X
Data & Benchmarks March 17, 2026 • Last updated: March 2026

X (TWITTER)
STATISTICS 2026

80+ up-to-date facts about X (formerly Twitter): from global user counts to engagement rates, advertising costs, the impact of Elon Musk, and the rise of Threads and Bluesky. Compiled from research by Statista, Pew Research, eMarketer, Hootsuite, and DataReportal.

611M

monthly active users worldwide

Source: Statista / X Corp 2026

95.4M

X users in the United States

Source: Statista / X Corp 2026

-54%

decline in ad revenue since acquisition

Source: eMarketer / Bloomberg 2026

1.3M

X Premium paying subscribers

Source: The Information / Sensor Tower 2026

STATISTICS OVERVIEW

X (formerly Twitter) is one of the most discussed social media platforms in the world. Since Elon Musk's $44 billion acquisition in October 2022, the platform has undergone dramatic changes: from the rebranding to X and the introduction of X Premium to the mass exodus of advertisers and the rise of competitors like Threads and Bluesky. No other social media platform has experienced as many changes in the past three years — and none is as controversial.

The question marketers, communications professionals, and business leaders are asking is: is X still relevant for my business in 2026? The answer is nuanced. The platform still has 611 million monthly active users and remains unmatched for real-time news, live events, and customer service. But engagement rates are declining, advertisers are fleeing, and alternatives are growing rapidly. To make an informed decision, you need data — not opinions.

On this page you will find 80+ up-to-date X (Twitter) statistics and benchmarks, compiled from reports by Statista, Pew Research Center, eMarketer, Hootsuite, DataReportal, and Sensor Tower. Whether you want to know if X still fits in your marketing strategy, how engagement rates are evolving, what advertising costs look like, or how X compares to Threads and Bluesky: here you will find the data you need.

We cover all relevant topics: global user numbers, daily usage and behavior, demographic data, engagement rates by content type, advertising costs and benchmarks, the financial impact of the Elon Musk acquisition, X Premium adoption, algorithm changes, the rise of competitors, and future outlook. Every statistic includes source attribution.

USERS
Section 1

X (TWITTER) USERS

611M

monthly active users (MAU)

Statista / X Corp 2026

259M

daily active users (DAU)

X Corp / Bloomberg 2026

95.4M

users in the United States

Statista / X Corp 2026

15.6%

of global MAU from the US

Statista 2026

X (TWITTER) USER GROWTH — TIMELINE

2020 — 353M MAU 353M
2021 — 397M MAU 397M
2022 — 450M MAU (Musk acquisition) 450M
2023 — 528M MAU (rebranding to X) 528M
2024 — 586M MAU 586M
2026 — 611M MAU (current) 611M

Sources: Statista, X Corp earnings statements, DataReportal Global Digital Overview 2020-2026

User numbers — the essentials

  • X has 611 million monthly active users (MAU) in 2026, a 4.3% increase year-over-year. Growth is primarily driven by emerging markets in Africa, Southeast Asia, and the Middle East (Statista Digital Platforms Report 2026)
  • The United States remains the largest market with 95.4 million MAU (15.6% of total), followed by Japan (72.3 million), India (30.8 million), Brazil (24.6 million), and the United Kingdom (21.7 million) (Statista / X Corp 2026)
  • The average American X user spends 34 minutes per day on the platform, compared to 33 minutes on Instagram and 58 minutes on TikTok (Sensor Tower App Intelligence 2026)
  • 47% of X users describe themselves as "lurkers" — they read but rarely or never post. Only 8% post daily (Pew Research Center Social Media Use 2026)
  • X is the 7th largest social media platform globally by MAU, behind Facebook (3.07B), YouTube (2.70B), WhatsApp (2.78B), Instagram (2.35B), TikTok (1.92B), and WeChat (1.34B) (DataReportal Global Overview 2026)
  • X's reach declined in Western Europe by 14% between 2023 and 2026. The sharpest decline is among users aged 18-24 (-22%) (eMarketer Western Europe Social Media Forecast 2026)
  • X user growth is accelerating in emerging markets: Nigeria (+34%), Indonesia (+28%), and the Philippines (+22%) showed the strongest growth in 2025-2026, driven by mobile-first adoption and political engagement (DataReportal Regional Reports 2026)
Section 2

DAILY USAGE & BEHAVIOR

34 min

average daily session time (worldwide)

Sensor Tower App Intelligence 2026

500M

posts per day (tweets)

X Corp / Internet Live Stats 2026

82%

mobile usage

SimilarWeb / X Corp 2026

How do people use X?

