Social community X has grown its in-app income over the previous yr, regardless of a decline in energetic customers, new knowledge exhibits. 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 durations in January, based on knowledge from app intelligence agency Appfigures. Nevertheless, different knowledge signifies X’s every day energetic 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 stated. This determine consists of in-app purchases made by means 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 tendencies.
The addition of xAI’s Grok AI chatbot to X’s app could also be serving to to gasoline the rise in shopper spending, no less than partially. 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 on condition that sports activities is likely one of the most-discussed matters on X.
Within the U.S., X noticed 61.4% progress 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 gentle 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 Fundamental Month-to-month ($4/mo.), a subscription to Elon Musk’s account immediately ($4/mo.), and X Premium’s Annual Subscription ($114.99/yr.).
Regardless of the soar in shopper spending towards year-end, additional knowledge means that X could also be shedding energetic customers.
Each X’s U.S. and worldwide every day energetic 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. 12 months-over-year progress in month-to-month energetic customers on X has additionally dipped barely, Sensor Tower discovered.
The agency’s principal market insights supervisor, Jonathan Briskman, advised TechCrunch that X had greater than 313 million worldwide cellular app MAUs (month-to-month energetic customers) within the fourth quarter of 2024 and greater than 300 million worldwide cellular app MAUs by means of January 2025 month-to-date.
As X’s energetic utilization dipped when evaluating the identical interval in January 2024 with January 2025, every day energetic customers on competing apps Instagram Threads and Bluesky jumped up greater than 170% and 495%, respectively. This progress has been pushed by various elements, 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. In response to 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.
