Despite decline in daily active users, X still sees growth in consumer spending on mobile devices

Social Network Data from app intelligence company Appfigures shows that global consumer spending on X mobile apps on iOS and Android increased 76.3% year-over-year compared to two similar periods in January. However, other data suggests that X has seen a decline in daily active users as usage increases from competitors like Bluesky and Threads.

An analysis conducted by Appfigures shows that X generated $7.6 million in global consumer spending on iOS and Android between January 1 and 20, 2024. During the same time period in January 2025, X's consumer spending was $13.4 million, the company said. This figure includes in-app purchases made through

In other words, this is not a number that represents X's total revenue. X is still a largely advertising-driven business, so this is just one window into consumer spending trends.

Adding xAI's Grok AI chatbot to X's apps could help drive growth in consumer spending, at least in part. Shortly after X started testing a free version of Grok in X in November, there was a noticeable spike in net revenue. Previously, X added faster models and a new Grok button to the X app in mid-December 2024, and launched a new image generation model on December 9.

X also added an NFL portal in late November to increase sports engagement on its app. Given that sports is one of the most discussed topics on X, this may boost adoption of X.

In the U.S., consumer spending on

While global mobile consumer spending is growing year over year, monthly spending totals have not always climbed steadily. In some months, spending goes down, and in other months, spending goes up. In 2025, the lowest month was February, with $9.6 million spent on iOS and Android. The total reached its highest in December at $25.6 million, after starting to increase in October in the run-up to the US election.

The top in-app purchases on the X iOS app in January 2025 are as follows: Number one is X Premium monthly subscription ($11/month), followed by X Premium Plus monthly subscription ($30/month), Basic monthly subscription ($4/month), direct subscription to Elon Musk account ($4/month), and X Premium annual subscription ($114.99/year).

Despite a surge in consumer spending toward the end of the year, further data suggests that X may be losing active users.

X's U.S. and global daily active users both declined in January 2025, with each figure down about 13% compared to the same period last year, according to estimates from app intelligence provider Sensor Tower. Sensor Tower found that X's year-over-year monthly active user growth also declined slightly.

Jonathan Briskma, the company's chief market insights manager, told TechCrunch that X had more than 313 million global mobile app MAUs (monthly active users) in the fourth quarter of 2024 and exceeded 300 million global mobile app MAUs by January 2025. date.

Compared to the same periods in January 2024 and January 2025, active usage of This growth is driven by a number of factors, including international expansion and the addition of a number of new features and functionality across both platforms.

We asked X if it could share its internal MAU data, but the company did not respond.