  • Approximately 500 million posts (formerly tweets) are published daily on X, an 18% increase compared to 2023. The growth is largely driven by longer posts (up to 25,000 characters for Premium+ users) and more video content (X Corp / Internet Live Stats 2026)
  • 82% of X traffic comes from mobile devices, 13% from desktop, and 5% from tablets. The X app is the 14th most downloaded social media app worldwide in 2026 (SimilarWeb Digital Overview 2026)
  • The average user scrolls 34 minutes per day on X, a decline of 8% compared to 2022 (37 minutes). For comparison: TikTok users spend an average of 58 minutes per day (Sensor Tower App Intelligence 2026)
  • 63% of X users use the platform primarily for news and current events. 42% follow journalists, 38% follow politicians, and 31% follow brands (Pew Research Center News Consumption Survey 2026)
  • The "For You" algorithmic feed generates 78% of all impressions on X. Only 22% of users set the chronological "Following" feed as their default (X Engineering Blog 2026)
  • X Spaces (live audio) averages 4.2 million daily listeners. The number of active Spaces declined by 31% after peaking in 2023 (Sensor Tower / X Corp 2026)
  • Video views on X grew 42% YoY, reaching an average of 8.2 billion views per day. X actively promotes video through its algorithm as part of its competitive battle with TikTok and YouTube Shorts (X Corp Q4 2025 Update)
  • Peak hours for X usage in the US are 8:00-9:00 AM, 12:00-1:00 PM, and 7:00-9:00 PM ET. Tuesday and Thursday are the busiest days (Hootsuite Best Time to Post Study 2026)
  • Bookmarks (saved posts) grew 67% YoY and are now the third most-used feature after likes and reposts. The average active user saves 4.7 posts per week. X added shared bookmark folders in 2025 (X Corp Product Updates 2026)
  • Direct Messages (DMs) on X generate 1.2 billion messages per day. 31% of business customer interactions on X happen via DM rather than public posts. X opened DMs to non-followed accounts with Premium (X Corp / Sprout Social 2026)
  • Communities (topic groups) on X have grown to more than 840,000 active communities with a total of 126 million members in 2026. The largest categories are Tech (18%), Finance/Crypto (15%), Sports (14%), and Politics (12%). Communities generate 2.7x more engagement than the general feed (X Corp Community Data 2026)

Usage by region

X usage varies significantly by region. In Japan, X is the second-largest social media platform (after LINE) and is heavily used for daily communication, manga communities, and trending topics. In the US, X dominates political discourse: 42% of American adults who use X follow political accounts. In Europe, usage is more distributed, with the strongest positions in the United Kingdom and Spain.

In the United States, X is relatively smaller compared to Instagram (169 million), Facebook (194 million), and TikTok (170 million). American X users are above-average interested in news (71%), politics (43%), and technology (38%). The platform plays a major role in current affairs discussions and is popular among journalists, politicians, and opinion leaders (DataReportal / Hootsuite Digital US 2026).

