Social community X has grown its in-app income over the previous yr, regardless of a decline in lively customers, new knowledge reveals. World shopper spending within the X cellular app throughout each iOS and Android has climbed by 76.3% year-over-year, when evaluating two related intervals in January, based on knowledge from app intelligence agency Appfigures. Nonetheless, different knowledge signifies X’s day by day lively customers have declined, as utilization of rivals like Bluesky and Threads has elevated.
In an evaluation carried out by Appfigures, X’s world shopper spending on iOS and Android reached $7.6 million for the interval of January 1-20, 2024. Throughout the identical time in January 2025, X noticed $13.4 million in shopper spending, the agency mentioned. This determine contains in-app purchases made by way of X’s cellular apps — not income from promoting or subscriptions purchased on the internet, the place X customers obtain a reduction on their purchases.
In different phrases, this isn’t a quantity that represents X’s whole income. X continues to be a largely advertising-driven enterprise, so that is solely a window into shopper spending developments.
The addition of xAI’s Grok AI chatbot to X’s app could also be serving to to gasoline the rise in shopper spending, a minimum of partly. There have been apparent spikes in web income shortly after X started testing a free model of Grok in X in November. This was simply forward of X’s addition of a sooner mannequin and a brand new Grok button to the X app in mid-December 2024 and the launch of a new picture technology mannequin on December 9.
X additionally added an NFL portal in late November to extend sports activities engagement on its app. This might have boosted X adoption provided that sports activities is among the most-discussed subjects on X.
Within the U.S., X noticed 61.4% development in year-over-year shopper spending on iOS and Android, rising from $4.4 million from January 1-20, 2024, to $7.1 million throughout the identical interval in 2025.
Whereas world cellular shopper spending is up year-over-year, the month-to-month totals haven’t at all times been on a gradual climb. In some months, the spending dropped, and in different months it climbed. Throughout 2025, the bottom month was February, with spending of $9.6 million throughout iOS and Android. December noticed the very best whole with $25.6 million, after will increase that began in October main as much as the U.S. elections.
The highest in-app purchases on the X iOS app in January 2025 are as follows: No. 1 is the X Premium Month-to-month subscription ($11/mo.), adopted by the X Premium Plus Month-to-month subscription ($30/mo.), X Premium Primary Month-to-month ($4/mo.), a subscription to Elon Musk’s account straight ($4/mo.), and X Premium’s Annual Subscription ($114.99/yr.).
Regardless of the leap in shopper spending towards year-end, additional knowledge means that X could also be shedding lively customers.
Each X’s U.S. and worldwide day by day lively customers decreased in January 2025, with every determine down by roughly 13% in contrast with the identical time final yr, based on estimates from app intelligence supplier Sensor Tower, shared in response to an information request from TechCrunch. Yr-over-year development in month-to-month lively customers on X has additionally dipped barely, Sensor Tower discovered.
The agency’s principal market insights supervisor, Jonathan Briskman, instructed TechCrunch that X had greater than 313 million worldwide cellular app MAUs (month-to-month lively customers) within the fourth quarter of 2024 and greater than 300 million worldwide cellular app MAUs by way of January 2025 month-to-date.
As X’s lively utilization dipped when evaluating the identical interval in January 2024 with January 2025, day by day lively customers on competing apps Instagram Threads and Bluesky jumped up greater than 170% and 495%, respectively. This development has been pushed by numerous components, together with worldwide expansions and the addition of a number of new options and performance throughout each platforms.
We requested X if it might share its personal inside MAUs determine, however the firm didn’t reply.
Whereas the info shared by Appfigures and Sensor Tower focuses on shopper spending, there are indications that X’s promoting enterprise is on the upswing, too. Based on advert spend knowledge supplier Guideline, X noticed a 123% enchancment in advert spend in December 2024, after declines of -32% in November, down from 60-80% declines it noticed over the previous two years.
Up to date after publication with newly launched knowledge from Guideline on advert spend.
