Record High Usage of X Achieved in 2024

What is the current trend in user engagement on X following the recent U.S. election?

Reports reveal a conflicting narrative: while third-party analyses indicate that X is losing millions of users weekly, competitor platforms such as Threads and Bluesky are steadily increasing their user base and gaining popularity.

However, X, the sole entity providing precise usage metrics, asserts that it is experiencing record-breaking engagement, with its latest data showing that “active user seconds”—its preferred measure of performance—hit an all-time high in 2024.

According to X’s reports, total daily active user seconds have seen a 10% increase year-over-year, and video views within the platform are also reportedly on the rise, suggesting a vibrant user experience.

So, what is the truth behind these statistics? Is X manipulating its figures to create a more favorable image, or are the third-party analytics firms misinterpreting the data due to a lack of access to X’s comprehensive dataset?

To gain clarity, let’s analyze the data provided by X. A staggering 364 billion total active user seconds per day translates to an average of 24 minutes per user daily, based on X’s reported 250 million daily active users.

While this figure is substantial, it falls short of the claims made by X in March, where they stated users spent an average of 30 minutes per day on the app, raising questions about the accuracy of their current figures. , when it said that users are spending 30 minutes per day in the app on average.

This discrepancy raises doubts about the validity of X’s claim of achieving a “record” engagement level.

In March, X also reported an average of 8 billion cumulative active user minutes per day, which would convert to approximately 417 billion seconds, further complicating the narrative surrounding its user engagement.

It’s plausible that X experienced higher user engagement earlier in the year, which has since declined, resulting in the current average of 364 billion total seconds. Nonetheless, these figures suggest that X is likely experiencing a decline in user engagement compared to earlier periods.

The reported average of 24 minutes per user daily is also noticeably lower than the 38 minutes users were spending on Twitter a few years ago. This further complicates the claim of reaching a “record” level of engagement, especially when considering the different methodologies used for measuring active engagement between Twitter and X (for instance, Twitter counted any part of a minute as an active minute).

However, it could be argued that this is a record in terms of X’s own metrics, as it has only been tracking active user seconds as a statistic for two years. Therefore, it might be considered a year-over-year record, although the accuracy of this claim remains questionable in light of the previous data.

Based on X’s own statistics, it appears that the platform is experiencing a decline in user engagement over time rather than an increase, despite the company’s attempt to frame this as a positive development.

This trend aligns with X’s pattern of reporting selective or misleading data points. Furthermore, while X may indeed be witnessing a decrease in usage, the platform still enjoys considerable activity, contrary to reports predicting its imminent downfall.

In the aftermath of Donald Trump’s election victory, there may be an uptick in user engagement on X as public perception shifts regarding the platform’s alignment with right-wing ideologies, which could attract more users than initially anticipated.

With a significant portion of American voters supporting Trump, brands may reconsider their marketing strategies and return to X to connect with this audience, potentially revitalizing the platform’s appeal and influence.

But is X genuinely experiencing record levels of user engagement?

Based on the current data from X, it seems unlikely, raising significant questions regarding the reliability of their reported statistics.

Moreover, reports indicating that millions of users are abandoning the platform lend credence to the notion that X is facing a decline in user engagement, albeit possibly not as severe as some reports suggest.

Yet, the decline may not be as pronounced as one might expect.