X, formerly Twitter, continues to face uneven performance across mobile platforms. According to Appfigures Intelligence, X earned $16.9 million in net revenue in July 2025, the highest since revenue slumped in May.

That stability masks deeper challenges. Appfigures estimates that downloads from Google Play dropped nearly 50% year-over-year, costing X “millions of potential paying users.” While iOS downloads rose by double digits, the steep decline in Android has weighed on overall growth.

Appfigures points to multiple factors: higher subscription prices, the separation of Grok into its own app with its own in-app purchases, and technical issues plaguing the Android experience.

For comparison, Bluesky — often cited as an alternative — saw just 119,000 Google Play downloads in July, highlighting that X’s losses are not being matched by equivalent competitor gains.

INSIDER TAKE

For subscription executives, X’s July results illustrate a critical tension: revenue can remain steady in the short term, but subscriber growth depends on consistent platform performance. Key takeaways:

• Revenue Concentration: With Android slipping, iOS is carrying more of the subscription load — but at the cost of higher platform fees and regional concentration.

• Growth Ceiling: Android dominates in many global markets where subscriptions could expand. Weakness here limits X’s ability to scale internationally.

• Competitive Dynamics: Rivals are not absorbing X’s lost installs at the same pace, suggesting friction in the market rather than smooth substitution.

The lesson is clear: a subscription business tied to mobile app performance cannot afford uneven execution across platforms. For X, steady revenue in July may be the calm before more turbulence if Android adoption is not repaired quickly.