X’s Advertising Business Continues to Tank

Sarah Perez, in a TechCrunch story about monthly active user numbers for Bluesky, Threads, and X, using data provided by Similarweb: Instead, the data shows that X’s worldwide monthly active users on mobile were down around 3% year-over-year in June, and X’s mobile daily active users dropped 7% in July to 123.7 million. (Of course, X remains a sizable social network with around 302 million monthly active users on its app as of June 2026 and a growing number of web visits, up 5.3% year-over-year in July to 4.7 billion.) Similarweb’s data is janky as hell, and this number is a long, long way from SpaceX’s self-reported monthly active user count of 550 million on X alone. I am not saying either number is reliable, only that a gulf of 248 million users is an error not easily explained by rounding or estimation assumptions. Pre-takeover, Twitter had about 338 million monthly active users, according to an estimate by Insider Intelligence; in four years, the platform either declined by…