According to analysts at Emarketer, from when Musk acquired X in 2022 until 2025, they expect X to have lost 7 million monthly active users in the U.S.

The declining user base pales in comparison to the decline of X’s brand and value. According to a recent report from Brand Finance, X’s brand is now worth 673 million. The brand was valued at $5.7 billion before Musk’s takeover in 2022. When it comes to revenue, X’s revenue fell by 40 percent when compared to the prior year based on internal company data from June 2024.