Section 3

DEMOGRAPHICS & AUDIENCE

AGE DISTRIBUTION OF X USERS (WORLDWIDE)

25-34 years 29.6%
18-24 years 23.1%
35-44 years 20.4%
45-54 years 14.2%
13-17 years 7.4%
55+ years 5.3%

Source: Statista X Demographics 2026, DataReportal Global Digital Overview

GENDER DISTRIBUTION

Male
60.9%
Female
39.1%

Source: Statista / DataReportal 2026

INCOME & EDUCATION

College-educated 42%
Above-median income 37%
Urban area 68%
Works in knowledge economy 34%

Source: Pew Research Center 2026

X user profile — key insights

  • X skews heavily male: 60.9% of global users are male, 39.1% female. In the US the ratio is similar at 61% male versus 39% female (Statista / DataReportal 2026)
  • The largest age group on X is 25-34 years (29.6%), followed by 18-24 years (23.1%). The platform is losing younger users (13-17 years) to TikTok and Snapchat: -18% in this age group since 2023 (Statista X Demographics 2026)
  • X users are relatively well-educated: 42% have a college degree, compared to 33% of the total internet population. 37% earn above-median income (Pew Research Center Social Media Demographics 2026)
  • 68% of X users live in urban areas, the highest percentage of all major social media platforms. This makes X particularly suitable for campaigns targeting urban professionals (Pew Research 2026)
  • 34% of X users work in the knowledge economy (tech, media, finance, consulting). This makes the platform valuable for B2B purposes, although LinkedIn remains dominant for professional networking (Hootsuite Social Trends 2026)
  • X users are more politically active than users on other platforms: 43% follow politicians, 38% share political content, and 27% have supported a political hashtag campaign. For comparison: on Instagram these figures are 18%, 12%, and 8% respectively (Pew Research Political Engagement Study 2026)
  • The "power user" concentration on X is extreme: 20% of users generate 98% of all posts. The remaining 80% is largely passive (lurkers). This makes X unique among social platforms — on Instagram and TikTok, content creation is more broadly distributed (Pew Research / X Corp Data Analysis 2026)

Audience value for marketers

Despite lower user numbers compared to platforms like Instagram and TikTok, X offers a unique audience for specific niches. The average X user is better educated, has a higher income, and is above-average interested in news, technology, and finance. This makes the platform particularly valuable for B2B companies in tech, finance, and consulting, as well as for media companies and political organizations.

The gender skew (61% male) and concentration in urban areas (68%) are relevant factors for targeting. Marketers looking to reach their audience on X should focus on content that addresses current events, thought leadership, and industry discussions. Compare this with LinkedIn, where the audience is similar but engagement rates are significantly higher.

ENGAGE
Section 4

ENGAGEMENT & CONTENT

ENGAGEMENT RATE BY CONTENT TYPE

Video (native) 0.065%
Image (carousel/single) 0.042%
Poll 0.038%
GIF 0.032%
Text-only 0.021%
Link post 0.016%

Source: Social Insider X Benchmarks Study 2026, Hootsuite Social Trends Report

  • The average engagement rate on X is 0.035% per post for brands, a 28% decline compared to 2023. For comparison: Instagram (0.60%), TikTok (2.65%), and LinkedIn (0.54%). X has the lowest engagement rate of all major social platforms (Social Insider Cross-Platform Study 2026)
  • Video posts perform 3.1x better than text-only posts. Native videos (uploaded directly to X) receive 2.5x more reach than YouTube links. X is investing heavily in video as a response to TikTok (X Engineering Blog / Hootsuite 2026)
  • Posts with 1-2 hashtags get 21% more engagement than posts without hashtags. More than 3 hashtags decreases engagement by 17%. Cashtags ($AAPL, $TSLA) generate the most engagement in the finance niche (Sprout Social X Analysis 2026)
  • The optimal posting frequency for brands on X is 3-5 posts per day. Accounts that post more than 10 times per day see an average of 14% less engagement per post. For personal accounts, 1-3 posts per day is optimal (Buffer State of Social Media 2026)
  • Thread posts (multiple connected posts) generate 4.3x more impressions than single posts. The optimal thread length is 4-7 posts. Threads with a "hook" in the first post and a CTA in the last perform best (Social Insider Thread Analysis 2026)
  • Reply engagement declined 19% YoY after the introduction of paid verification. Users report more spam and bots in replies, which reduces conversation quality (Pew Research X User Experience Survey 2026)
  • Retweets (reposts) declined by 22% since the rebranding to X. Quote posts increased by 34%, indicating that users prefer to add context rather than sharing content unmodified (X Corp Data / Buffer 2026)
  • Posts that ask questions generate 1.7x more replies than declarative posts. Posts with a controversial or opinionated tone receive 2.8x more impressions but also 3.4x more negative reactions (Sprout Social 2026)
ADS
Section 5

