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Reports: X/Twitter Shrinking Worsens Following Rebranding



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New information from the mobile research company Apptopia shows that Elon Musk's X social media platform, formerly known as Twitter, is contracting under his direction. The number of daily active users has significantly decreased, leading to an increasing disparity between daily app users and once-a-month users.

Since Musk purchased the company in October 2022, Twitter has lost about 13% of its daily active users, and the platform's rebrand from Twitter to X has only accelerated the decline, according to data obtained by The Wrap.

On the other hand, those who are still active on X/Twitter do so on the social media network. The report also stated that Threads, Mark Zuckerberg's “sanely run” Twitter clone, has shown to be a nonfactor.

Under Musk's leadership, the platform's daily user base reportedly decreased from an estimated 140 million users to 121 million. The difference between users who check the app daily versus monthly is also growing.

Notably, in July, Musk changed Twitter's name to X. The Wrap said that this caused “serious harm” to the company and that as a result, X lost over 5% of its daily users in August and September. As previously reported by Breitbart News, branding specialists referred to Musk's name change as “completely irrational.”

Adam Blacker, director of content and communications at Apptopia, stated that “there was a ~2,000% spike in negative daily app reviews after the sudden rebrand.” He also mentioned that “the keywords ‘logo' and ‘blue bird' appeared as top 10 keywords left in user reviews, each with negative sentiments attached to them.”

The remaining daily active users of X/Twitter continue to use the app on a regular basis, but the report pointed out that they are “top-heavy” and are regarded as the platform's “power users” or top 10% of users. The majority of time spent on the app—72 percent—is accounted for by these users.

The data also implies that users may have been replaced by a new group of power users, or that the number of power users and casual users who departed the platform was consistent.

Apptopia’s data reportedly came from more than 100,000 apps on iPhones and Androids, as well as from publicly available sources.

The Wrap reported that Meta's Threads platform, which some believed was going to compete with X/Twitter, has proven to be a complete “dud.”

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