For the first time, social network X, formerly known as Twitter, is facing a challenge to its leadership position from a competitor. Threads, the new platform launched by Meta, has recently surpassed X in terms of daily active users. This situation reflects a marked change in the social media landscape, where X, after its acquisition by Elon Musk in 2022, has continued to lose subscribers while Threads has recorded significant growth.
A worrying evolution for X
Since the acquisition of X by Elon Musk, the dynamics of the platform have considerably evolved. For the first time, the number of X users is in constant decline, with a loss of 11.9% in 2025. During this same period, Threads has experienced a 37.8% increase in its active users. This marks a difficult time for X, which struggles to maintain its attractiveness as competition intensifies.
The rise of Threads
Threads, designed to provide a less news-centric alternative to X, has quickly managed to attract a wide audience. With an average of 143.2 million daily active users, Meta’s platform has captured attention through its seamless integration with the company’s other social networks, notably Facebook and Instagram. Users of the latter can easily migrate to Threads without having to create a new account, which is a significant advantage for this new platform.
X facing the storm
Despite the decline in its users, X remains a historical platform appreciated by many internet users for its speed in disseminating information. However, the controversial decisions made by Elon Musk, particularly regarding algorithm and pricing policy, may discourage a number of users from staying on the platform. Recent events, such as the capture of Nicolas Maduro, show that X still plays a vital role in the news domain, but disruptions in its management could affect its future.
Competing alternatives
In this context of increased competition, other platforms like Bluesky are also trying to carve out a path. Despite a relatively small number of daily active users, around 8.9 million, Bluesky shows that it can take advantage of X’s turbulence. However, it appears to struggle to capture long-term interest, facing a more appealing strategy from Meta with Threads.
Future stakes for X
To avoid a continued erosion of its user base, X will have to rethink its strategy. Greater respect for user concerns could translate into a revision of its algorithm and pricing policy. The questions surrounding Elon Musk’s management style and his radical positions also need to be considered, as they could have a strong impact on user loyalty to the social network.
In the face of these challenges, it may be essential for X to reposition itself and differentiate in an increasingly turbulent market. Recent changes in the digital landscape call for agile transformation that respects user expectations.
For more information on the contemporary challenges facing X following controversial management decisions, check out articles on the restriction of visibility for erotic content, Donald Trump’s criticisms of the French judicial system, and the threat of a ban in the UK.
Finally, the issue of content moderation mechanisms on X is also timely, as shown by the investigation into the impact of contextual annotations. As Meta prepares its offensive with Threads, the challenge facing X will be substantial. Don’t miss the recent developments involving the main player in the tech sector, with Apple’s quiet entry into the Threads ecosystem.