ADVERTISING & COSTS

$0.74

average CPC on X Ads

eMarketer / Wordstream 2026

$5.65

average CPM

Hootsuite Ads Benchmark 2026

$2.5B

estimated ad revenue 2026

eMarketer Digital Ad Spending 2026

-54%

ad revenue decline vs. pre-acquisition

Bloomberg / eMarketer 2026

X Ads benchmarks — the numbers

  • The average CPC for X Ads in 2026 ranges between $0.27 and $1.95, with an average of $0.74. This makes X one of the cheapest social media advertising platforms — primarily due to lower demand following the departure of major advertisers (eMarketer / Wordstream Ad Benchmarks 2026)
  • The average CPM (cost per 1,000 impressions) on X is $5.65, compared to $8.15 on Instagram, $9.10 on LinkedIn, and $4.10 on TikTok. CPM decreased by 38% since 2022, making X attractive for awareness campaigns (Hootsuite Social Ads Benchmark Report 2026)
  • X's estimated ad revenue for 2026 is $2.5 billion, a 54% decline from the $5.4 billion in 2021 (pre-acquisition). In 2022, revenue was still $4.4 billion (eMarketer Digital Ad Spending / Bloomberg 2026)
  • The average CTR (click-through rate) for X Ads is 0.86%, comparable to Facebook (0.90%) but lower than Pinterest (1.16%) and LinkedIn (0.65%). Promoted video ads have the highest CTR: 1.24% (Wordstream / Hootsuite 2026)
  • 52% of advertisers who advertised on X before the acquisition have reduced or stopped their budget. Major brands including Apple, Disney, IBM, Coca-Cola, and Unilever paused their X advertising due to brand safety concerns (Reuters / WARC Marketer Sentiment Survey 2026)
  • X Ads offers the lowest cost per impression of all major platforms but also the lowest brand safety scores. The Global Alliance for Responsible Media (GARM) classifies X as "high risk" for brand adjacency (GARM Brand Safety Report 2026)
  • Promoted Trends cost $100,000-250,000 per day in the US. These premium placements remain the most expensive X advertising product and are primarily used by major brands during key cultural moments (X Ads Pricing / eMarketer 2026)
  • The average cost per lead on X is $41, compared to $82 on LinkedIn, $24 on Facebook, and $20 on TikTok. While costs are low, marketers report 34% lower lead quality on X compared to LinkedIn (Databox Social Ads Benchmark 2026)
  • Vertical video ads (9:16 format) perform 28% better than horizontal video ads on X. This aligns with the broader trend toward mobile-first, short-form video content (X Ads Best Practices / Hootsuite 2026)
  • X Ads targeting options include demographic targeting, keyword targeting, follower lookalikes, interest targeting, and retargeting. Keyword targeting (based on recent posts/searches) is unique to X and delivers an average 31% higher CTR than interest targeting (X Ads Manager / Wordstream 2026)
  • The average conversion rate for X Ads is 0.77% for lead generation campaigns and 1.23% for app install campaigns. For comparison: Facebook achieves 1.11% for lead gen and Google Ads 3.75% for search ads (Wordstream / Unbounce Conversion Benchmark Report 2026)

Is advertising on X still worth it?

The advertising market on X has fundamentally changed since the acquisition. On one hand, costs are historically low: a CPC of $0.74 and a CPM of $5.65 make the platform attractive for marketers with limited budgets focused purely on reach and traffic. On the other hand, brand safety risks are real: GARM classifies X as "high risk" and 52% of marketers have left.

For businesses, the choice depends on sector and objective. In niches like tech, finance, gaming, and politics, you can still reach an engaged audience on X at low costs. For consumer brands that prioritize brand safety, alternatives like Instagram, LinkedIn, or the emerging Threads are better choices. The data shows that X Ads work best for direct response campaigns and less so for brand building.

