With the departure of X Linda Yaccarino CEO, announced on Wednesday, the company that defined the first social networking is facing refreshed competition.
On an annual basis, the social network owned by Elon Musk has seen its daily active reduction in the base of users by about 10% from the second quarter of 2025, according to new data provided by the App Intelligence Company Sensor. While X -users are still 65% larger than Meta’s yarn and 10 times larger than its next biggest opponent, Bluesky, X’s constant victory in this area is not guaranteed.
On mobile devices, there are already some indications that the yarn covers.
New data from the market information provider Similar Released this week shows that the yarns are approaching users of the daily application of X on mobile. In June 2025, the Threads mobile application for iOS and Android saw 115.1 million daily active users, representing 127.8% annually. X reached 132 million daily active, as the increase in the year decreased by 15.2%.
Overall, X is still larger than yarn thanks to its most prominent online presence.
X also has other advantages, which could fight an interesting battle between technological giants. In X, users’ involvement and dedication remain strong, despite increased competition from social networking movements with META as well as open source such as Bluesky and Mastodon and other newly established businesses. According to Sensor Tower data, X users spent an average of 31 minutes a day on the platform in the second quarter of 2025, which was almost quadrupled by those of the threads, at 8 minutes a day.
In addition, almost half (48%) of X’s global users of X in the quarter are interacting with the platform on a daily basis, compared to 33% on issues, the company said.
But the yarns cannot be measured yet, simply because X is bigger. Although yarns may have fewer daily active users than X, they have seen stronger growth.
In the past year, the Threads app’s global app Daily Apps has increased by 160% annually, the sensor tower data show, partly guided by the development of new features and functions, as well as its links to other META applications, such as Facebook and Instagram.
The yarns are also focused on cultivating the advertising ecosystem, which is the only means of making revenue revenue. In April, Meta opened yarn ads to its global advertisers and the next month also announced video ads.
The application has the advantage that it is part of META’s largest advertising businesses, where its tools are already familiar with traders and where it has the ability to use almost two decades of META experience in maximizing advertising revenue.
Below Yaccarino, the A ad ecosystem was recovered, but it was a volatile route.
Media advertisers and entertainment, shopping and gambling verticals up to 2025 year on date
They represent 25%, 22%and 7%of total US advertising costs on X, respectively. Each of these categories has increased since 2022 when media advertisers and entertainment, shopping and vertical gambling represented 20%, 14%and 2%, respectively, says the sensor tower.
Last year, top US advertisers were Samsung, Temu, State Farm, MGM, NFL, RobinHood, Flutter, NBA, Mihoyo and Microsoft. This year, Apple, Google, Verizon and Dell have joined the composition of the top brands in X.
The new data from the Guideline of the Advertising Provider also noted that US ad spending increased by 62% annually in the first half of 2025.
Advertising is not a zero -sum game, but the Meta and Google dummy was difficult to overthrow.
For Meta, the challenge was not whether it could turn a profit from a new social networking application, but if it had the ability to create a new application that would attract with consumers. For years, it didn’t seem to be the case. The only successful new applications of the company were the ones it acquired, such as Instagram and WhatsApp.
Meanwhile, META’s previous attempts to build a new social networking application have almost failed almost entirely, leading to the closure of experimental applications such as coordinated, super, traffic, gambling, hi, neighborhood, Lasso, Lasso Paper and others, including acquisitions, such as TBH.
This has changed with the yarn, which took advantage of the Instagram users base on bootstrap development and now uses Facebook and Instagram applications to click.
Today, threads have 350 million monthly active users, per recent META profit report. X, a private company, is no longer obliged to publicly share the measurements, but Musk has previously claimed that x has 600 million monthly active users.
