X’s Mobile App Revenue Soars While Rivals Gain Ground

In a surprising twist, social network X has pulled off a revenue miracle. Despite losing daily active users, X’s in-app consumer spending has surged by a jaw-dropping 76.3% year-over-year, according to data from app intelligence firm Appfigures. But here’s the kicker: while X is raking in cash, its rivals like Bluesky and Threads are stealing the spotlight with explosive user growth. Let’s break it down.

The Numbers Don’t Lie

From January 1-20, 2025, X’s global consumer spending hit $13.4 million across iOS and Android—a massive leap from $7.6 million during the same period in 2024. But don’t get it twisted: this isn’t X’s total revenue. It’s just a snapshot of in-app purchases, excluding ad revenue or web-based subscriptions. Still, it’s a clear sign that X’s mobile strategy is paying off.

“X’s revenue spikes align with the rollout of Grok AI and new features. It’s a masterclass in monetization.”

Appfigures Data Report

What’s Fueling the Fire?

X’s secret weapon? Grok AI. The free version of Grok, launched in November 2024, sparked immediate revenue spikes. Then came the upgrades: a faster model, a new Grok button, and an image generation tool. And let’s not forget the NFL portal, which tapped into one of X’s most-discussed topics—sports. These moves didn’t just boost engagement; they supercharged spending.

• U.S. Growth: Consumer spending jumped 61.4% year-over-year, from $4.4 million to $7.1 million.
• Global Peaks: December 2024 hit a record $25.6 million, driven by U.S. election buzz.
• Top Purchases: X Premium Monthly ($11/mo.), X Premium Plus ($30/mo.), and Elon Musk’s direct subscription ($4/mo.) led the charge.

The Catch: User Decline

Here’s the plot twist: while X’s revenue is climbing, its user base is shrinking. Daily active users dropped by 13% globally and in the U.S. compared to January 2024. Meanwhile, rivals Threads and Bluesky saw daily active users skyrocket by 170% and 495%, respectively. Ouch.

“X’s MAUs dipped slightly, but its revenue strategy is keeping it afloat in a competitive market.”

Jonathan Briskma, Sensor Tower

What’s Next for X?

X is walking a tightrope. Its revenue growth proves it’s still a force to be reckoned with, but the user decline is a red flag. Can X’s innovative features and AI-driven strategy outpace its rivals? Only time will tell. One thing’s for sure: in the battle for social media dominance, X isn’t going down without a fight.

Key Takeaway: X’s revenue surge is a testament to its ability to monetize its core audience. But with rivals gaining ground, X needs to double down on user retention—or risk losing the war.