David Bridges
If you frequently engage with content on Social Media Today, you may have encountered my previous discussions on this topic, which, while not groundbreaking, represent an ongoing frustration that has persisted over time.
Regardless, the team at X continues to promote various claims, asserting that “X is the leading news app in France,” “X is the top news application in Brazil,” and “the most downloaded news app in Australia,” among other similar statements.
While these assertions hold some truth—X is indeed the most downloaded “News” app on iOS across numerous regions—this phenomenon primarily stems from a clever reclassification of the app and does not necessarily indicate its effectiveness or reliability as a news source.
X strategically redefined its category to “News” back in 2016, after experiencing several quarters of stagnant growth while competitors like Facebook and Instagram thrived. The persistent comparisons between Facebook and Twitter adversely impacted Twitter’s market image. To counteract this negative perception, the Twitter team devised a clever strategy: they transitioned the app’s classification to the “News” category within the App Store, distancing it from the “Social Media” segment.
Indeed, Twitter hosts a significant amount of news content, with numerous news publishers actively disseminating information through the platform. So, it could be argued that it functions somewhat like a news app, right?
That assertion has merit. Research from Pew indicates that a considerable number of X users rely on the app for news content, utilizing it more frequently than other social platforms:
This leads to the conclusion that it can be loosely categorized as a “News” app rather than a traditional social media platform, a category in which it has consistently lagged, typically ranking in the mid-40s for overall downloads.
Nevertheless, X proudly asserts its identity as a “News” app, as this designation presents a more favorable image, even if it does not fully encapsulate the app’s actual content, usage patterns, or overall popularity.
This approach exemplifies a strategy of creative categorization aimed at shaping market perception. Currently, the X team continues to leverage this narrative as a sign of the app’s persistent popularity, regardless of negative press coverage, ongoing criticism of Elon Musk’s vision, or regional backlash against Elon Musk, X, Tesla, or other associated entities.
For instance, in a recent post, X CEO Linda Yaccarino celebrates the fact that X is currently the leading news app in France, a claim made even in light of Elon Musk potentially offending French President Emmanuel Macron by joking about a black eye incident.
This situation suggests that X, as an alternative news source, enjoys popularity among users, irrespective of what mainstream media narratives may portray regarding negative perceptions. Is this the case?
Actually, this perception is misguided; as illustrated in a chart provided by Sensor Tower, X consistently ranks as the top news app in France.
It’s true that it may occasionally slip to the second position, but overall, X remains at the forefront of news applications on iOS, primarily due to its substantial advantage over other genuine news applications.
However, it is essential to recognize that X does not operate as a news app in the same manner as the other applications listed within the same category.
To provide context, here are the current top twelve news apps on iOS in France:
It’s important to note that these applications likely do not pose a significant challenge to X. Most of them would be fortunate to have a million active users, while X boasts over 17 million monthly active users in France.
Additionally, it’s worth mentioning that X can only promote its status as the number one news app on iOS, as it is prohibited from categorizing itself as a news app on Android.
What is the reason behind this?
“If apps predominantly feature user-generated content (like social media platforms), they should not label themselves as news apps, and are not classified as such.
Consequently, because X consists entirely of user-generated content without any officially provided editorial content, it’s impossible to reclassify the app on Android as well.
In essence, X persists in disseminating misleading information to reposition itself as a leader in the industry, while the actual, verifiable data it generates indicates a decline in user engagement.
In fact, according to X’s latest DSA report, the application has experienced a 15% drop in overall usage across Europe since Elon Musk took control of the platform.
X is neither the number one news app nor the leading social media platform; rather, it occupies a middle ground with limited audience potential for the majority of users.
Maya Kensington
Clara Hastings
