In a remarkable paradox, X, a leading social network, has marked substantial growth in consumer mobile spending, while its daily active users are dwindling, as per recent studies. The in-app spendings on X, spanning iOS and Android, exhibited a leap by 76.3% in year-over-year comparison made between two similar periods in January, as claimed by the app intelligence firm, Appfigures. On the contrary, other metrics underline an unfavorable shrinkage in X’s daily active users, with competitors like Bluesky and Threads witnessing an upward trend in usage.
Reports place X’s consumer spending globally on iOS and Android at a staggering $13.4 million during the initial 20 days of January 2025, showing exponential growth from the prior year’s $7.6 million. However, this sum only accounts for in-app purchases made via mobile apps of X and does not represent the total revenue of X, considering its primary revenue stream is advertising.
The deployment of the Grok AI chatbot by xAI in X’s app can be a contributing factor to the increased consumer spending. Additionally, X’s introduction of an NFL portal spurred sports-related interactions, potentially driving X’s user adoption.
Although global mobile consumer spending depicted an upward trend annually, monthly totals experienced highs and lows throughout 2025. US-based consumer spending on iOS and Android within X demonstrated a year-over-year growth of 61.4%.
Ominously, X’s daily active users, both in the US and globally, showed a decline of around 13% in January 2025 compared to the previous year. Concurrently, user activity in rival apps, Instagram Threads, and Bluesky rose by more than 170% and 495% respectively, propelled by international expansions, and new feature additions.
Original source: Read the full article on TechCrunch