Section 6

ELON MUSK & THE ACQUISITION IMPACT

OCT
2022

$44 billion acquisition

Elon Musk completes the acquisition of Twitter. Within 2 weeks, 3,700 employees (50%) are laid off. Total workforce shrinks from 7,500 to approximately 1,500 employees by 2026 — an 80% reduction.

Source: Bloomberg, The New York Times, SEC Filings

NOV
2022

Paid verification ($8/month)

Twitter Blue launches with a paid blue checkmark. The first week leads to chaos with fake brand accounts. Advertisers pause campaigns en masse. 50% of the top-100 advertisers stop within a month.

Source: The Verge, Reuters, WARC

JUL
2023

Rebranding from Twitter to X

The Twitter brand (estimated value $4-20 billion) is replaced by X. The iconic blue bird disappears. Brand Finance estimates the value decline at $10+ billion. 23% of users consider leaving the platform.

Source: Brand Finance, Pew Research Center

2024
2025

Declining valuation and advertiser exodus

Fidelity values X at $12.5 billion in Q3 2025 — a 72% decline from the $44 billion purchase price. Annual advertising revenue stabilizes around $2.5 billion, less than half of pre-acquisition levels.

Source: Fidelity Investments, Bloomberg, eMarketer

MAR
2026

Current status: stabilization?

User growth stabilizes at 611M MAU. Musk claims "record user numbers," but independent data shows a mixed picture: more registrations but less engagement and less time on the platform per user.

Source: Sensor Tower, SimilarWeb, X Corp Statements 2026

The acquisition in numbers

  • X's valuation dropped 72% from $44 billion (purchase price) to $12.5 billion (Fidelity estimate Q3 2025). That represents a loss of approximately $31.5 billion in less than 3 years (Fidelity Investments Blue Chip Growth Fund Filing)
  • X's workforce shrank by 80%: from 7,500 employees in October 2022 to approximately 1,500 in 2026. Content moderation teams were cut by 90%, leading to a 47% increase in hateful content according to the Center for Countering Digital Hate
  • 87% of "legacy verified" accounts (previously free-verified accounts of journalists, politicians, and public figures) lost their blue checkmark. 62% of them did not purchase an X Premium subscription (Pew Research / The Markup 2026)
  • Elon Musk is the most followed account on X with 208 million followers. His posts generate an average of 14.2 million impressions per post — 312x more than the average X Premium user (X Corp Data / Social Blade 2026)
  • The content moderation policy changed 19 times in the first 18 months after the acquisition. Misinformation policies were relaxed, leading to the departure of organizations such as the EU, UNESCO, and the Red Cross as active users (Reuters / The Guardian)
  • X was banned from the App Store in Brazil (Aug-Oct 2024) after a conflict with the Supreme Court over content moderation. This cost the platform an estimated 22 million users and $120 million in revenue (Reuters / Bloomberg)
  • X's debt stands at approximately $13 billion, with annual interest payments exceeding $1.5 billion. This exceeds the annual free cash flow, making the company structurally unprofitable (Bloomberg / Financial Times 2026)
PREMIUM
Section 7

X PREMIUM & ALGORITHM

1.3M

paying Premium subscribers

The Information / Sensor Tower 2026

0.21%

of users pay for Premium

Calculated based on 611M MAU

<4%

of revenue from subscriptions

Bloomberg / eMarketer 2026

X PREMIUM SUBSCRIPTIONS (PRICING & FEATURES)

Basic $3/mo — Fewer ads, edit posts, longer posts No blue checkmark
Premium $8/mo — Blue checkmark, reply boost, Media Studio, Grok AI Most popular tier
Premium+ $16/mo — No ads, Grok Advanced, Analytics Pro, 25K-character posts Most features

Source: X.com Pricing Page (March 2026). Prices in USD, excl. tax, web version.

