Despite the launch of numerous alternatives, X (formerly Twitter) remains the dominant platform for short-form text-based social media in the United States, according to a new report from Pew Research Center released this week. While platforms like Threads and Bluesky have emerged as potential competitors since Elon Musk’s acquisition of Twitter in 2022, they have yet to significantly erode X’s user base. The study highlights the challenges facing new social networks attempting to unseat established players.
The Pew Research Center survey found that 21% of U.S. adults currently use X, compared to just 8% who use Threads and 4% who use Bluesky. Truth Social, another alternative platform, has attracted 3% of U.S. adults. This data underscores X’s continued hold on the market, even amidst concerns about content moderation and political bias that prompted some users to seek alternatives.
The Ongoing Dominance of X in Social Media
The competition for users intensified following Musk’s rebranding of Twitter to X in October 2022. Changes to content policies and perceptions of a rightward shift led many to explore other options. However, the report indicates that X hasn’t experienced a substantial decline in usage. In early 2023, 22% of U.S. adults reported using X, down slightly from 23% in 2021, suggesting a gradual rather than precipitous drop.
Several startups attempted to capitalize on the dissatisfaction with X, including Spill, Post, T2 (Pebble), and Hive. However, many of these ventures have since ceased operations, demonstrating the difficulty of building a successful social media platform from the ground up. The market proved challenging for these newcomers, highlighting the network effects that benefit established platforms.
Meta’s Threads Fails to Gain Traction
Even Meta, with its vast resources and existing social media empire, has struggled to challenge X’s position. Threads, launched as a direct competitor to X, has only reached 8% of U.S. adults, according to Pew’s findings. This suggests that simply having a large user base and significant financial backing isn’t enough to overcome the established habits and network effects of a platform like X.
Additionally, the report reveals the continued strength of other major social media platforms. YouTube and Facebook remain the most widely used platforms, with 84% and 71% of U.S. adults reporting usage, respectively. Instagram (50%), TikTok (37%), WhatsApp (32%), Reddit (26%), and Snapchat (25%) also boast significant user bases.
Growth in Social Media Usage Overall
While X maintains its position, several platforms have experienced growth in recent years. TikTok’s usage has risen from 21% in 2021 to its current level, and Instagram has grown from 40% to 50% of U.S. adults. WhatsApp has also seen an increase, climbing from 23% to 33% of users. Reddit, boosted by recent AI content licensing deals, has increased from 18% to 26%.
It’s important to note that usage patterns differ significantly among age groups. While this report focuses on U.S. adult social media habits, the landscape looks quite different among teenagers, where TikTok, Instagram, and Snapchat are more popular. Understanding these demographic differences is crucial for platforms seeking to expand their reach.
Looking ahead, the social media landscape is likely to remain dynamic. The ongoing evolution of X, coupled with continued innovation from competitors, will shape the future of online communication. Further research will be needed to assess the long-term impact of these platforms and the evolving preferences of social media users. The next Pew Research Center report on this topic is expected in late 2026, and will likely provide further insights into these trends.
