Twitter’s “X” Rebranding Leads to 4% Drop in Weekly Active Users, Sensor Tower Reports
In the aftermath of Twitter’s rebranding as “X” by Elon Musk, the platform witnessed a 4% decrease in its weekly active users over the subsequent weeks, according to data from app intelligence firm Sensor Tower.
The X app, which assumed the new identity, also slipped four places in the overall category rankings, landing at No. 36 earlier this month. This decline was accompanied by an 8% decrease in installations, impacting both iOS and Android platforms with declines of 22% and 18%, respectively.
Furthermore, the rebranding saw a 5% reduction in average user time spent on the X app, along with a drop in user sessions.
The rebranding move was met with mixed reactions from users, with some expressing dissatisfaction with the abandonment of the classic blue bird logo that Twitter was known for.
However, Twitter Lite, an app designed for emerging markets, experienced an increase in installations following the name change, with downloads surging by 50% compared to the previous timeframe.
Notably, from August 6 to August 20, Twitter’s revenue witnessed a substantial 25% increase, driven primarily by revenue generated from iOS, which saw a boost of 24%.
The repercussions of Twitter’s rebranding extended beyond its platform. Meta’s Threads app, for instance, experienced a sharp 70% decline in downloads during the first week of the rebranding exercise, causing it to fall to 16th place overall.
On the other hand, competitors like Bluesky and Mastodon enjoyed an uptick in downloads, with increases of 180% and 15%, respectively, as indicated by Sensor Tower data.
The rebranding of Twitter to “X” has undoubtedly stirred a range of responses and appears to have had varying impacts on the digital landscape.
