With an 8% growth in the number of users in one year, the platform is establishing itself as an essential hub where cultural trends, impactful videos, and viral conversations come together.
Booming popularity among young people
X is no longer simply a social network: it's a digital agora where 31% of users belong to Gen Z, according to a report by the social network. A success that extends far beyond American borders, confirming the platform's universal appeal to new generations. X capitalizes on the obsession with visuals and immersive storytelling. Major events, such as the 2024 presidential election or the Paris Olympics, further amplify this appeal, offering brands a dream springboard. to interact with a responsive and engaged audience.
A unique social ecosystem
One of X's major assets lies in its audience. Unlike its competitors, who struggle to retain their users in the face of platform fragmentation, X stands out: 81% of its audience does not use Threads, a key indicator for brands looking for a direct channel to Gen Z.
Moreover, while TikTok remains the undisputed leader in short content, X plays a different but equally effective card. With an additional reach of 19% compared to TikTok, the platform offers a complementary alternative, where influential discussions and spontaneous virality intersect. A dynamic that makes it a strategic space for brands seeking to build a sustainable digital presence.
The shift towards video content has transformed X into a true multimedia consumption hub. Result? A third of active users on videos belong to Gen Z, and this generation is 28% more likely to consume videos on mobile than their peers not on the platform, according to GWI.
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