David Ingram covers tech for NBC News.
The number of people using X daily is falling, more than a year after tech billionaire Elon Musk bought the app formerly known as Twitter. Data from two research firms and figures published by Musk and X suggest a deteriorating situation for X by some metrics. Musk has marketed it as the world’s “town square,” but in number of users it continues to lag far behind social media rivals that focus on video, such as Instagram and TikTok.
Advertisers have also left X, Sensor Tower said, with 75 out of the top 100 U.S. advertisers on X from October 2022 having ceased ad spending on it. The exodus spiked toward the end of last year, after Musk publicly embraced an antisemitic conspiracy theory and told advertisers at a conference in New York, “Go f--- yourself.” In recent days, Musk has urged his 177 million followers on X to get more people onto the platform.
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