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Edison Research’s Infinite Dial: X/Twitter Usage Down 30%.


Usage of the social media platform X, formerly known as Twitter, has declined rapidly since Elon Musk took over the company in a $44 billion acquisition in the fall of 2022. Musk rebranded Twitter as X, took aim at public media networks, branding them as government-funded media, and alienated many users with his unhinged antics.


According to Edison Research’s 2024 Infinite Dial report, in 2022 and 2023, 27% of the total U.S. population reported using Twitter. In the forthcoming report, which will be presented at Podcast Movement Evolutions on March 28, only 19% are using X – a 30% drop.


The Infinite Dial tracks key measures in online and broadcast audio, podcasting, social media, and more.


“While The Infinite Dial has recorded many incremental changes over its long history, a 30% change in any metric year-over-year is incredibly rare and noteworthy,” the research firm writes in its Weekly Insights email.


In 2022 and 2023, the survey referred to the platform as “Twitter.” In the current survey, it is referred to as “X, (formerly known as Twitter).”


Edison notes that the survey results are not a measure of subscribers to the service, but a measure of people who say they are “currently ever” using the service. The Infinite Dial also saw declines in monthly and weekly usage of X/Twitter.


The Infinite Dial 2024 will provide more details about the state of social media usage in the U.S., including which social media services are gaining in popularity and which services are used most often by various age groups.


In addition to the in-person Podcast Movement Evolutions presentation, a livestream will be available. Registration information can be accessed HERE.

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