X (Twitter) stats that marketers need to know in 2025

Get familiar with all the most important and up-to-date X (f.k.a. Twitter) statistics, so you can plan a strategy that works for your brand. The post X (Twitter) stats that marketers need to know in 2025 appeared first on Social Media Marketing & Management Dashboard.

Mar 20, 2025 - 19:11

X (Twitter) stats that marketers need to know in 2025

Whether you call it X or Twitter (as you’ll see in stat #21, many people still do), there’s no question that this particular social platform is in a period of significant change. As you’ll see in stat 24, that has some brands questioning the platform’s ROI.

But advertiser numbers that dropped off a year and a half ago are picking back up again, as are ad revenues. For brands with an active audience on X, there’s real opportunity to connect and build community.

So: Is that your brand? This collection of X statistics can help you figure that out. Use these latest insights into current audience details, usage patterns, and benchmarks to inform your X marketing strategy for 2025.

What the data tells us (TL;DR)

Gen Z is X’s biggest generational group, growing 12% since 2022. The segment also drove a 6.9% brand equity jump in Q3 2024. This means brands on X can target young people with entertaining content in a space less saturated by brand competitors.
X users watched 8.3 billion videos daily in 2024, a 40% YoY increase, as the platform pushes a TikTok-like experience with its new video tab. Yet, only 5.5% of marketers use X for influencer campaigns, far behind TikTok (58.9%) and Instagram (35.2%). This gap presents an opportunity for early adopters to leverage video and influencer partnerships on X at potentially lower costs in a less saturated market.
X accounts average 61 posts/week, with impressions up to 2,121 per post in 2024. Posting at 6 a.m. Monday leverages peak engagement for better reach.

General X (Twitter) stats

1. X has 611 million monthly active users

That makes it the 12th most popular social media platform in the world, ranking behind the Chinese platforms Douyin and Kuaishou, but ahead of Pinterest.

2. X is the 10th most popular social platform in the United States

In the U.S, the platform ranks just behind Reddit. For context, Pew Research Center found that 21% of Americans say they ever use X, compared to 70% for Facebook and 50% for Instagram.

which social media platforms are most popular among US adults

Source: Pew Research Center

3. The most followed X account is @ElonMusk

As of this writing, Musk has 219 million followers. Barack Obama is in second place with 130.7 million.

Cristiano Ronaldo, Justin Bieber, and Rihanna round out the top 5.

4. eMarketer predicts X will lose 10 million users worldwide in 2025

And another 10 million in 2026. Within the United States, they expect the number of users to drop 3.8% in 2025 and another 3.5% in 2026.

internet users of any age who access their X account via any device at least once per month

Source: eMarketer

That said…

5. There were 137,136,000 unique U.S. visitors to X in October 2024

Which is actually slightly higher than the number a year earlier. U.S. visitors to the platform varied between 135,736 and 146,674 per month over the preceding 12 months, but never took an ongoing downturn.

US unique visitors to X and Bluesky Oct 2023 to Oct 2024

Source: eMarketer

These two X (Twitter) statistics combined suggest that predictions about X’s future are rather tricky at the moment. Smart marketers will keep an eye on their metrics in X (Twitter) analytics and put a social listening strategy in place to track the volume and context of relevant conversations on this evolving social network.

6. X.com is the fifth-most visited website worldwide

It ranks behind Google, YouTube, Facebook, and Instagram. But the average visit to the X website is 00:12:40, longer than any of those sites except YouTube (00:20:43)

X benchmarks for marketers

7. The average organic X engagement rate is 1.7% for the entertainment and media industry

That’s the highest rate among all available industries tracked in the latest original data from Hootsuite and Critical Truth. The lowest engagement rate by industry is 0.9%, which is the rate for consumer goods retail, marketing agencies, and real estate.

The overall engagement rate is 1.6%.

engagement rates industry overall various social platforms

Not sure what your average engagement rate is? Find out with our free engagement rate calculator, or try Hootsuite and let it crunch your numbers and tell you how to improve — automatically.

8. The overall weekly follower growth rate on X is 0.11%

In the chart below, this looks like a dramatically lower rate than TikTok and Instagram. But keep in mind that in Q4 2024, there was significant uncertainty and media attention about the future of TikTok. This clearly impacted the follower count numbers for both TikTok and Instagram. Their third quarter growth numbers are a more realistic comparison.