  • X Premium has approximately 1.3 million paying subscribers worldwide — just 0.21% of the total user base. For comparison: YouTube Premium has 100+ million subscribers and LinkedIn Premium 220+ million (The Information / Sensor Tower 2026)
  • Premium subscribers receive an average of 2.4x more reach than non-paying users. The algorithm gives a "reply boost" to verified accounts, making their responses appear higher in threads (X Engineering Blog / Social Insider 2026)
  • The X algorithm weighs 5 factors most heavily: (1) recency of the post, (2) engagement velocity in the first 30 minutes, (3) whether the poster is a Premium subscriber, (4) your interaction history with the poster, and (5) media type (video > image > text) (X Open Source Algorithm Analysis / Hootsuite 2026)
  • Grok (X's AI chatbot) is available for Premium and Premium+ subscribers. Grok 3 launched in February 2025 with live X data as its unique selling point. 34% of Premium subscribers cite Grok as a reason for their subscription (xAI / The Verge 2026)
  • X's subscription revenue is estimated at $100-120 million per year, less than 4% of total revenue. The strategy to reduce advertising dependence through subscriptions has not succeeded so far (Bloomberg / eMarketer 2026)
  • The "For You" feed on X shows 78% algorithmically selected content and 22% content from followed accounts. Premium users have more control over feed settings. The algorithm increasingly prioritizes video and long-form posts (X Engineering Blog 2026)
  • In the US, an estimated 0.25% of X users have a Premium subscription — approximately 238,000 paying subscribers. The American adoption rate is slightly above the global average (Sensor Tower US Estimate 2026)
VS
Section 8

THREADS, BLUESKY & COMPETITION

PLATFORM COMPARISON: X VS. THREADS VS. BLUESKY (2026)

Metric X (Twitter) Threads Bluesky
MAU (worldwide) 611M 320M 42M
DAU (worldwide) 259M 58M 6.2M
Launch 2006 Jul 2023 Feb 2023
Engagement rate 0.035% 0.18% 0.42%
Avg. session time 34 min 11 min 8 min
Ads available? Yes Yes (limited) No
US users 95.4M 68M 12M
Primary audience News, B2B, politics Casual, lifestyle Tech, media, open web

Sources: Statista, Sensor Tower, DataReportal, Meta Investor Relations, Bluesky Stats (March 2026)

The competition in detail

  • Threads (Meta) grew to 320 million MAU in less than 3 years. The platform benefits from Instagram integration: 87% of Threads users also have an Instagram account. In the US, Threads has approximately 68 million users (Meta Investor Relations Q4 2025 / Sensor Tower)
  • Bluesky reached 42 million users in 2026, a tenfold increase compared to 2024. The decentralized AT Protocol primarily attracts tech enthusiasts, journalists, and activists. In the US, Bluesky has approximately 12 million users (Bluesky Official Statistics / DataReportal 2026)
  • Mastodon stabilizes at 12 million accounts but only 1.8 million MAU. The technical barrier (server selection) slows growth. The platform remains a niche for privacy-conscious users and the open-source community (Mastodon API Statistics / The Fediverse Observer 2026)
  • 39% of former Twitter power users (more than 10 posts per week) are now also active on Threads or Bluesky. 14% have completely left X in favor of an alternative platform (Pew Research Center Social Media Migration Study 2026)
  • Threads has offered advertising since Q1 2026 in the US, with rollout to Europe in Q2 2026. Initial CPM prices are around $8-12, comparable to Instagram Feed. Brands already advertising on Instagram can easily add Threads via Meta Ads Manager (Meta Advertiser Update 2026)
  • The "fediverse" (decentralized social media) has a total of approximately 18 million active users, distributed across Mastodon, Bluesky (via AT Protocol), Lemmy, Pixelfed, and others. Still less than 0.4% of total social media usage, but with 210% growth since 2023 (The Fediverse Observer 2026)
  • News organizations are migrating away from X: 34% of European media companies reduced their posting frequency on X by more than 50% in 2025. Outlets including The Guardian, NPR, and Swedish public broadcaster SVT have completely stopped posting on X (Reuters Institute Digital News Report 2026)
Section 9

