Are young people leaving X? What the figures really say

Are young people leaving X? Find out the truth behind the numbers and why TikTok and Instagram remain the platforms of choice for Gen Z.

With the constant evolution of social networks, brands and content creators are fighting for the attention of Generation Z. X (formerly Twitter) claims to be a must-have platform for this audience. But is it really? Recent data published by X shows an increase in its audience Gen Z. Yet other external studies suggest the opposite trend. So, Are young people leaving X or is it just an illusion? Let's delve into the figures to sort out the real from the fake.

X, a booming platform for Gen Z?

According to X, the platform is experiencing 8 % year-on-year increase in Gen Z userswith growth of 12 % in the United States since 2022. Today, 31 % of X users belong to this generationwhich represents a significant share of its overall audience.

X is positioned as a a privileged space of expression for trends and viral culturea powerful argument for attracting young people. The company claims that Gen Z uses X to follow trends, interact with other influencers and discover authentic, engaging content.

Moreover, X uses video to capture the attention of young people. Immersive video is a strategic lever that seems to be working, according to the platform, which claims that this format is experiencing significant growth among Gen Z users.

The reality of numbers: X vs TikTok, Instagram and Threads

While X's statistics are positive, other analyses qualify this idyllic picture. Independent studies, notably that of Pew Researchreveal that X loses ground with teenagers to TikTok and Instagram.

Here's a comparison between the platforms:

We can immediately see that TikTok and Instagram remain the preferred platforms of Generation Zwith a much larger audience and a commitment higher.

The myth of the X-exclusive audience

X also highlights the fact that its audience is unique, with little overlap with other platforms. According to the company, only 19 % of X users also use Threadsand X offers 19 % incremental range compared to TikTok.

However, this analysis is misleading. In fact, the A better question would be: how many TikTok and Instagram users also use X? The figures show that the majority of young people spend more time on other platforms and X is rarely their main network.

Why does Gen Z prefer TikTok and Instagram to X?

It is important to understand the reasons behind this preference:

1. User experience and content format

   • TikTok and Instagram focus on short, visual and immersive formats.

   • X remains text-centric, a format less attractive to Gen Z.

2. Algorithms and virality

   • TikTok and Instagram have powerful recommendation algorithms that encourage the discovery of new content.

   • X is often perceived as a space for debate and current affairs, which may not correspond to the expectations of all young people.

3. Platform image

   • X has been marked by controversy in recent years, particularly under the leadership of Elon Musk.

   • Moderation and the presence of controversial content can put off some users.

Does X still have a chance of appealing to Gen Z?

Despite these challenges, X has not yet said its last word. The platform is trying to reinvent itself with several initiatives:

• Enhanced video experience to rival TikTok and Reels.

• Financial incentives for creators to attract more exclusive content.

• Highlighting cultural trends and conversations that Gen Z is passionate about.

But will it be enough to reverse the trend? Time will tell, but for now, young people are gradually leaving X for more dynamic, interactive platforms.