[eMarketer] Twitter sees gentle downward flight in US users but ad revenues rise

Twitter has started a gentle decline in US users. The social media app peaked in 2021 with 57.8 million monthly US users. This year, that figure will flutter downward by 0.5%, hitting 57.5 million by year-end. But it's not all a decline for the platform

Despite Elon Musk's tumultuous Twitter takeover—which is now temporarily on hold, per Musk—eMarketer doesnt project any major changes in user count associated with executive leadership changes at this time.

Rather, the most occasional monthly users (those who use the platform once or twice per month) are slipping away, either because of fatigue or a lack of desired news content on the bird app.

That said, there's more to the app's US figures than user decline. Twitter's US ad revenues are still in flight and will increase by 23.8% this year to hit $3.01 billion.

 eMarketer posits that Twitter's days of US user growth are in the rearview mirror. In 2026, it forecast the app will have just 56.6 million monthly active users. That said, the app's future is still cloudy, and if Musk goes through with purchasing the app, its entire monetization model could change.

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