The social network X has increased its income in-apps in the last year, despite a decline in active users, show new data. According to the data of the Appfigures Intelligence AppFigures company, the global consumer expenditure in the mobile X app on both iOS and Android increased by 76.3% on an annual basis, compared to two periods similar in January. However, other data indicate that X -day users have decreased, since the use of rivals such as bluesky and threads has increased.
In an analysis performed by Appfigures, the global cost of X consumers on iOS and Android reached 7.6 million dollars for the period from 1 to 20 January 2024. In the same period, in January 2025, X registered A consumer expenditure of 13.4 million dollars said the company. This figure includes the in-app purchases made through the mobile app of X, not the revenue deriving from advertising or subscriptions purchased on the web, where X users receive a discount on their purchases.
In other words, this is not a number that represents the total revenues of X. X continues to be a large part guided activity by advertising, so this is only a window on consumer spending trends.
The addition of the chatbot Grok AI of XAI to the X app could help feed the increase in consumer spending, at least in part. There were evident peaks in net revenue shortly after X started testing a free version of Grok in X in November. This happened shortly before the addition by X of a faster model and a new Grok button on the app x in mid -December 2024 and the launch of a new model of images generation on 9 December.
X also added an NFL portal in late November to increase sporting involvement on its app. This could have increased the adoption of X as sport is one of the most discussed topics on X.
In the United States, X recorded a growth of 61.4% of consumer expenditure on iOS and Android on an annual basis, going from $ 4.4 million in the period 1-20 January 2024 to 7.1 million dollars in the same period of 2025.
Although the global cost of mobile phone consumers increases from year to year, the monthly totals have not always been constantly increasing. In some months the expense has decreased, in others it has increased. In 2025, the lowest month was February, with an expense of 9.6 million dollars on iOS and Android. December saw the highest total with $ 25.6 million, after the increases started in October before the American elections.
The main in-app purchases on the X iOS App in January 2025 are as follows: N. 1 is the monthly subscription x Premium ($ 11/month), followed by the monthly subscription x Premium Plus ($ 30/month), X monthly basic premium ($ 4/month), a subscription aimed at Elon Musk’s account ($ 4/month) and the annual subscription to X Premium ($ 114.99/year).
Despite the leap in consumer spending towards the end of the year, further data suggest that X could lose active users.
Both daily active users of X in the United States and all over the world decreased in January 2025, with each figure down by about 13% compared to the same period last year, according to the estimates of the Sensor Tower Intelligence supplier. , shared in response to a Techcrunch data request. Even the growth year on the year of the monthly active users on X has slightly decreased, Sensor Tower took over.
The main responsible for the company’s market analyzes, Jonathan Briskman, told Techcrunch which X had more than 313 million mau of mobile apps all over the world (monthly active users) in the fourth quarter of 2024 and more than 300 million Mau of mobile apps all over the world until January 2025 from month to month. date.
Since the active use of X decreased by comparing the same period of January 2024 with January 2025, daily active users on the Instagram Threads and Bluesky competing apps increased by more than 170% and 495% respectively. This growth has been led by a series of factors, including international expansions and the addition of numerous new characteristics and functionality on both platforms.
We asked X if he could share his internal Mau figure, but the company did not respond.
While the data shared by Appfigures and Sensor Tower focus on consumer expenditure, there are indications that the X advertising activity is also recovering. According to Guideline, data supplier on advertising spending, X recorded an improvement of 123% in advertising spending in December 2024, after a drop of -32% in November, decreasing compared to the drop of 60-80% recorded in the last two years .
Updated after publication with the data just released by the guidelines on advertising spending.
