X (Twitter) App Installs Decline: Impact on Subscription Revenue

X App Install Decline on Android

Recent data from Appfigures, an app intelligence firm, indicates that Elon Musk’s X is facing challenges with new installations on Android devices. Despite growth in downloads from the App Store, the situation on Google Play is concerning.

Specifically, X downloads on Google Play experienced a substantial decrease in July 2025. New installs fell by 44% compared to the same period in the previous year, globally. Conversely, iOS downloads saw an increase of 15%.

Impact on Overall Downloads

This significant reduction in Android installs is negatively impacting X’s overall performance. Total mobile downloads have decreased by 26% year-over-year as of July.

While this represents a slight improvement over the prior month – where total downloads had dropped by 35% – the decline is still attributable to a sharp decrease in Android downloads. These were down nearly 50% year-over-year.

Addressing Android Issues

The firm refrained from speculating on the root causes of the decline on Android. However, it acknowledged that the X app on this platform is a known area of concern for the company.

Nikita Bier, recently appointed head of product at X, has indicated that the platform is actively working to resolve issues with the Android app. Bier, previously known for his work with teen social apps like Gas and TBH, has highlighted the app’s notorious instability and frequent crashes.

Bier announced on the platform that X is actively recruiting for an “Android Dream Team” dedicated to rebuilding the X Android application. He also recently publicized a record week for installs of the iOS app, potentially aiming to divert attention from the Android slump.

User Migration and Alternatives

The destination of potential X users abandoning the Android app remains unclear. While Bluesky has experienced a slowdown in growth, its July downloads on Google Play totaled only 119,000.

This figure is considerably lower than the millions of monthly installs X receives on both iOS and Android. However, Meta’s Threads is gaining traction in terms of daily active users on mobile, suggesting some Android users may be migrating there.

Subscription Revenue Challenges

Alongside the decline in Google Play installs, X is also encountering difficulties in growing its subscription revenue, according to Appfigures’ findings.

In July, X generated $16.9 million in net revenue, a decrease from the $18.8 million earned in March 2025. However, this represents a slight increase from the $16.8 million generated in June.

It’s important to note that the majority of X’s overall revenue still comes from advertising, rather than in-app premium subscriptions.

The reduced demand for X on Android is contributing to revenue declines, but the platform is also likely losing subscribers to Grok. Grok now has its own dedicated app, attracting users who previously subscribed to X primarily for its AI features.

We’re always looking to evolve, and by providing some insight into your perspective and feedback into TechCrunch and our coverage and events, you can help us! Fill out this survey to let us know how we’re doing and get the chance to win a prize in return!