Social media platform Bluesky claimed the top spot on the Apple App Store’s US chart this week, as numerous users on X, formerly Twitter, announced their departure in response to Elon Musk’s heavy involvement in the US presidential election. This surge in popularity has seen Bluesky’s user base double over the past 90 days, with an impressive 1 million new sign-ups in just the last week, bringing its total to over 15 million users.

Meanwhile, X has taken on a markedly different tone, with Musk using his platform to amplify President-elect Donald Trump. Researchers have noted spikes in divisive language, including phrases like “your body, my choice.” Musk’s changes, from slashing moderation staff to reinstating banned accounts, even those with racist or extremist histories, and shifting to a pay-for-verification model have altered X’s landscape and impacted its advertising revenue. In response, notable journalists like The Atlantic’s Charlie Warzel, The New York Times’ Mara Gay, and former CNN anchor Don Lemon have joined the migration to Bluesky. The Guardian also announced that it would no longer post on X, citing a “toxic media platform” environment without specifying its alternative platforms.

Despite Bluesky’s growing momentum, speculation that it could "kill" X might be premature. As a private company, X does not disclose user data, but third-party analysis indicates mixed trends. X’s user growth, which was once consistent, has seen instability since Musk’s takeover. Even so, the platform has weathered various controversies without fading, including the return of far-right figures and Musk’s controversial comments.

X’s CEO Linda Yaccarino claimed Wednesday that usage is at an “all-time high” and continues to rise. “To all of our users — of every interest, political party, and point of view — You will always have a place to engage and join the global conversation freely and safely,” Yaccarino stated. However, analytics firm Similarweb reported that over 115,000 US users deactivated their accounts the day after the election, marking the largest single-day user departure since Musk took over — though this number reflects only those who deactivated through the website.

Still, X’s web traffic saw its highest peak of the year on Election Day, with 46.5 million visits on desktop alone, a 38% increase from previous months. Bluesky also recorded an uptick, with visits climbing to 1.2 million on Election Day and 1.3 million the day after.

The longer-term effects of Musk’s political moves on X’s user base remain to be seen, according to Similarweb’s David Carr. While X’s recent traffic peaks may offset some declines, the platform has undeniably lost part of its audience since Musk’s acquisition. Sensor Tower, another intelligence firm, reported spikes in X’s daily active users on November 5 and 6, but usage then leveled out by November 10. Bluesky, on the other hand, saw a 28% rise in activity within the same timeframe, though its user base remains smaller than X or Meta’s Threads.

Additional data from Apptopia revealed that while X’s activity peaked just after the election, Bluesky saw its daily users double from mid-October through the post-election week. In summary, both platforms saw a surge in engagement around the election, with Bluesky’s growth appearing more sustained despite its smaller scale.

Prominent users have voiced mixed reactions. Ed Zitron, founder of media relations firm EZPR, told CNN he remains on X because of its broad readership and viral potential, but he noted, “With how Bluesky is scaling right now, I don’t see how (X) stays dominant.” New York Times journalist Mike Isaac echoed the sentiment, observing that engagement on Bluesky often surpasses X despite his larger following on the latter.

For Musk, X’s user dynamics might matter less than the political access he’s gained. Musk, who initially described his aim as creating a “politically neutral” town square, has used X to bolster Trump’s visibility, even reinstating Trump’s account after the January 6 Capitol attack. In recent months, Musk has reportedly pushed pro-Trump content to users and even spread misleading claims about Vice President Kamala Harris.

Trump’s campaign confirmed this week that Musk will join his administration as one of two leaders of a newly established “Department of Government Efficiency,” alongside Vivek Ramaswamy. Musk also participated in a call between Trump and Ukrainian President Volodymyr Zelensky shortly after the election, likely discussing the ongoing war with Russia, where Musk’s Starlink has been a crucial communication tool. Musk’s net worth, moreover, surged by $26.5 billion post-election, spurred by investor optimism about his relationship with Trump.

In Musk’s calculation, this newfound political influence may outweigh X’s ad revenue losses and user drop-off.