Twitter (X) Statistics 2025: Is Your Audience Still Here?

The social‑media platform known today as X (formerly Twitter) continues to reshape how brands, news outlets, and individuals communicate. In one scenario, a global news organisation uses X to distribute breaking headlines to its  million followers and monitor trending topics in real time. In another, a B2B brand targets high‑earning professionals on X because its audience skews toward users with above‑average income and education levels. You will find detailed statistics that illuminate how X is used and who uses it, from demographic breakdowns to device usage and engagement.

Editor’s Choice

• 586 million monthly active users globally on X in 2025.
• 63.7% male user base on X globally.
• 25–34 year‑olds make up around 37.5% of users.
• 51% of U.S. X users earn more than $70,000 annually.
• 80% of X user sessions occur on mobile devices, but mobile web access accounts for 51.5% vs 48.5% desktop among web users.
• Users spend an average of 11 minutes per day on X globally.
• Approximately 20–22% of X’s global user base is based in the United States.

Recent Developments

• X rebranded from Twitter, completing the change in 2024.
• 561 million monthly active users globally on X in July 2025, following a year-over-year decline.
• In June 2025, X reported 132 million daily active users on iOS and Android apps, while earlier quarters cited up to 237.8 million global daily active users.
• X began shifting business model focus toward subscriptions and ad‑revenue diversification.
• Multiple alternative platforms (e.g., Threads) gained traction, applying competitive pressure.
• Regulations on content moderation and platform transparency increased in key markets during 2024‑25.
• Brands’ increased interest in vertical‑video ad formats on X as users continue mobile‑first behaviour.

Top Twitter (X) Alcohol Hashtags by Engagement Rate

• #fathersday leads with 0.57% engagement, the highest among alcohol brand hashtags.
• #internationalbeerday follows at 0.20%, showing strong beer-themed engagement.
• #halloween hits 0.17%, proving seasonal alcohol content performs well.
• #newyearseve sees 0.10% engagement, boosted by festive alcohol campaigns.
• #internationalwomensday and #valentinesday both earn 0.09%, showing moderate impact.
• #beer has 0.06% engagement, likely diluted by overuse.
• #craftbeer trails with just 0.04%, reflecting niche but limited reach.

General X (Twitter) Statistics

• In 2025, X reports 586 million monthly active users.
• Worldwide, X ranks around 14th among social networks by user count.
• Global social‑media user identities reached 5.66 billion in October 2025, placing X in a broader context.
• X saw an estimated 15% decline in global usage according to some tracking firms.
• Around 48% of U.S. X users say they use it for news, and another ~48% for entertainment.

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Age Distribution on Twitter (X)

• Age 25‑34 is the largest segment at about 36.6% of users.
• 18‑24 age group accounts for about 34.2% of U.S. users.
• Users aged 35‑49 represent roughly 19.7%.
• Users 50+ make up around 7% of U.S. X users.
• Globally, the age group 25‑34 may account for up to 38.5%.
• Teens (13‑17) make up less than 3% of global users.
• Among online adults aged 18‑29 in the U.S., about 38% say they have ever used X.
• The platform’s user base is gradually shifting slightly older as younger users favour newer platforms.

Twitter (X) Engagement Rates by Industry

• Median engagement across all industries is 0.029% per tweet.
• Sports Teams lead with 0.072%, the highest engagement on the chart.
• Higher Ed follows at 0.053%, showing a strong audience connection.
• Nonprofits score 0.044%, above average for mission-driven content.
• Alcohol brands and Influencers both achieve 0.040%, tied in performance.
• Tech & Software posts see 0.036%, slightly above the median.
• Food & Beverage registers 0.030%, just above the industry average.
• Financial Services dropped to 0.026%, slightly below the median.
• Fashion struggles with only 0.018% engagement.
• Travel and Retail earn 0.016% and 0.015% respectively, below average.
• Home Decor posts average just 0.012%, showing weak interaction.
• Health & Beauty and Media rank lowest at 0.011% and 0.009%.

Gender Breakdown of Twitter (X) Users

• Globally, 63.7% of X users are male, while 36.3% are female.
• Marketing strategies targeting men may reach up to 63.7% of the X audience.
• Gender disparity on X influences content, with tech, news, and professional topics dominating male preferences.
• Men aged 25–34 form the largest user group, accounting for about 24.5% of the audience.
• Women aged 25–34 account for roughly 13%, reflecting persistent gender gaps in key age groups.
• For gender-neutral campaigns, brands should adjust creative targeting since women are underrepresented at around 36% of users.

Device and Mobile Usage Statistics

• Approximately 80% of all usage on X (formerly Twitter) occurs on mobile devices.
• Some research suggests a more even split, around 51.5% mobile web vs 48.5% desktop access.
• Global social‑media usage via mobile has been rising; for context, in early 2025, more than 5.66 billion social media identities existed.
• Desktop access still plays a meaningful role on X, especially for professional or news‑oriented users.
• The high mobile share implies brands need mobile‑first creative formats when targeting X users.
• Mobile sessions tend to be shorter but more frequent, reinforcing a need for quick‑impact messaging.
• As mobile dominates, ad formats and features tailored to handset users (e.g., vertical video, stories) are increasingly relevant.
• For U.S. audiences especially, mobile‑access behaviors reflect constant connectivity and on‑the‑go usage.

