X's App Revenue Rose 48% in 2025 Despite Growth Challenges

It's time for my monthly check-in on (https://appfigures.com/reports/app-profile?id=ua_zG5Ecw)[X]'s mobile revenue, and this month I'm looking at how the platform's Black Friday campaign performed.

The short version: It worked! But there's a more interesting story when we look at the trend.

Appfigures Intelligence shows that X's second Black Friday promotion resulted in $24.1M of consumer spending in November. That's slightly higher than the $23.6M X hauled in last November, but not by much.

That's the challenge X is facing: revenue has been consistently higher in 2025 compared to 2024 in absolute terms, but monthly growth has largely stagnated.

Looking at X's monthly gross revenue throughout 2025, there's a clear pattern. After peaking at $26.8M in March, monthly gross revenue has hovered in the $21M-$24M range for most of the year, according to our estimates.

Compare this to the consistent month-over-month growth X saw throughout much of 2024, when estimated consumer spending in the app climbed from $11.3M in January to $25.4M in December.

The Bigger Picture

Year over year, X's revenue has grown a whopping 48%, and if we go back a bit more, mobile revenue is substantially higher than it was in 2023 when the platform generated just $88M for the full year.

Revenue growth has been hard to predict ever since Elon took over for reasons that defy the laws of app revenue, and this year is no different. But... X has changed a lot this year - from bringing on Nikita Bier to manage product to massive algorithm updates and having Grok. All of those are slowly shifting growth away from Elon's behavior to platform performance, and that's good news.

X has proven it can generate meaningful subscription revenue but the real question is whether it can continue to evolve to retain and expand them.