Are users deserting Elon Musk’s X en masse and where are they heading?

Hundreds of thousands of dissatisfied users have reportedly fled Elon Musk’s X, previously known as Twitter, following Donald Trump’s re-election, with an estimated 115,000 accounts deactivated in the US alone on the day after the ballot.

Celebrities and prominent brands ditching the platform cite mounting concerns over the unchecked spread of misinformation, conspiracy theories and hate speech, as well as what they consider to be Musk’s role in facilitating Trump’s return to power.

“X is a toxic media platform and (…) its owner, Elon Musk, has been able to use its influence to shape political discourse,” news media The Guardian said in a statement announcing it would no longer be posting on the platform.

But, determining the exact number of users leaving X is challenging, as the platform does not regularly release global user data.

The Euroverify team takes a look at what we know about the number of users deserting X and the platforms to which they are migrating.

How many people are on X and how many are leaving?

Estimates of X’s monthly global user base vary widely. The most generous estimates — used by research agencies and prominent business media — place the number of users at 611 million in April of this year, with a 6% drop to 588 million by September.

While many experts contest these figures, there has been a trend of declining user numbers on the platform since the 2022 Musk takeover, driven by departures in Western democracies. 

X is legally obliged to disclose its user numbers in the EU under the requirements of the bloc’s digital rulebook, the Digital Services Act (DSA).

Its reports show that the average number of EU monthly users fell from 111.4 million in the six months leading up to January 2024 to 106 million in the six months leading up to July.

Although it doesn’t reflect user numbers in other regions of the world, it is the only official data provided by X that shows a trend of decline in users.

An analysis by Financial Times analysts also suggests X user numbers have fallen by almost a third in the UK and almost a fifth in the US in the year leading up to September 2024.

A closer look at the data shows that user numbers have fallen in 25 of 27 EU member states over the past year, with only Germany and Finland seeing an uptick in numbers.

The drop in user numbers has coincided with a decline in financial prospects, with some estimating the company has lost 75% of its value since it was bought by Musk.

Where are they migrating?

Bluesky, a platform developed by Twitter founder Jack Dorsey, is a popular destination for emigrating X users.

Its CEO Jay Graber revealed earlier this week that users had hit 20 million after averaging 1 million new users per day over a five-day period. Its user numbers have more than tripled since late August. 

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Mastodon, developed by a German non-profit, is also welcoming users from X. Its app downloads are up 47% on iOS and 17% on Android this month according to its creator Eugen Rochko.

But Meta’s Threads, rolled out last year, remains the direct competitor with most active users, estimated at around 275 million.

Could Bluesky be the next big thing?

Given its proximity to the original Twitter interface and its emphasis on content moderation, Bluesky is being widely tipped as the biggest threat to X.

“It certainly seems like an inflection point. Bluesky’s growth over the past couple of years has tended to be directly correlated with Elon Musk’s actions,” David Karpf, associate professor at the School of Media and Public Affairs at George Washington University, told Euronews.

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He believes Musk’s use of the platform to propel Donald Trump’s campaign has played a significant role in convincing more users to leave the platform.

“It’s all been a trickle (of users leaving) up until the past month or two,” he explained. “But it seems like what happened during the election (means that) an awful lot of people who were using X decided, this is not for me.”

Bluesky operates independently to ensure big corporations do not influence its decisions, and users are able to select and fine-tune the algorithm that decides the content they are exposed to through custom feeds.

It has introduced new “anti-toxicity features”, such as the ability to detach your own post from a “quote post” made by another user. Replies to posts can also be hidden.

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It also has strong blocking features, often described as a “nuclear block”, designed to stamp out harassment and abuse.

But there are concerns that if politics becomes the motive for the exodus from X to Bluesky, the platforms could splinter into two echo chambers, split along political and ideological lines.

For American writer and media critic Parer Molloy, concerns about Bluesky becoming an ideological ‘bubble’ are unfounded: “It’s not about avoiding disagreement — it’s about fostering an environment where disagreements can actually happen productively,” she wrote this week.

“On platforms like X, the problem isn’t just opposing views — it’s the sheer volume of hate, harassment, and dehumanising rhetoric that gets amplified by algorithms.”

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