Despite a decline in active users, social network X has grown in-app revenue over the past year, according to new data. Global consumer spending on X mobile apps on both iOS and Android increased 76.3% year over year when comparing two similar periods in January, according to data from app intelligence firm Appfigures. But other data shows that X's daily active users are declining as usage of rivals like Bluesky and Threads increases.
According to an analysis conducted by Appfigures, global consumer spending on iOS and Android at Company X reached $7.6 million from January 1 to 20, 2024. During the same period in January 2025, Company X's consumer spending reached $13.4 million, the company said. This figure includes in-app purchases made through X's mobile apps and does not include revenue from advertising or subscriptions purchased on the web, where X users receive discounts on purchases.
Image credit: Appfigures
In other words, this is not a number that represents X's total revenue. X remains a primarily advertising-driven business, so this is just a window into consumer spending habits.
The addition of xAI's Grok AI chatbot to X's app may be fueling the increase in consumer spending, at least in part. Shortly after X began testing the free version of Grok on X in November, there was a clear spike in net revenue. This was just before X added a faster model and a new Grok button to the X app in mid-December 2024, and a new image generation model was launched on December 9th.
X also added an NFL portal in late November to increase sports participation on the app. Given that sports is one of the most discussed topics on X, this may have facilitated its adoption.
In the US, X saw consumer spending on iOS and Android increase 61.4% year-over-year, from $4.4 million from January 1 to 20, 2024 to $7.1 million in the same period in 2025.
Image credit: Appfigures
Global mobile consumer spending is increasing year over year, but the monthly total is not necessarily increasing steadily. Some months my spending went down, some months it went up. February was the lowest month of 2025, with $9.6 million spent on iOS and Android combined. December was the highest at $25.6 million, after an increase that started in October ahead of the US election.
Screenshot image credit: Appfigures
Here are the top in-app purchases for X iOS apps in January 2025. Number one is X Premium Monthly Subscription ($11/month), followed by X Premium Plus Monthly Subscription ($30/month), X Premium Basic Monthly ($4/month), and Direct Subscription to Elon Musk's Account ($4/month). month), and an annual subscription to X Premium ($114.99/year).
Screenshot image credit: Appfigures
Despite consumer spending surging towards the end of the year, further data suggests that X may be losing active users.
X's daily active users in the U.S. and globally will decline in January 2025, with each figure increasing compared to the same period last year, according to estimates from app intelligence provider Sensor Tower shared in response to a data request from TechCrunch. It decreased by about 13%. According to Sensor Tower, X's year-over-year growth in monthly active users has also declined slightly.
Jonathan Briskman, the company's chief market insights manager, told TechCrunch that X's global mobile app MAU (monthly active users) exceeded 313 million in the fourth quarter of 2024, and by 2025 He said that the number of mobile app MAUs (monthly active users) worldwide as of March was more than 300 million. date.
Comparing the same period in January 2024 and January 2025, while X's active usage declined, the number of daily active users for competing apps Instagram Threads and Bluesky surged by more than 170% and 495%, respectively. This growth is being driven by a number of factors, including international expansion and the addition of several new features across both platforms.
We asked X if it could share its internal MAU numbers, but the company did not respond.
While the data shared by Appfigures and Sensor Tower focuses on consumer spending, there are signs that X's advertising business is also on the upswing. According to Guideline, an ad spend data provider, Company did.
Image credit: Guidelines
Updated after publication with newly released data from the Ad Spending Guidelines.