Observed Signal · Sep 3, 2026 · Earnings Report · Source: onlinemarketing.de · Impact: 4/5 · Sentiment: Negative
X Loses Users in EU and Globally, Ad Revenue Declines
X (formerly Twitter) is losing users in the EU and worldwide, with ad revenue declining sharply. Per DSA data, EU monthly active users fell to 100.9 million, down from 102 million. Similarweb data shows 123.7 million daily active mobile users in July 2026, a 7% drop year-over-year. Ad revenue for H1 2026 was $710 million, down 18.4% from the previous year. The platform also faces regulatory pressure from the EU Commission, which fined X €120 million under the DSA. The decline in user engagement threatens not only X's advertising business but also the data supply for Musk's AI company xAI, which trains Grok on X posts.
Major social platform experiencing significant user and ad revenue decline, with regulatory and AI implications for the digital advertising ecosystem.
Track X Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- X reported 100.9 million average monthly active users in the EU per DSA report, down from 102 million.
- X's H1 2026 ad revenue was $710 million, down 18.4% year-over-year.
- Similarweb data shows X had 123.7 million daily active mobile users in July 2026, a 7% drop from the previous year.
- The EU Commission fined X €120 million under the Digital Services Act.
- Threads surpassed X in daily active mobile users with 147 million in July 2026.
Connected Companies & Entities
4 Entities mapped“X verliert weiter User in der EU und weltweit...”
“Similarweb kommt laut TechCrunch für Juni auf rund 302 Millionen monatlich aktive Mobile User...”
“Threads feierte im Juni zudem 500 Millionen monatlich aktive User....”
“X verliert weiter User in der EU und weltweit...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
Instagram Edits App Now Supports Carousel Creation
Instagram's Edits app now allows creators to create Carousel posts directly within the app, according to an announcement by Instagram's Creators account via Instagram and Threads. The feature is available immediately for iOS users, with an Android version expected soon. In a broadcast channel, Instagram head Adam Mosseri confirmed that users can mix photos and videos on any slide, connect images across slides, and use the same stickers, text effects, and cutouts used in video editing. This functionality aims to streamline content creation and boost engagement, as Carousels remain a popular format on the platform. Additionally, the Edits AI Assistant, which provides video ideas based on account metrics, is currently available only in the US. Meta continues to enhance its creator tools to support social media marketing efforts.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.