After sharing insights into how younger audiences in the U.S. are engaging in its app earlier in the month, X has now published new research into how European Gen Z users are using the app , and the opportunities for brands to reach this influential consumer group via X ads.
Which seems potentially incorrect, based on X’s EU usage disclosures, but we’ll get to that. First off, X says that more and more young people in EU are coming to the app. As per X : “ Gen Z in Europe is not just online, they’re on X , and they’re turning cultural moments into commercial impact.
With over 30 million Gen Z users on the platform across Europe - a +37% increase since 2022 — the time for brands to connect is now. ” Okay, to clarify, overall, X has actually been losing active users in Europe , based on its official disclosures. Under the EU Digital Services Act (DSA), all online platforms with over 45 million users in the region need to share transparency data every six months, which includes total active EU users.
And X has reported declines, down from 111 million total users in August 2023 , to 106 million at last report (October 2024). So overall, X has lost around 6% of its total EU audience, based on total reach. Which conflicts with X’s claim in this report: “ Across Europe, 119.
3 million people use X every month – and Gen Z is powering that momentum. ” Again, based on X’s official, publicly reported data , X is currently serving 106 million total EU users. And it.
