UK users quietly leave X as platform takes unexpected direction under new owner

X platform loses over 4 million UK visitors since its purchase by tech mogul. Alternative social-media sites gain popularity as users seek different online communities

November 28 2024 , 07:06 AM  •  259 views

UK users quietly leave X as platform takes unexpected direction under new owner

The social-media landscape has shifted dramatically since Elon Musk bought X (formerly Twitter) about two years ago‚ with UK user numbers dropping from 26.5m to 22.2m visitors. Recent Ofcom data shows a clear shift in user preferences

The platforms new direction under Musks leadership has triggered notable exits: The Guardian newspaper left due to content concerns‚ while well-known figures like Stephen King and Greg Davies also moved away. The tech-moguls pro-Trump stance and comments about UK being a “tyrannical police state“ didnt help retain users

Changes to the platform including pay-to-verify features and lighter content rules (which allowed previously-banned users like Tommy Robinson back) created a different environment. The sites male-heavy userbase – 63% of UK visitors are men – shows an uneven demographic split

Meanwhile alternative platforms are getting more popular: Reddit saw a 47% jump reaching 22.9m UK adults; Threads got over 5m British users‚ and Bluesky added around 7m accounts globally in just weeks. Traditional social-media giants like YouTube Instagram and Facebook still lead in total reach‚ while TikTok grew its audience by 13% reaching 24m people

The redesigns and rebranding including the switch from Twitter to X have played a role; it broke its cultural currency

Matt Navarra‚ social media consultant

Daily active users on Xʼs mobile app dropped to 5.2m in Britain (compared to 6.9m last year) showing a clear down-trend in engagement