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with The departure of the CEO of X Linda YaccarinoAnd announced on Wednesday, the company that defined the first social networks face competition competition.
On an annual basis, Elon Musk’s social network has witnessed a decrease in the daily active user base by approximately 10 % in the second quarter of 2025, according to the new data provided by App Intelligence Sensor. Although the X user base is still 65 % larger than Meta threads and 10 times larger than its next competitor, BlouseX’s permanent victory in this field is not guaranteed.
On mobile devices, there are already some indications that the threads are attached to the knee.
New data from the market intelligence provider similar This week refers to Topics are approaching the users of the daily application of X On the mobile phone. In June 2025, the Mobile Threads app witnessed iOS and Android 115.1 million users per day daily, which represents 127.8 % growth on an annual basis; X reached 132 million daily operations, as its growth on an annual basis decreased by 15.2 %.
In general, X is still larger than its presence on the most prominent internet.
X also has other advantages, which can make an interesting battle between technology giants. On X, the user’s participation and loyalty remains strong, although the competition from META as well as open source social media such as Bluesky and Mastodon, and other startups. According to Sensor Tower data, users of x 31 minutes average a day on the platform in the second quarter of 2025, which were almost the quad -line, in 8 minutes a day.
In addition, approximately half (48 %) of X’s global monthly application users in a quarter interact with the platform on a daily basis, compared to 33 % for topics.
But the topics cannot be calculated yet, simply because x is larger. Although themes may contain fewer daily active users than X, they are witnessing stronger growth.
Over the past year, the Threads Global Application increased by 160 % on an annual basis, sensors tower data, partly driven by operating new features and jobs, as well as through its relationships with other Meta applications, such as Facebook and Instagram, which acts as a leader.
The threads also focus on the laser concentration on the development of its ecosystem for ads, which is the only way to apply for income at the present time. In April, dead Open topics ads For international advertisers, the next month Declared tests for video adsalso.
The app has the advantage of being part of the largest ads in Meta, where its tools are already familiar to marketers and where it has the ability to take advantage of Meta’s experience almost in maximizing advertising revenues.
Under Yakarino, The ecosystem x, But it was a volatile journey.
Advertisers in the media and entertainment, shopping, and vertical games until 2025 to the date
It represents 25 %, 22 % and 7 % of the total American spending on X, respectively. Each of these categories has grown since 2022 when advertisers in the media, entertainment, shopping and games are 20 %, 14 % and 2 %, respectively, respectively, says Sensor Tower.
Last year, one of the major advertisers by the United States was to spend the advertisement is Samsung, Temu, State Farm, MGM, NFL, Robinhood, Flute, NBA, Mihoyo and Microsoft. This year, Apple, Google, Verizon and Dell joined the best advertising brands assortment on X.
New data from advertising intelligence provider And note the guideline as well The spending of American advertising increased by 62 % on an annual basis in the first half of 2025.
The advertisement is not a zero game, but it was difficult to overthrow the Meta and Google Card.
For Meta, the challenge was not whether it could be a profit from a new social communication application, but whether it has the ability to create a new application that would gain strength with consumers. For years, this was not the case. The only successful new applications for the company were the ones you gained, such as Instagram and WhatsApp.
Meanwhile, Meta’s previous attempts to build a new social communication application failed almost completely, which led to the suspension of experimental applications such as adjustand excellentand Moveand Gamesand Welcome, aliveand bulletinand Lasoand Momentsand IGTVand hobbyand Lifestageand Slide, rooms, cracksand Notificationand paperAnd others, including acquisitions such as TBH.
This has been changed with the interconnected indicators, which have benefited from the Instagram user base to pave growth and now use Facebook and Instagram applications to drive clicks.
today, Topics have 350 million active users per monthThe latest profit report in Meta. X, a private company, is no longer required to share the scales publicly, but Musk had previously claimed that X He has 600 million Monthly active users.