Pew’s latest social media report shows X’s staying power in the U.S., despite competition

A recent study by the Pew Research Center reveals that X, formerly known as Twitter, continues to hold a significant position in the U.S. social media landscape, despite emerging competitors like Threads and Bluesky. This marks the first time Pew has included these newer platforms in their survey, and the results show that each is utilized by fewer than 10% of American adults. While X may not rank among the largest social networks overall, it stands out in the niche market of platforms focused on short, real-time text updates in a vertical feed. This segment has experienced heightened competition since Elon Musk acquired Twitter and rebranded it as X in October 2022. Changes in content moderation policies and a noticeable political shift have prompted some users to explore alternative platforms. In addition to decentralized networks such as Mastodon and Bluesky, several startups have attempted to carve out their own space, offering alternatives to Twitter. Platforms like Spill, Post, T2 (formerly Pebble), and Hive have emerged, although many have since ceased operations. Pew's data underscores the enduring dominance of X; even Meta, a giant in the tech industry, has struggled to surpass X with its own competitor, Threads. According to the report, 21% of U.S. adults reported using X, while only 8% have tried Threads and a mere 4% have engaged with Bluesky. Notably, Truth Social has attracted 3% of the adult population. The findings suggest that X has not experienced a significant decline in user engagement over the years. Pew's previous reports indicated that 22% of U.S. adults were using X at the beginning of last year, compared to 23% in 2021, suggesting that any decline has been gradual. The study further highlights that YouTube and Facebook remain the most popular social media platforms among U.S. adults, with 84% and 71% usage rates, respectively. Other platforms such as Instagram (50%), TikTok (37%), WhatsApp (32%), Reddit (26%), and Snapchat (25%) have also seen increased adoption since 2021, according to Pew. TikTok's user base has grown from 21% in 2021, while Instagram's popularity has surged to 50%, up from 40%. WhatsApp usage has increased to a third of adults, rising from 23% in 2021. Reddit, which has gained traction in the AI landscape with various content licensing agreements, has seen its user rate climb from 18% to 26% in the same period. However, the preferences of U.S. teens differ significantly, where YouTube remains the top choice, followed closely by TikTok, Instagram, and Snapchat.