蘑菇AV

On today's podcast episode, we discuss some personalization tips and tricks that emerged from research, examples of personalization done well, and how AI is accelerating it. "In Other News," we talk about why an email exhibition at a design museum made headlines and a plan to charge X (formerly Twitter) users to post content. Tune in to the discussion with our director of Briefings Jeremy Goldman and Malinda Sandman, senior director of global acquisition marketing at Intuit Mailchimp.

On today's podcast episode, we discuss whether Meta has officially turned things around, just how big Instagram has gotten, and whether Threads can turn itself into a viable X (formerly Twitter) alternative. Tune in to the discussion with our analysts Jasmine Enberg and Max Willens.

Further back, X (formerly Twitter) and Pinterest each have around 4 million Gen Z users. But neither will upset the status quo, with X set to see user numbers decline starting in 2025. In the top tier, TikTok is gaining fastest. The incumbents, Snapchat and Instagram, have been staples among Gen Z users. However, video-first TikTok appeals to their digital video tendencies.

The news: Bluesky, the text-based social media platform created by Twitter founder Jack Dorsey, is seeking a valuation of $700 million in a new funding round, per Business Insider reporting. The news comes as Bluesky is working to differentiate itself from leading social platforms and Elon Musk鈥檚 X.

The news: X (formerly Twitter) CEO Linda Yaccarino said X Money will roll out this year during a speech at the Consumer Electronics Show (CES) 2025. Yaccarino teased the launch in an X post on New Year's Eve. How we got here: Elon Musk dreamed of turning X into a payments super app before he even finalized his purchase of the social media platform.

Twitter to pay Big Tech tax: Twitter Blue鈥檚 relaunch might not secure the intended revenue due to Apple App Store and Google Play payment commissions. But Twitter has bigger problems.

Our latest forecast shows the global monthly Twitter user base will shrink 3.9% next year and 5.1% in 2024. 鈥淯sers will start to leave the platform next year as they grow frustrated with technical issues and the proliferation of hateful or other unsavory content,鈥� said our principal analyst Jasmine Enberg.

There will be 3.86 billion monthly social network users this year, equal to almost half (48.3%) of the world鈥檚 population. Despite concerns about content moderation and data privacy that have plagued Facebook, Twitter, and TikTok鈥攖o name just a few鈥攖he social audience is still on the rise.

The Great Tech Recession: Tech鈥檚 losses accrue with Twitter chaos and Big Tech bleeding money and workers. The industry is losing its connection with the consumers and talent who built it.

Founded by former Twitter founder Jack Dorsey, Bluesky will have to learn from X/Twitter鈥檚 missteps to successfully implement advertising. Even before Elon Musk took over X, the former Twitter struggled to meaningfully drive revenues from advertising, suggesting that text-based social media wasn鈥檛 stimulating advertiser interest.

Black social network users have had the highest rate of X (formerly Twitter) adoption for the past decade. At 32%, Black social network users have the highest rate of X adoption among the groups we track, despite accounting for only 16.9% of users on the platform. Before becoming X, Twitter was a digital epicenter of Black cultural commentary, humor, and activism.

Conversely, X (formerly Twitter) and Snapchat are particularly weak in those regions. Click here to view our full forecast for social network user penetration, by country and by platform. If TikTok is banned in the US, its business will rely heavily on Latin America and Southeast Asia. TikTok will have 112.4 million users in the US this year, making it the app鈥檚 largest market by far.

Used to be called Twitter. People still call it that, so we might interchangeably in this episode. But the short history, Elon Musk officially bought Twitter around two years ago for $44 billion.

X (formerly Twitter) losses have slowed, while Reddit is growing. Revisions to last year's forecast indicate that X is no longer losing users at the same rate, while Reddit continues to attract logged-in users of all ages. Our complete estimates for social network users can be accessed via our website鈥檚 interactive forecast module. Social media usage is still rising across generations.

When Elon Musk acquired Twitter in 2022, user numbers in Western Europe were still benefiting from a pandemic bump and increasing at a slow but healthy rate. Following a tumultuous couple of years, those numbers have dwindled, and we predict an accelerating pace of decline through the rest of our forecast. Competitors are benefiting.

While Meta and X (formerly Twitter) have experimented with subscription-based access to exclusive content, results have been lackluster. The challenge for Reddit鈥攁nd any platform exploring paywalls鈥攊s balancing monetization with user engagement. TikTok鈥檚 recent uncertainty could benefit the field.