Decline in Android App Installs at X Affecting Subscription Revenue

Elon Musk’s X platform is encountering difficulties with new installs on Android devices, even though downloads on the App Store have seen a rise, according to recent insights from app analytics firm Appfigures. In July 2025, X recorded a significant decline in Google Play downloads, with new installs dropping by 44% year-over-year globally, contrasting sharply with a 15% growth in iOS downloads.

This notable decrease in installs is adversely affecting X’s overall average, leading to a 26% year-over-year reduction in total mobile downloads as of July. However, this is an improvement from the previous month’s 35% decline, which was largely due to an almost 49% year-over-year drop in Android downloads.

The company did not elaborate on the reasons for the Android drop, merely noting that the X app has been a consistent issue on that platform. Recently appointed product chief, Nikita Bier, who has a track record with growth-oriented social apps like Gas and TBH, stated that X intends to address the challenges faced by Android, citing persistent bugs and regular crashes.

In a social media announcement, Bier shared that X is forming its “Android Dream Team” with the goal of completely overhauling the Android app. He also noted that the iOS app of X recently achieved its highest week for installs, possibly as part of an effort to divert attention from the concerning Android results.

It remains unclear where potential Android users of X are transitioning. Competitor Bluesky has seen slowing growth recently, achieving only 119,000 downloads on Google Play in July—significantly less than the millions X garners on both iOS and Android each month. Conversely, daily active users on Meta’s Threads are approaching those of X on mobile platforms, hinting that some Android users may be gravitating towards Threads.

Aside from the drop in Google Play installs, X is also struggling to boost its subscription revenue, as identified by Appfigures.

In July, X reported a net revenue of $16.9 million, a decrease from $18.8 million in March 2025, though this reflects a small rebound from the $16.8 million recorded in June. (Ultimately, a significant portion of X’s revenue continues to stem from advertisements instead of in-app premium subscriptions.)

While the downturn in Android interest partially explains the revenue declines, X is also likely losing subscribers to Grok, which now offers a standalone app appealing to users who acquired X subscriptions primarily for AI features.