X Reveals Slight Decline in EU User Numbers

As of January 2024, X reported serving 61.8 million logged in E.U. users and 49.6 million logged out guests, totaling 111.4 million overall users in the region. This represents a slight dip from the previous year's report, with an overall decrease of 0.8 million users.

The slight user decline indicates that while X is losing users, it is not experiencing a meteoric decline. People aren't turning away from the app in record numbers, suggesting that the platform is maintaining a level of user engagement despite not seeing any growth. The users that are engaging are reportedly spending more time in the app, and with 250 million daily actives, X still holds a significant audience.

X might remain an important platform because it has become a habitual platform for many users, particularly in communities around sports. These communities have established connections and continue their activity as usual. The changes at the app and Elon Musk's political commentary do not significantly impact these users, and they seem content to use the platform as they always have. This habitual use suggests that X could remain relevant for advertising and community engagement.

X claims to be improving its ad system, which could lead to more opportunities for advertisers. If an advertiser's target audience is present on X, it may still be a viable advertising option to consider. Despite the slow decline in user count and the polarizing nature of Elon Musk's stances, X's audience remains large and offers potential for reaching relevant users.