X (Twitter) statistics 2026: user base, posts, engagement, ads

251M

X has 251 million daily active users globally as of 2026.

Estimated daily active users across all account types, not limited to monetizable accounts.

Source: Sprout Social · January 2026 · #user-base-reach-1

611M

X reached 611 million monthly active users worldwide.

Monthly active users are a broader count than the company's monetizable daily active user figure.

Source: Hootsuite · January 2025 · #user-base-reach-2

586M

X ads reached 586 million users globally in January 2025, representing 7.1% of the world's population.

Figures are derived from X's own advertising tools and Kepios analysis, published in March 2025.

Source: DataReportal · March 2025 · #user-base-reach-3

-5.3%

X's potential advertising reach fell 5.3% year-over-year from January 2024 to January 2025.

The platform lost roughly 33 million potential ad-reach users over that 12-month period.

Source: DataReportal · March 2025 · #user-base-reach-4

63.7%

Male users make up 63.7% of X's global advertising audience as of January 2025.

Gender split is based on X's advertising audience data; female users account for the remaining 36.3%.

Source: DataReportal · March 2025 · #audience-demographics-1

37.5%

Users aged 25-34 account for 37.5% of X's global ad audience, the largest single age group on the platform.

The 18-24 bracket is second at 32.1%, meaning users under 35 represent nearly 70% of the ad audience.

Source: DataReportal · March 2025 · #audience-demographics-2

38%

38% of U.S. adults aged 18-29 use X, the platform's strongest domestic age cohort.

Overall U.S. usage is 25% among men and 17% among women, with college-educated adults at 27%.

Source: Hootsuite · January 2025 · #audience-demographics-3

0.015%

The median engagement rate across all industries on X is 0.015% per post.

Calculated from Sprout Social's customer data across thousands of brand accounts on the platform.

Source: Sprout Social · January 2025 · #engagement-posting-behavior-1

0.073%

Sports teams post the highest median engagement rate on X at 0.073% per post.

Higher education (0.036%) and financial services (0.025%) rank second and third by industry.

Source: Sprout Social · January 2025 · #engagement-posting-behavior-2

0.39%

X influencers average a 0.39% engagement rate per post in 2025.

Text posts lead at 0.48% while link posts trail at 0.13%; video and photo posts tie at 0.41%.

Source: Sprout Social · January 2025 · #engagement-posting-behavior-3

17.34/wk

The average X user published 17.34 posts per week in 2025, up from 15.97 in 2024.

Posting frequency rose year-over-year even as average post impressions declined slightly from 2,864 to 2,711.

Source: Sprout Social · January 2025 · #engagement-posting-behavior-4

28 min/day

X users spend an average of 28 minutes per day on the platform.

Daily session time cited for 2026, positioning X behind longer-session platforms like YouTube and TikTok.

Source: Sprout Social · January 2026 · #engagement-posting-behavior-5

8.3B/day

8.3 billion videos were watched on X every day in 2024.

Annual 2024 figure reported by X and cited by Hootsuite; reflects rapid growth in on-platform video.

Source: Hootsuite · January 2025 · #video-content-consumption-1

>80%

More than 4 in 5 X user sessions include at least one video view.

Video has become a default part of the session experience rather than a niche content format.

Source: Sprout Social · January 2025 · #video-content-consumption-2

100M+

Over 100 million users watch vertical video on X each month.

Videos under 60 seconds perform best, consistent with a shift toward short-form vertical formats.

Source: Sprout Social · January 2025 · #video-content-consumption-3

$0.26-$1.50

Promoted posts on X cost between $0.26 and $1.50 per first action.

Cost-per-first-action rates vary by audience targeting, bid competition, and creative quality.

Source: Sprout Social · January 2025 · #advertising-ad-pricing-1

50%

Half of businesses that advertise on X spend between $101 and $500 per month.

Monthly budget distribution reflects a platform where small-to-mid-sized brands still allocate modest spend.

Source: Sprout Social · January 2025 · #advertising-ad-pricing-2

+123% YoY

X's ad revenue grew 123% year-over-year in December 2024.

Monthly rebound compared to December 2023, suggesting advertiser confidence began returning late in 2024.

Source: Hootsuite · December 2024 · #advertising-ad-pricing-3

1.7M

Advertisers ran 1.7 million ad campaigns on X in 2024 across more than 250,000 advertiser accounts.

Total campaign volume for 2024 indicates a broad advertiser base despite overall ad revenue declines.

Source: Hootsuite · January 2025 · #business-brand-performance-1

58%

58% of X users engage with brand content at least once per week.

High weekly brand contact rate coexists with low per-post engagement, reflecting frequent but passive interaction.

Source: Sprout Social · January 2026 · #business-brand-performance-2