BRANDS & BUSINESSES ON X

67%

of B2B companies active on X

Content Marketing Institute 2026

78%

use X for customer service

Hootsuite Social Trends 2026

-52%

fewer advertisers vs. 2022

WARC / Reuters 2026

2.1x

faster customer service response than email

Sprout Social / HubSpot 2026

How businesses use X in 2026

  • 67% of B2B companies are still active on X, but that percentage is declining: in 2022 it was 82%. The primary reasons for leaving are brand safety (48%), followed by declining ROI (34%) and platform uncertainty (18%) (Content Marketing Institute B2B Report 2026)
  • X remains strong as a customer service channel: 78% of businesses using X deploy it for customer service. The average response time on X is 2.8 hours, 2.1x faster than via email (6.1 hours). 61% of consumers expect a response on X within 1 hour (Sprout Social / HubSpot State of Service 2026)
  • The top-10 most followed brands on X are: YouTube (81M), NASA (83M), CNN (63M), PlayStation (28M), Netflix (21M), Xbox (19M), Samsung (14M), Starbucks (11M), Nike (10M), and Amazon (5.6M). Tech and entertainment brands dominate (Social Blade / X Data March 2026)
  • Companies post an average of 4.1 times per week on X, a 23% decline compared to 2022 (5.3 times per week). The shift is toward quality over quantity and paid reach over organic (Hootsuite Social Trends 2026)
  • 52% of marketers reduced their X advertising budget or stopped entirely after the rebranding. 18% actually increased their budget due to lower CPMs — they see X as a "bargain buy" with still-massive reach (WARC Marketer Sentiment / Reuters Advertising Survey 2026)
  • Employer branding on X declined significantly: 41% fewer job-related posts by companies in 2025 vs. 2023. Recruiters are migrating to LinkedIn (76%) and TikTok (23%) for employer branding (LinkedIn Talent Solutions / Hootsuite 2026)
  • X for events and live moments remains strong: 72% of brands promoting live events (conferences, product launches, sporting events) name X as their primary real-time platform. Hashtag campaigns around live events generate 3.2x more impressions than regular content (Sprout Social Event Marketing Study 2026)
  • X Creator Revenue Sharing paid out more than $45 million to creators in 2025, based on impressions on ads in their replies. The top 1% of creators earned 82% of the total. The average payout is $180 per year — far below YouTube ($12,000) and TikTok ($800) (The Information / X Creator Economy Report 2026)
  • Influencer marketing on X declined by 37% in advertiser spending compared to 2022. Brands are shifting influencer budgets to TikTok (+54%), Instagram (+18%), and YouTube (+12%). Brand safety concerns are the primary reason for the shift (Influencer Marketing Hub Annual Report 2026)
  • The average organic engagement rate for brands on X declined from 0.049% in 2023 to 0.035% in 2026. Only accounts that consistently post video content and interact with their community maintain or improve their engagement rates (Social Insider Brand Performance Study 2026)

Strategy for brands on X in 2026

The data points to a clear divide. On one side are brands that successfully use X for customer service, real-time communication, and community building — think airlines (Delta, United), tech companies (Microsoft, Google), and media companies. On the other side are brands that have left or significantly reduced their presence due to reputational risks and declining ROI.

For businesses still active on X, the data reveals the following best practices: (1) focus on video content, which performs 3.1x better than text, (2) use threads for longer stories and thought leadership, (3) deploy X primarily for customer service and real-time interaction, and (4) be cautious with brand messaging in controversial discussions. The combination of low advertising costs and high reach makes X still interesting for specific campaign objectives, provided risks are managed.

Summary

KEY TAKEAWAYS

1

Massive reach, low engagement

With 611M MAU, X is still a major platform, but its engagement rate (0.035%) is the lowest of all major social platforms. Video is the exception.

2

Cheap advertising, but risky

X Ads are cheaper than ever ($0.74 CPC) due to the advertiser exodus. But brand safety remains a major risk — 52% of marketers stopped or reduced their budget.

3

Acquisition destroyed 72% of value

Valuation dropped from $44B to $12.5B. Ad revenue halved and 80% of staff departed. The $13B debt burden weighs on results.

