X isn’t dead yet. Pew’s latest data shows Meta’s Threads has a long way to go
Despite Meta’s best efforts, X remains dominant in its niche. Here’s what the numbers say
New data from Pew Research Center suggests that Elon Musk’s X (formerly Twitter) isn’t fading as fast as many in the industry might think.
While it’s no longer among the top social media platforms overall, it continues to dominate its niche: short-form, real-time social apps.
This article explores how X’s staying power compares to emerging competitors like Threads and Bluesky, what Pew’s latest usage data reveals, and what this means for marketers tracking platform shifts.
Short on time?
Here’s a table of contents for quick access:
- What Pew's 2025 data reveals about X and its rivals
- Why X still leads among text-first platforms
- How other platforms like TikTok and Reddit are trending
- What marketers should take away from this
Patrecia Meliana
What Pew's 2025 data reveals about X and its rivals
According to Pew’s new survey of U.S. adults, 21% say they use X. That’s down only slightly from 22% in early 2023 and 23% in 2021, indicating a slow, gradual decline rather than a mass exodus.
Meanwhile, Meta’s Threads—launched in 2023 with ambitions to dethrone X—has only attracted 8% of U.S. adults. Bluesky, another buzzy alternative, trails further at just 4%, while Truth Social captured just 3%.
Pew also confirmed what many in the industry already suspected: despite the wave of X alternatives that launched after Musk took over Twitter in late 2022, few have achieved lasting traction. Decentralized networks like Mastodon and Bluesky have grown modestly, while platforms like Spill, Post, and Hive have already folded.
Why X still leads among text-first platforms
Though no longer dominant in overall user numbers, X still leads within the category it helped create. Even with user concerns over Musk’s controversial changes to content moderation and the platform’s political leanings, there’s been no mass shift to competitors.
Meta’s Threads may have momentum and brand power behind it, but it hasn't yet convinced the majority of users to switch. In the context of short-form social platforms, X remains the default. It may no longer be the cultural center it once was, but it's still in the lead.
For context, Pew’s report places YouTube and Facebook at the top of the overall social media rankings, used by 84% and 71% of U.S. adults, respectively. X doesn't play in that league, but it's still the one to beat in its lane.
How other platforms like TikTok and Reddit are trending
Pew’s findings also show which platforms are gaining ground. TikTok, now used by 37% of U.S. adults, is up from 21% in 2021. Instagram hit 50%, up from 40% over the same period. WhatsApp and Reddit are also climbing, with Reddit rising from 18% in 2021 to 26% in 2025, likely bolstered by its recent AI content licensing deals.
Snapchat, on the other hand, has seen steadier growth, now used by 25% of U.S. adults.
Meanwhile, teen social media preferences look very different. YouTube continues to dominate among teens, followed by TikTok, Instagram, and Snapchat. X, Threads, and Bluesky barely register in that demographic, underlining their aging user base.
What marketers should take away from this
Pew’s new data offers a few key insights for marketers:
1. X’s decline is slower than it looks
Despite headlines about chaos and exodus, the numbers show X is holding fairly steady. Marketers focused on real-time content or niche B2B engagement might still find value there, at least for now.
2. Threads hasn’t landed yet
Even with Meta’s ecosystem behind it, Threads hasn’t cracked double-digit adoption. That means marketers experimenting on Threads should temper expectations and avoid diverting too much budget too soon.
3. Keep tracking TikTok and Reddit
The real platform momentum is happening elsewhere. TikTok and Reddit continue to grow and now reach over a quarter of U.S. adults. If your brand targets trend-savvy or tech-focused audiences, it may be time to reallocate attention and ad dollars accordingly.
Patrecia Meliana
4. Audience behavior remains platform-specific
It’s not just about who’s using what, it’s about why. X users are still engaging with breaking news and real-time commentary. TikTok users are there for entertainment. Reddit’s rise signals a deeper interest in community-driven knowledge and discussions. Marketers should shape content to fit each platform’s strength.
If you thought X was a sinking ship, Pew’s latest numbers suggest otherwise. The platform may not be growing, but it’s not bleeding users the way some might assume. Threads, despite the hype, has yet to mount a serious challenge.
For marketers, this means continuing to monitor platform health before shifting strategy. Keep experimenting, but let the data, not headlines, guide your next move.
