Elon Musk’s social media company, X, is showing contrasting fortunes across the world’s two dominant mobile ecosystems. Fresh data from Appfigures reveals that in July 2025, the platform experienced a steep decline on Google Play, where downloads dropped 44% year-over-year. Meanwhile, Apple’s App Store offered better news, as iOS installs grew by 15% over the same period.
The imbalance has dragged down X’s overall mobile performance. Across both app stores, total downloads were down 26% compared to July 2024. While still significant, that figure marked a slight improvement from June, when global installs fell by 35% year-over-year, driven by an even steeper 49% slump on Android.
The Android Problem
The decline is hardly a surprise to many long-time users. X’s Android app has long carried a poor reputation, with complaints ranging from frequent crashes to slow performance and unreliable notifications. Appfigures did not speculate on the exact reasons behind the slump, but acknowledged that Android has been a persistent weak spot for the company.
Recognizing this vulnerability, X’s new head of product, Nikita Bier, has made Android a priority. Known for launching and later selling viral apps like Gas and TBH, Bier has experience in scaling platforms quickly. He has publicly announced plans to form what he calls an “Android Dream Team”, tasked with rebuilding the app and making it competitive with its smoother iOS counterpart.
Bier has also highlighted bright spots to reassure users and investors, pointing to a record week of installs on iOS in recent months. Still, the Android shortfall continues to cast a shadow over X’s global expansion.
Who Benefits From X’s Decline?
The key question now is where those missing Android users are going. Despite speculation, data suggests Bluesky isn’t the main beneficiary. The decentralized social app managed only 119,000 downloads on Google Play in July, a number that pales in comparison to the millions X still attracts monthly.
A stronger candidate is Meta’s Threads, which has been steadily closing the gap with X in terms of daily active mobile users. While Threads hasn’t overtaken X outright, its rising engagement levels suggest it could be siphoning off some of the Android audience.
Revenue Concerns Grow
Beyond downloads, X is also facing stagnation in subscription revenue. According to Appfigures, the platform generated $16.9 million in net subscription revenue in July 2025. That number represents a drop from $18.8 million in March, though it was a slight uptick from June’s $16.8 million.
The overall trajectory points to slowing growth, raising questions about the sustainability of Musk’s strategy to shift more reliance onto subscriptions. Despite heavy promotion of premium tiers, advertising still makes up the bulk of X’s income, underscoring the difficulty of moving away from its traditional revenue base.
Grok Creates New Challenges
Part of the subscription slowdown can be traced back to Grok, the AI assistant built by Musk’s xAI venture. Originally included in X’s premium package, Grok has since been spun out into its own standalone app.
That move has proven popular with users who were primarily subscribing to X for its AI features. Now, those customers can access Grok directly without paying for X Premium, eating into the platform’s already fragile subscription model.
A Platform at a Crossroads
X’s challenges illustrate the delicate position Musk finds himself in. Since acquiring the platform in 2022 for $44 billion, the company has endured advertiser boycotts, rapid policy changes, and rising competition from newer players. The Android slump is both a technical issue and a strategic threat. With billions of Android devices in circulation worldwide, failing to provide a reliable app experience risks undermining X’s reach and influence in key markets.
Meanwhile, iOS growth—while encouraging—represents only part of the picture. Apple devices have strong penetration in the U.S. and Europe but a much smaller footprint in emerging markets where Android dominates. Without fixing Android, X risks losing traction in regions that could fuel its long-term expansion.
The Road Ahead
Rebuilding Android may help stabilize growth, but such an overhaul will not be quick. In the meantime, Meta is doubling down on Threads, and even Musk’s own ventures like Grok are competing for attention.
For now, Musk can point to iOS momentum as proof the platform still has a future. But unless the Android decline is reversed and subscription revenue finds firmer footing, X’s role as a central hub for global online conversation remains at risk.