Twitter (X) Income & Education Demographics

• About 29% of U.S. X users have a college degree.
• About 15% of U.S. X users have no college education.
• Approximately 27% of U.S. adults earning $100,000+ use X.
• About 51% of U.S. X users earn over $70,000 annually.
• Higher‑income users are more prevalent on X than on many competing platforms.
• X users are often professionals, early‑career and mid‑career, with disposable income.
• Educated users drive content creation and sharing on the platform.

Tweet Volume and Frequency Statistics

• Users on X generate around 500 million posts (tweets) per day.
• On average, the median account posts roughly 2.16 tweets per week in 2025, down from 3.31 tweets per week in 2024.
• The median engagement per tweet has fallen from ~0.029% in 2024 to about 0.015% in 2025.
• A small share of users generate the vast majority of posts, reflecting a “power user” phenomenon.
• Brands and organizations are posting less frequently, indicating possible re‑evaluation of strategy on X.
• Reduced posting frequency and lower engagement suggest the platform’s content dynamics have shifted in 2025.
• For marketers, these trends emphasise quality over quantity; fewer posts may yield better ROI if targeted and timely.

Twitter (X) Video Usage Statistics

• In 2024, X users consumed approximately 8.3 billion videos daily, representing a growth of around 35‑40% year over year.
• Around 80% of user sessions include video viewing on X.
• Video engagement outpaces many other formats; one data point shows video engagement at 0.42% for influencers, roughly 4.7× higher than for other formats.
• Vertical full‑screen ads (sound‑on) are gaining traction on X as a video‑first format.
• Video time spent on X is rising, indicating deeper engagement (not just views).
• For advertisers, videos present an opportunity to capture attention in mobile‑first usage contexts.
• The growing importance of video suggests traditional static posts may yield diminishing returns on X.

Top Social Media Platforms for Business Marketing

• Facebook remains the top choice, used by 76% of businesses for marketing efforts.
• Instagram follows closely with 63%, showing strong visual appeal for brand promotion.
• LinkedIn is used by 43%, reflecting its importance for B2B marketing and professional outreach.
• X (formerly Twitter) supports 41% of business marketing strategies.
• YouTube is leveraged by 38% of businesses, underlining the value of video content.
• TikTok reaches 34%, gaining traction as a short-form video platform for brands.
• Pinterest is used by 16%, typically by businesses targeting lifestyle and visual discovery.
• Snapchat contributes to 11% of business marketing use, showing niche appeal.
• Other platforms are only used by 3%, indicating minimal business adoption outside major networks.

Twitter (X) Engagement Rate

• According to benchmark data, the average engagement rate on X across posts has been cited at around 1.1%, but definitions vary.
• More recent industry data shows a median engagement rate of about 0.015% per tweet in 2025.
• Engagement decline on X in 2025 is steeper compared with many other platforms; some sources suggest a ~48% drop year‑over‑year.
• For brands, low engagement means organic reach is tighter, and paid strategies may be more vital.
• Engagement rate metrics must be contextualised; content format, follower size, and post timing all matter.
• High volumes of scroll and consumption do not automatically translate into high engagement on X.

Most‑Followed Twitter (X) Accounts

• Elon Musk’s account has over 228 million followers as of 2025.
• Barack Obama has approximately 127 million followers on X.
• Cristiano Ronaldo holds about 112 million followers.
• Narendra Modi’s account has over 108 million followers.
• Donald Trump has close to 110 million followers.
• Rihanna’s account has surpassed 104 million followers.
• Justin Bieber has over 102 million followers.
• Katy Perry has about 98 million followers.
• Taylor Swift’s followers number around 89 million.
• NASA’s official account has nearly 88 million followers.

Trending Topics and Hashtags on X (Twitter)

• Around 48% of X users in the U.S. say they log in to get news, while another 48% say they use it for entertainment.
• The hashtag strategy guide published in 2025 emphasizes that hashtags help X posts extend beyond followers and join broader conversations.
• A 2025 study shows that when a topic becomes “trending” on X, lesser‑known users are more likely to contribute tweets, helping spread the theme beyond elite accounts.
• One analysis shows the platform’s ad reach stands at 5.8% of the global population aged 13+, highlighting that trending topics reach niche but engaged audiences.
• Tools that track X hashtags (e.g., Mentionlytics) note the real‑time emergence of topics, and brands that respond quickly gain better exposure.
• Brands using trending hashtags in 2025 reportedly achieve higher short‑term visibility, and vertical video formats tied to trending themes outperform generic posts by ~20%.
• Despite the utility of hashtags, many posts still under‑utilize them; some reports estimate up to 60% of brand tweets on X lack even one hashtag.
• Marketers targeting U.S. audiences recommend monitoring local trending topics between 12 pm–2 pm ET and 7 pm–10 pm ET for the highest momentum.