9. The average weekly posting frequency on X is 61

That is significantly higher than on any other platform. This reflects the nature of X as a primarily text-based platform with a low character count.

weekly posting frequency overall industry various social media platforms

10. The optimum number of posts per week for minimum engagement is 6

Overall engagement is fairly consistent, though, from 2 to 9 posts (aka Tweets) and then starts to drop off from there.

11. The average number of impressions per X post is 2121.13

That’s a significant increase from 1206.55 in 2023. So is that a big deal? We’ve got a detailed blog post breaking down the importance of impressions (and reach) to help you understand what impressions mean for your ROI.

average number of impressions of posts on X in 2023 and 2024

Source: Statista

X audience demographic stats

12. There are 106.23 million X users in the United States

That makes the U.S. the country with the largest X user base. It’s followed by Japan (69.28 million) and India (25.45 million).

leading countries based on number of X users as of April 2024

Source: Statista

13. 38% of U.S. adults aged 18-29 use X

It’s easy to assume that Gen Z only cares about TikTok, but they’re by far the largest generation on X. In fact, X internal data shows a 12% increase in Gen Z users from 2022 to 2024.

The next-largest group of users is 30- to 49-year-olds. 25% of Americans in that age group use X.

14. X saw a 6.9% quarterly increase of brand equity among Gen z users in Q3 2024

That put the platform at the top of the Ad Age-Harris poll rankings Gen Z poll released in November 2024.

AdAge 20 brands catching Gen Z's attention right now

Source: AdAge via XBusiness

15. 25% of American men use X, but only 17% of women

This indicates that marketers specifically targeting a male audience may wish to invest more effort in the platform. By contrast, Facebook, Instagram, Pinterest, and TikTok all have more female users than male.

16. 27% of Americans who make $100,000 per year or more use X

That’s the largest percentage of any income group. Still, it pales in comparison to the 70% of Americans in this income category who use Facebook and 58% who use Instagram.

X use is not hugely varied across income categories. Between 15 and 24% of Americans in all income categories under $99,999 also use the platform.

17. 27% of Americans who have a college degree use X

That’s more than double the usage of those with high school or less, 13% of whom use the platform.

18. 23% of Americans who live in the suburbs use X

Along with 22% of those who live in cities. Only 15% of rural Americans use the platform.

X usage statistics

19. In total, people spent 364 billion active seconds per day on X in 2024

That’s six billion minutes, an increase of 10% from 2023. They also watched 8.3 billion videos every day on X in 2024, a 40% year-over-year increase. If you’re not yet posting videos on X, it’s worth testing this increasingly popular type of content.

20. 81% of U.S. X users use the platform because it’s entertaining

You may be surprised to learn that’s the top reason people say they use the platform. Getting news is the second reason (65%), followed by connecting with others who share similar interests (62%).

most users are on X because it's entertaining but majorities also use it for politics and news

Source: Pew Research Center

21. 55% of daily American X users still refer to the platform as Twitter

As do 49% of all American adults. Only 19% of daily active users in the U.S. refer to the platform as X, while 21% use both names interchangeably.

Half of Americans still refer to X as Twitter

Source: YouGov

In the United Kingdom, even more people still use the old name: 80% of all UK users and 78% of daily UK users say they refer to the platform only as Twitter.

The rebranding appears to still be a work in progress. It’s a tricky linguistic road to navigate, which is why we still often include the original name when we talk about the platform.

22. The top emoji used on X in 2024 was the loudly crying face, posted 2.1 billion times

The face with tears of joy ranked third, with 1.5 billion posts. Whether the tears were happy or sad, people did not hesitate to share them on X.

you laughed, you cried, and you told us how you felt without using words – introducing your top emojis of 2024 pic.twitter.com/WW4ZkbQz8c— Data (@XData) December 22, 2024

23. The top topic on X in 2024 was sports

That was followed by movies & TV, politics, technology, and music. The conversation about the Super Bowl alone drove 13 million posts, 4.5 billion impressions, and 511 million video views, much of it happening in real time.