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New data shows that social network X has increased its in-app revenue over the past year, despite a decline in the number of active users. Global consumer spending on the X mobile app on both iOS and Android rose 76.3% year-over-year in January when comparing the two comparable periods, according to data from the app intelligence firm. Application figures. However, other data suggests that daily active users of X have declined, as has the use of competitors Bluesky and Topics increased.
In an analysis by Appfigures, X’s global consumer spending on iOS and Android systems reached $7.6 million between January 1-20, 2024. During the same period in January 2025, X saw $13.4 million in consumer spending. That figure includes in-app purchases made through X’s mobile apps — not revenue from advertising or subscriptions purchased online, where X users get a discount on their purchases.
In other words, it is not a figure that represents X’s total income. X continues to be a largely ad-driven business, so it’s only a window into consumer spending trends.
The addition of XAI’s Grok AI chatbot to X’s app could at least partially help boost consumer spending. Soon after X started, there were obvious increases in net income Testing the free version of Grok on X in November. This was just before X added a a faster model and a new Grok knob In mid-December 2024, X was introduced and a a new image generation model on December 9.
X too The NFL portal added to increase exercise participation in its application in late November. Given that it was one of the sports, it could have boosted X’s acceptance the most discussed Topics in X.
In the US, X iOS and Android saw a 61.4% increase in annual consumer spending from $4.4 million between January 1-20, 2024 to $7.1 million in the same period in 2025.
While global mobile consumer spending has increased year over year, the monthly totals have not always been on a steady rise. In some months the costs have decreased and in some months they have increased. The lowest month in 2025 was February, with $9.6 million spent on iOS and Android. After increases leading up to the US election in October, December saw the highest amount at $25.6 million.
The top in-app purchases in the X iOS app in January 2025 are: X Premium monthly subscription ($11/month) at No. 1, followed by X Premium Plus monthly subscription ($30/month), X Premium Basic monthly ($4/month) , a subscription directly to Elon Musk’s account ($4/month) and an annual subscription of X Premium ($114.99/year).
Despite a jump in consumer spending toward the end of the year, additional data suggests X may be losing active users.
According to the app intelligence provider’s estimates, daily active users both in the U.S. and globally declined in January 2025, with each figure down about 13% year-over-year. Sensor towerIt was shared in response to a request for information from TechCrunch. Sensor Tower found that year-over-year growth in monthly active users on X also declined slightly.
X has more than 313 million mobile app MAUs (monthly active users) worldwide in Q4 2024 and more than 300 million mobile apps worldwide by January 2025, Jonathan Briskma, the firm’s chief market insight manager, told TechCrunch. There is an MAU. date.
Competing Instagram Threads and Bluesky saw daily active users increase by 170% and 495%, respectively, as X’s active usage declined when comparing the same period in January 2024 to January 2025. This growth was driven by a number of factors, including international expansions and the addition of a number of new features and functionality across both platforms.
We asked X if it could share its internal MAU figure, but the company did not respond.
