When it comes to building real-time conversations and staying connected to your audience, Twitter, now rebranded as X, continues to play a significant role. While the platform has seen plenty of changes in recent years, it remains a core channel for both users and brands alike.
For marketers, understanding the latest Twitter statistics is crucial for shaping campaigns, driving engagement, and evaluating whether the platform is still a worthwhile investment. Below, we break down the most up-to-date Twitter stats that can help your social media strategy, from overall usage trends to advertising insights and business applications.
Top X (formerly Twitter) Statistics
X currently has a global user base of 415.3 million, with 611 million monthly active users, making it the 12th most popular social network worldwide. While smaller than giants like Facebook or Instagram, the platform remains highly influential. On a daily basis, X reports 237.8 million monetizable daily active users, who spend an average of 11 minutes per day on the app. Across the month, this translates to 3.7 hours of time spent per user, keeping the platform ranked as the seventh most-used social network globally.
The platform’s reach goes far beyond the app itself, with 4.44 billion monthly website visits, positioning it as the sixth most visited website worldwide. Yet despite its wide reach, engagement is relatively niche: the median engagement rate sits at 0.15%, and the average user posts just 2.16 tweets per week. Interestingly, 10% of users generate 92% of all tweets, showing that a small but very active group drives much of the platform’s conversation.
Content preferences also skew heavily toward value-driven material, with “informative” posts ranking as the most popular. Supporting this, 59% of users report using Twitter as a news source, cementing its role as a go-to platform for real-time updates.
From a business standpoint, advertising remains X biggest revenue driver with 68% of its 2024 revenue coming from ads. And while anyone can make waves on the platform, celebrity accounts hold a commanding presence, as Elon Musk is the most followed account on X. However, authenticity is an ongoing concern: research suggests that between 9% and 15% of all Twitter accounts are bots.
Twitter (X) Usage Statistics
When it comes to overall reach, X boasts 368 million global users, who generate 500 million tweets per day. On average, this equals 350,000 tweets per minute and over 100 billion impressions daily. Engagement styles vary, as in the U.S., 75% of all tweets are retweets or replies, with only 15% being original content.
Video has become central to the platform’s evolution. Today, four out of five sessions include viewing at least one video, and video consumption is up 35% year-over-year. This aligns with broader X statistics showing younger audiences, especially Gen Z, drive much of this video growth.
User activity also varies in frequency. While 96% of users check X at least once per month, only 52% log in daily. Weekly engagement falls in between, with 84% reporting weekly use. Despite turbulent headlines surrounding ownership changes, the platform actually expanded its global reach by 2%, adding 12 million users in the past year. And with over 80% of users accessing X on mobile devices, mobile-optimized content is more important than ever.
X (formerly Twitter) User and Demographic Statistics
The United States remains the largest market for Twitter, and its user base is skewed toward men, with users being 60.9% male compared to 39.1% female. The dominant demographic is adults aged 25 to 34, who make up 36.6% of the audience. This positions the platform strongly within professional and career-focused user groups.
Income and education also play a role in shaping the X user base. 27% of Americans earning $100,000 or more annually are active on the platform, while 27% of college-educated Americans use X regularly. Geographically, 23% of suburban Americans are also active users.
These X (formerly Twitter) stats highlight that the platform attracts a relatively affluent and educated audience, making it a strong channel for marketers targeting higher-income or professional demographics.
X Revenue Statistics
From a business perspective, X financial model is still ad-heavy. In fact, 75% of overall revenue comes from advertising, though its share of the U.S. social media ad market was just 1.6% in 2024. Still, advertisers see a strong payoff, with X delivering a 40% greater ROI compared to other platforms.
User behavior reinforces this opportunity. 79% of users follow brands for updates, while 37.9% use X to research products. Engagement with ads rose 22% between 2023 and 2024, and data shows that users on X are twice as likely to make in-app purchases compared to other platforms.
These X statistics make one thing clear: while the platform is smaller than its competitors, the engagement it delivers can be more impactful, especially for brands that commit to maintaining an active and responsive presence.
X (formerly Twitter) Advertising Statistics
For brands looking to maximize reach, X advertising offers both affordability and high engagement. The platform generated $3.14 billion in ad revenue in 2024, though that represented a 5% decline year-over-year. Projections for 2025 suggest a further 4.8% dip to $2.99 billion. Even so, X still offers significant opportunities, particularly for advertisers seeking less-saturated spaces.
Currently, X (Twitter) has 586 million monetizable monthly active users available for targeted campaigns. The cost of promoted posts is relatively low, ranging from $0.26 to $1.50 per action, making it one of the most cost-effective platforms available. Most businesses allocate modest budgets—53% spend between $101 and $500 monthly.
X (Twitter) ads drive higher attention than many competitors, with users spending 26% more time engaging with ads than on other platforms. Creative choices matter, as vertical video ads generate 7x higher engagement than horizontal ones, while posts with 1-2 hashtags see a 21% lift in engagement. Conversely, using more than two hashtags decreases engagement by 17%.
Despite its advantages, X is still underutilized by marketers, as only 5.5% use it for influencer campaigns, compared to 58.9% on TikTok and 35.2% on Instagram. That means brands willing to experiment here face far less competition. In fact, X saw 1.7 million ad campaigns launched by more than 250,000 advertisers globally in 2024, with engagement revenue spiking 123% year-over-year in December 2024 as major brands returned. 93% of users are open to brands getting involved in their conversations. This underlines the priority of interactive marketing.
For brands considering advertising on X, working with an experienced social media agency can ensure campaigns are strategically designed to make the most of the platform’s strengths.
X (Twitter) for Business Statistics
Twitter’s role in brand engagement is undeniable. 82% of B2B marketers use X as part of their content marketing strategy, and 79% of users follow brands on the platform. It also ranks as the number one platform for brand interaction, with users embracing everything from updates to customer support. Ad format also matters here, as users are seven times more likely to engage with a vertical ad compared to the same ad placed in their timeline. This makes it clear that businesses tailoring their creative to platform preferences can see better results.
For marketers, these Xstats highlight the importance of treating the platform not just as a megaphone for brand announcements, but as a place to actively interact with audiences in real time.
Ready to Reconsider X (Twitter) in Your Marketing Strategy?
While it may no longer dominate headlines like it once did, X, now rebranded as X, remains a powerful platform for engagement, conversation, and customer connection. These X statistics show that while its reach is smaller than some competitors, its audience is affluent, educated, and highly engaged, making it an opportunity many brands overlook.
If you’re ready to tap into the potential of X for your business, our team at The frank Agency can help you build and execute a strategy tailored to your goals. Reach out to our team to get started today.
