X experiences an increase in consumer spending on mobile devices, despite the decline in daily active users.
The social network X has increased its in-app revenue over the past year, despite a decline in the number of active users, new data shows. Global consumer spending on X has also shown growth.
In the past year, social media platform X has seen a notable increase in in-app revenue despite a decline in the number of active users. According to an analysis by app intelligence firm Appfigures, global consumer spending on the X mobile app, both on iOS and Android, rose by 76.3% year-over-year during January, comparing two similar periods.
Despite this growth in spending, there has been a recorded drop in daily active users, coinciding with an increase in the use of competitors like Bluesky and Threads. Between January 1 and January 20, 2024, global spending on the app reached $7.6 million, a figure that grew to $13.4 million in the same period of 2025. This amount comes from in-app purchases and does not include revenue from advertising or subscriptions obtained through the web, where users can receive discounts.
In this sense, it is important to highlight that these numbers do not reflect the total revenue of X, which continues to be largely driven by advertising. The recent addition of the Grok AI chatbot to the app may be contributing to this increase in consumer spending, as there were noticeable spikes in net revenue following the launch of a free version of Grok in November. This launch preceded the implementation of a faster model and the addition of a Grok button in December 2024, as well as the debut of a new image generation model.
Furthermore, an NFL portal was introduced in the app at the end of November, which may have incentivized greater adoption due to the sport's popularity. In the United States, consumer spending on X grew by 61.4% year-over-year, rising from $4.4 million to $7.1 million in the same period of 2025.
Despite this increase in spending towards the end of the year, it seems that X is losing active users. According to estimates from Sensor Tower, daily active users of X, both in the U.S. and globally, decreased by approximately 13% in January 2025 compared to the previous year. Additionally, the growth in monthly active users has shown a slight decline. In the fourth quarter of 2024, X had over 313 million monthly active users on the app.
This decline in the use of X contrasts with significant increases on competing platforms like Instagram Threads and Bluesky, which saw their usage grow by over 170% and 495%, respectively. This evolution has been driven by international expansion and the incorporation of new features in these applications.
On the other hand, there are also indications that X's advertising business may be improving. According to data from Guideline, advertising spending on X increased by 123% in December 2024, after experiencing a 32% decline in November, which contrasts with the 60-80% drops observed over the previous two years.
