X: Two Years Later, Still Not an "Everything App"
Two years ago, Elon Musk rebranded Twitter to X, aiming to create an "everything app." Has this vision materialized?
The Rebrand: From Twitter to X
While Google searches for "x login" now surpass "twitter login," suggesting growing recognition, the transition remains incomplete. Much of X's own documentation still references "Twitter" and "tweets." While Musk predicted users would forget Twitter, the platform itself seems to be hindering the shift.
The "Everything App" Vision: A Reality Check
Despite ambitious pronouncements, X remains functionally similar to Twitter. Minor updates haven't significantly impacted user experience.
X's claim of being a video platform lacks supporting evidence. While a dedicated video tab was introduced, the app doesn't prioritize video content, and significant video deals are scarce.
The promised payments initiative has yet to launch, with licensing hurdles still being addressed. While experiments with in-app payments are underway, a widespread rollout seems distant.
User Growth: A Mixed Bag
Musk projected X would reach 600 million daily active users by 2025. While X reports 600 million monthly active users, daily active users remain at 250 million, unchanged since November 2022. Furthermore, a 15% decline in European usage raises concerns about overall growth.
Declining website traffic and app download rankings further challenge X's growth narrative.
The Future of X
X's acquisition by xAI, Musk's AI venture, adds a new dimension. X now serves as a crucial data source for xAI, potentially lessening the pressure for immediate profitability. However, two years post-rebrand, X's progress toward becoming an "everything app" remains limited. Whether future payments integration and video partnerships can revive this vision remains to be seen.