Twitter (X) Advertising Statistics

• In 2024, X’s ad revenue was estimated at about $3.14 billion, representing a ~5% decline from the previous year.
• In 2025, X’s advertising revenue is estimated at $2.99 billion, showing a ~4.8% yearly decrease.
• According to a January 2025 industry report, X ads globally drove an average return of $2.70 per dollar spent.
• The same report found that “vertical video” ad formats on X drove approximately 20% more sales compared to standard ads.
• The advertising reach of X (~5.8% of the global 13+ population) suggests that, although niche vs giants, it offers targeted depth.
• Some brands report concerns; a global survey found 26% of advertisers plan to cut spend on X in 2025 due to brand‑safety concerns.

Top Countries by Twitter (X) User Count

• United States leads globally with 120 million users, the largest Twitter market.
• Japan ranks second with 85 million users, showing a strong Asian presence.
• India comes third with 40 million users, a major growth market.
• Indonesia follows with 35 million users, reflecting deep regional engagement.
• United Kingdom has 30 million users, leading Twitter usage in Europe.
• Brazil and Turkey each report over 24 million users, strong in Latin America and the Middle East.
• Mexico has 22 million users, while Saudi Arabia hosts 20 million users.
• Thailand, France, and Germany are close with 18–19 million users each.
• Spain reports 16 million users, and the Philippines follows with 15 million users.
• Canada rounds out the list with 14 million users, steady in North America.

ROI for Brands

• Brands using X vertical video ads report an average ROI of $2.70 for every dollar spent.
• Compared to other formats, ad campaigns aligned with real‑time trending topics yield higher engagement and lower CPMs on X.
• Marketers are advised to measure immediate conversions (clicks, installs) rather than long‑term metrics on X due to fast‑moving user behaviour.
• One industry benchmark suggests that fewer than 10% of posts drive 90% of value on X, reinforcing the need for focused spend.
• Brands targeting the U.S. demo (25‑34) with above‑average income find higher ROI on X due to demographic alignment.
• However, brand‑safety concerns remain; only 4% of marketers believed ads on X were “brand safe” in a 2024 survey.
• Because of these concerns, some companies allocate < 10% of their social‑ad budget to X, treating it as complementary rather than core.
• For business‑to‑business (B2B) brands, X offers real‑time thought‑leadership ROI (live events, expert commentary) rather than direct‑response ROI.
• Campaigns that integrate influencer tweets + brand replies + trending‑hashtag pickup tend to outperform “broadcast only” campaigns by ~30%.
• With mobile‑first ad formats dominating, projects that reuse assets for X often see cost savings (~15‑20%) compared to bespoke formats for each platform.

Twitter (X) for Business: Key Stats

• About 82% of B2B marketers use X for content marketing.
• 31.8% of all X users follow at least one brand for updates.
• The average ad engagement rate on X decreased from 0.029% in 2024 to 0.015% in 2025.
• 79% of users rely on X as their primary source for real-time news updates.
• X’s global reach for ads was 586 million users in January 2025, with a decline in ad audience by 33 million over the year.
• 60–70% of small businesses use platforms like X to engage with customers.
• Users spend an average of 11 minutes per day on the platform, with 37.9% researching products on X.​

User Growth and Decline Trends

• As of 2025, X reports around 586 million monthly active users (MAU).
• In recent years, app‑tracking firms estimate that global usage of X declined by approximately 15% following major changes.
• Forecasts anticipate a gradual growth of ~17.3% in users between 2024 and 2028, despite current stagnation.
• In many markets outside the U.S., penetration of X has dropped; for example, the UK saw user penetration fall to ~10.5% by mid‑2024.
• One analysis shows that only 10% of X users generate ~92% of the content, implying the active contributor base is narrow.
• Daily visit frequency remains strong, quoted figures of ~237.8 million daily active users (mDAU) for earlier quarters.
• Competition from newer platforms (e.g., Threads) is cited as a factor but hasn’t yet displaced X’s real‑time niche.
• Some users indicate they use X less frequently but in “bursts” tied to events or live commentary, suggesting changes in behaviour more than platform abandonment.
• Overall, the trend is one of stable but slow growth, with business use increasingly distinct from mass‑audience consumer use.

Frequently Asked Questions (FAQs)

Conclusion

In summary, the platform formerly known as Twitter (now X) offers unique strengths in real‑time communication, niche engagement, and mobile‑first formats. For brands and businesses, the key lies in leveraging trending topics and hashtags to tie into live moments, choosing mobile‑optimized ad formats (especially video) to maximise ROI, and targeting higher‑income, education‑aligned user segments effectively. Growth on the platform is no longer about audience size alone but about catering to precise, engaged segments and acting quickly when trends emerge. Whether you are a small business or a global brand, the opportunity on X lies in the quality of engagement, not just quantity.