With the departure of X CEO Linda Yacarino, which was declared on Wednesday, the company defined the competition from the text-first social networking.
According to the new data provided by the App Intelligence firm, the year-to-year, Elon Musk-owned social network has seen a decline of about 10% in its daily active user base as the second quarter of 2025. Sensor towerWhile the user base of the X is still 65% larger than the threads of the meta and its next largest rival, 10 times larger than Bluuski, the X is not guaranteed the permanent victory of the X in this location.
On mobile devices, there are already some indications that threads are holding.
New data from market intelligence provider Similar Releasing this week indicates that users have the daily app of X on threads mobile. In June 2025, Threads’ mobile app for iOS and Android watched 115.1 million daily active users, which represents 127.8% year-to-year growth; The X 132 million rose to daily proceedings, as its year-on growth declined by 15.2%.
Overall, the X is still larger than the threads, thanks to its more major web appearance.
There are other advantages of X also for an interesting fight between technical giants. On X, with increased competition from meta, despite the open source social networking movement such as Blussky and Mastodon and other startups, the user’s engagement and loyalty remain strong. According to the censor tower data, the X users spend an average of 31 minutes per day on the platform in the second quarter of 2025, which was around 8 minutes per day at 8 minutes.
In addition, about half (48%) of the X’s global monthly app users in the quarter interacted with the platform on a daily basis, compared to 33% for threads, the firm said.
But the threads cannot be counted yet, that is because the X is large. Although threads may be less daily active users than X, it is looking strong.
In the last one year, the threads global app daily active users were up to 160% year-to-year, the data shows of the sensor tower, operated in part by rollouts of new features and functions, as well as other apps of Mata, such as Facebook and Instagram, which work as a funnel.
Threads are also laser-centered on increasing their advertising ecosystem, which is the only means of demonetisation for time. In April, Meta opened threads advertisements for its global advertisers, and announced a test for video advertisements next month.
The app has the advantage of Mata being part of a large advertising business, where its equipment is already familiar with the abolition and where this advertisement has the ability to tap in about two decades experience of Meta to maximize revenue.
Under YACCARINO, X advertisement ecosystem was recovered, but it is a unstable ride.
Advertisements in media and entertainment, and gaming vertical 2025 year-old year
25%, 22%, and 7%of the total American advertisement spends on X respectively. The censor tower says that each of those categories has increased from 2022 when advertisers in media and entertainment, shopping, and gaming vertical represented 20%, 14%and 2%respectively.
Last year, the top advertisers of US advertising expenses were Samsung, Temu, State Farm, MGM, NFL, Robinood, Flutter, NBA, Mihoyo and Microsoft. This year, joined the lineup of advertising of top brands on Apple, Google, Verizon, and Dell X.
The new data from the advertising intelligence provider guidelines also mentioned that the US advertising expenses were 62% year-to-year in the first half of 2025.
Advertisement is not a zero-zodiac game, but it is difficult to top the duality of meta and Google.
For Meta, the challenge was not whether it could change profit from a new social networking app, but did it have the ability to create a new app that would receive traction with consumers. For years, it did not seem that the matter would happen. The only successful new apps of the company were those that were obtained it, such as Instagram and WhatsApp.
Meanwhile, the pre -Meta efforts in the creation of a new social networking app have almost failed, causing practical apps to close usage apps like Twk, Super, Move, Gaming, Hello, Neberhood, Bulletin, Lasso, Moments, IgTV, Hobby, Lifestyle, Slingshots, Roofs, Rift, Pavi, and others like other people.
It turned with threads, which took the user base of Instagram in bootstrap growth and now uses Facebook and Instagram apps to drive click.
Today, according to the latest income report of the meta in threads, 350 million monthly active users are users. X, a private company, no longer needs to share matrix in public, but Musk first claimed that x Is 600 million Monthly active user.
