO Linda Yaccarino said in a blog post that overall users spend 7.8 billion active minutes every day. It’s hard to make out what “active minutes” means. However, it’s lower than the 8 billion active minutes Musk tweeted about last year. Similarly, the figure of 1.5 million sign-ups per day is also lower than Musk’s 2 million per day sign-up figure from a year ago. In other words, X is growing at a slower pace and engagement is slowly declining.
The social network noted that Premium users are spending three times longer on X than non-paying users. That’s not surprising given X is incentivizing a set of eligible premium users for a payout. Last month, the company claimed that it had paid $20 million to creators, and that figure in the blog post is unchanged.
X’s figures differ a bit from reporting by various analytics companies. Apptopia said that the users who use both Threads and X spent 23.8 minutes and 31.1 minutes per day respectively when Meta launched the former. However, those figures have gone down to 3.7 minutes and 16.9 minutes respectively. The firm added that U.S.-based X users were spending 20.6 minutes per day on average in September.
Yaccarino also mentioned that “half a billion of the world’s most informed and influential people” are coming to the platform every month. In September, Musk mentioned that the social network had 550 million monthly active users. So no change there.
While Yaccarino didn’t mention daily active users (DAUs) in the blog post, she recently mentioned that the platform has around 245 million DAUs. According to SensorTower (via The Wall Street Journal), X’s daily active users in September 2023 have fallen by 16% as compared to October 2022.
Intriguingly, X also boasted about providing free API access to The Metropolitan Transportation Authority (MTA) of New York and the National Weather System. However, this move only came about when these accounts decided to either limit or end their update stream after the company discontinued its free API. The company also famously killed third-party Twitter apps by changing its API terms earlier this year.
With the new blog post, X is trying to paint a rosy picture claiming that advertisers are returning to the platform and the company is engaging with different groups to ensure users’ safety. However, Reuters reported earlier this month that ad revenue earned by the platform is on the decline.
While the company talked about its future plans, including facilitating payments, it didn’t expand much on its work in the Trust & Safety area. Regulators around the world are not happy with X’s efforts around battling CSAM and misinformation. The blog post also crucially didn’t talk about how the platform plans to work on election integrity given both the U.S. and India have major elections coming up next year.
On the eve of the one-year anniversary of Elon Musk taking over Twitter, now known as X, the company released a retrospective blog post assessing its performance under new management. The post included various statistics, with one notable claim being that the average user spends 32 minutes on the platform. X’s CEO, Linda Yaccarino, stated that users overall spend 7.8 billion active minutes on X each day. The term “active minutes” is not clearly defined, but it is lower than the 8 billion active minutes Musk mentioned last year. Additionally, the figure of 1.5 million sign-ups per day is lower than Musk’s claim of 2 million per day from a year ago. These numbers indicate that X’s growth is slowing and user engagement is declining.
The blog post also highlighted that Premium users spend three times longer on X than non-paying users, which is expected as X incentivizes eligible premium users with a payout. Last month, the company announced that it had paid $20 million to creators, and this figure remained unchanged in the blog post. However, X’s figures differ slightly from analytics companies’ reports. Apptopia noted that users who use both Threads and X spent 23.8 minutes and 31.1 minutes per day, respectively, when Meta launched the former. These figures have since decreased to 3.7 minutes and 16.9 minutes, respectively. Apptopia also reported that U.S.-based X users spent an average of 20.6 minutes per day in September.
Yaccarino mentioned that “half a billion of the world’s most informed and influential people” visit X every month, which aligns with Musk’s statement in September that the platform had 550 million monthly active users. However, Yaccarino did not mention daily active users (DAUs) in the blog post. She recently stated that the platform has around 245 million DAUs. SensorTower reported that X’s DAUs in September 2023 decreased by 16% compared to October 2022.
The blog post also mentioned X’s provision of free API access to The Metropolitan Transportation Authority (MTA) of New York and the National Weather System. This move came about after these accounts decided to limit or end their update stream when X discontinued its free API. X had previously changed its API terms, which resulted in the elimination of third-party Twitter apps.
Despite X’s attempts to present a positive image by claiming that advertisers are returning to the platform and the company is prioritizing user safety, Reuters reported that ad revenue earned by the platform is declining. The blog post did not elaborate much on X’s efforts in the Trust & Safety area. Regulators worldwide have expressed dissatisfaction with X’s handling of child sexual abuse material (CSAM) and misinformation. The post also failed to address how the platform plans to ensure election integrity, particularly with major elections in the United States and India scheduled for next year.