Social network X has grown its in-app revenue over the past year, despite a decline in active users, new data shows. Global consumer spending in the X mobile app across both iOS and Android has climbed by 76.3% year-over-year, when comparing two similar periods in January, according to data from app intelligence firm Appfigures. However, other data indicates X’s daily active users have declined, as usage of rivals like Bluesky and Threads has increased.
In an analysis performed by Appfigures, X’s global consumer spending on iOS and Android reached $7.6 million for the period of January 1-20, 2024. During the same time in January 2025, X saw $13.4 million in consumer spending, the firm said. This figure includes in-app purchases made through X’s mobile apps — not revenue from advertising or subscriptions bought on the web, where X users receive a discount on their purchases.
In other words, this is not a number that represents X’s total revenue. X continues to be a largely advertising-driven business, so this is only a window into consumer spending trends.
The addition of xAI’s Grok AI chatbot to X’s app may be helping to fuel the increase in consumer spending, at least in part. There were obvious spikes in net revenue shortly after X began testing a free version of Grok in X in November. This was just ahead of X’s addition of a faster model and a new Grok button to the X app in mid-December 2024 and the launch of a new image generation model on December 9.
X also added an NFL portal in late November to increase sports engagement on its app. This could have boosted X adoption given that sports is one of the most-discussed topics on X.
In the U.S., X saw 61.4% growth in year-over-year consumer spending on iOS and Android, growing from $4.4 million from January 1-20, 2024, to $7.1 million during the same period in 2025.
While global mobile consumer spending is up year-over-year, the monthly totals haven’t always been on a steady climb. In some months, the spending dropped, and in other months it climbed. During 2025, the lowest month was February, with spending of $9.6 million across iOS and Android. December saw the highest total with $25.6 million, after increases that started in October leading up to the U.S. elections.
The top in-app purchases on the X iOS app in January 2025 are as follows: at No. 1 is the X Premium Monthly subscription ($11/mo.), followed by the X Premium Plus Monthly subscription ($30/mo.), X Premium Basic Monthly ($4/mo.), a subscription to Elon Musk’s account directly ($4/mo.), and X Premium’s Annual Subscription ($114.99/yr.).
Despite the jump in consumer spending towards year-end, further data suggests that X may be losing active users.
Both X’s U.S. and worldwide daily active users decreased in January 2025, with each figure down by roughly 13% compared with the same time last year, according to estimates from app intelligence provider Sensor Tower, shared in response to a data request from TechCrunch. Year-over-year growth in monthly active users on X has also dipped slightly, Sensor Tower found.
The firm’s principal market insights manager, Jonathan Briskma, told TechCrunch that X had more than 313 million worldwide mobile app MAUs (monthly active users) in the fourth quarter of 2024 and more than 300 million worldwide mobile app MAUs through January 2025 month-to-date.
As X’s active usage dipped when comparing the same period in January 2024 with January 2025, daily active users on competing apps Instagram Threads and Bluesky jumped up more than 170% and 495%, respectively. This growth has been driven by a number of factors, including international expansions and the addition of several new features and functionality across both platforms.
We asked X if it could share its own internal MAUs figure, but the company did not respond.