4

Premium is flopping (so far)

Only 0.21% pay for Premium. Subscription revenue covers less than 4% of total revenue. Grok AI is the strongest argument for Premium.

5

Competition growing fast

Threads (320M MAU) and Bluesky (42M) are growing explosively. 39% of power users are already multi-platform. The microblog market is fragmenting permanently.

6

Strong for real-time & service

X remains unmatched for real-time news, live events, and customer service. 78% of businesses on X use it for service — 2.1x faster than email.

METHODOLOGY & SOURCES

The statistics on this page are compiled from publicly available research reports and platform data from reputable organizations. We regularly update this page with the latest data. Note: since X has been less transparent with data following the acquisition, some figures are based on estimates from independent research firms. The key sources are:

Disclaimer: X Corp has published limited financial and user data since the Elon Musk acquisition. Many figures on this page are estimates from independent research firms. Engagement rates, advertising costs, and user counts vary significantly by region, industry, and season. For specific advice on your social media strategy, contact our team.

FAQ

FREQUENTLY ASKED QUESTIONS

How many users does X (Twitter) have in 2026?

X (Twitter) has approximately 611 million monthly active users (MAU) worldwide and 259 million daily active users (DAU) in 2026. The US is the largest market with 95.4 million MAU, followed by Japan (72.3 million) and India (30.8 million). Globally, X is growing slowly (4.3% YoY), but in Western Europe reach is declining by 14%.

What is the average engagement rate on X (Twitter)?

The average engagement rate on X is 0.035% per post for brands in 2026 — the lowest of all major social media platforms. For comparison: Instagram (0.60%), TikTok (2.65%), and LinkedIn (0.54%). Video posts perform best at 0.065%, followed by images (0.042%) and polls (0.038%). Thread posts generate 4.3x more impressions than single posts.

How much does it cost to advertise on X (Twitter)?

The average CPC for X Ads in 2026 ranges between $0.27 and $1.95, with an average of $0.74. The average CPM is $5.65. X is one of the cheapest advertising platforms — primarily due to the departure of major advertisers after the acquisition. The average cost per lead is $41. Promoted Trends cost $100,000-250,000 per day in the US.

How many subscribers does X Premium have?

X Premium has approximately 1.3 million paying subscribers worldwide in 2026 — just 0.21% of the total user base. Subscription revenue ($100-120 million per year) covers less than 4% of total revenue. Premium subscribers do receive 2.4x more reach through the algorithmic boost.

Is X (Twitter) still relevant for marketing in 2026?

X remains relevant for specific use cases: real-time news and live events (72% of brands name X as their primary real-time platform), customer service (78% of businesses on X), and niche communities in tech, finance, and politics. However, 52% of marketers have reduced or stopped their budget. The engagement rate is the lowest of all major platforms (0.035%). For B2B marketing and lead generation, LinkedIn is a better alternative.

What is the difference between Threads, Bluesky, and X?

X has 611 million MAU and is strongest for real-time news, politics, and customer service. Threads (Meta) is growing rapidly to 320 million MAU and attracts brands with Instagram integration and higher brand safety. Bluesky has 42 million users and focuses on a decentralized, open model that attracts tech-savvy early adopters and journalists. In the US, X has 95.4 million users, Threads 68 million, and Bluesky 12 million. Threads has offered advertising since Q1 2026; Bluesky does not yet.

Social Media Expertise by Searchlab.nl

At Searchlab.nl, we combine data-driven strategy with AI tooling to get the maximum out of your social media channels. Whether you want to know if X still fits in your marketing mix, or if you should invest in LinkedIn, Threads, or another platform — we help you make an informed channel choice based on current data.

Want to have your social media strategy assessed? Contact our team for a data-driven analysis of your social media presence and opportunities.

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Ruud ten Have

Compiled by

Ruud ten Have

Ruud is a digital marketer with 10+ years of experience in online advertising and AI implementation. At Searchlab, he combines strategic thinking with hands-on AI tooling to deliver measurable results for businesses.