Twitter’s Renaming to X Leads to Drop in Weekly Active Users: Impact in India
In a surprising move, Elon Musk rebranded Twitter as X, a change that stirred a mix of reactions among users. However, this transformation wasn’t without consequences. Following the rebranding, Twitter experienced a 4% decline in its weekly active users over the subsequent weeks, as reported by Sensor Tower, a renowned app intelligence firm. Both iOS and Android platforms bore the brunt, witnessing a drop of 22% and 18%, respectively.
Mixed Responses to X Rebranding
The alteration of Twitter’s identity to X, undertaken by Elon Musk, garnered a range of responses from its user base. Notably, there were voices of dissatisfaction expressed, particularly regarding the abandonment of the iconic blue bird logo. This dichotomy of opinions was revealed in a report analyzing the aftermath of the rebranding.
Impact on User Engagement and Sessions
The rebranding exercise brought about a shift not only in the name but also in user behavior. Average time spent by users on the newly dubbed X fell by 5%, accompanied by a decrease in the number of user sessions. These metrics indicate a tangible change in how users interacted with the platform after the rebranding took effect.
Surge in Twitter Lite Installs in Emerging Markets
While the main Twitter app saw a decline in user engagement, a silver lining appeared for Twitter Lite, designed specifically for emerging markets. Counterintuitively, the renaming of the main app led to a surge in installs for Twitter Lite. The data, as reported by TechCrunch, revealed a remarkable 50% increase in Twitter Lite downloads compared to the previous timeframe.
Financial Impact and Other App Implications
From August 6 through August 20, the financial aspect witnessed a significant boost, with a remarkable 25% surge in revenue. This upswing was primarily driven by increased revenue from iOS users, marking a notable 24% increase. However, the ripple effects of the rebranding were felt across the digital landscape, affecting other apps like Bluesky, Instagram Threads, and Mastodon.
App Download Trends Post Rebranding
Intriguingly, the rebranding of Twitter also influenced the download trends of other apps in the same domain. Meta’s Threads, in the first week of the rebranding exercise, experienced a substantial drop of 70% in downloads, consequently slipping to the 16th rank overall. In contrast, Bluesky and Mastodon witnessed an uptick in downloads, with increases of 180% and 15% respectively, according to Sensor Tower data.
Impact in the Indian Context
It’s important to assess the global repercussions of this rebranding strategy, including its impact in India. The Indian market’s dynamic nature and Twitter’s significant user base in the country make this analysis crucial. The shift to X might have distinct implications in the Indian digital landscape, warranting a closer examination of user sentiments, engagement trends, and potential consequences for competing platforms.
Conclusion
The renaming of Twitter to X under Elon Musk’s leadership brought both anticipated and unexpected outcomes. While user engagement witnessed a decline and mixed reactions emerged, Twitter Lite installations in emerging markets surged. Financially, there was a notable uptick, but the repercussions extended beyond Twitter, affecting the landscape of related apps. As the impact of this transformation continues to reverberate, its influence in specific markets like India remains an area of interest and scrutiny.
