While there are numerous ways to measure and compare the activity of social media sites, X.com’s user data is certainly unlike most. The data from X.com is a significantly more complicated picture than just the major statistics of 4.44 billion visitors in March of 2026, 570 Million Monthly Active Users (MAU), and average time per visit exceeding nearly every other social media site.
As one begins to examine each number, while the platform may be growing in visitor count, advertisers seem less confident in it. Approximately 10 percent of the users create approximately 92 percent of the content generated. Video usage appears to continue to rise in popularity as well.
This article will provide the current data about X.com using the tools of Semrush, SimilarWeb, Backlinko, SQ Magazine, and original X.com data to assist both Content Strategist(s) and businesses in planning their video content strategies based on X.com data.
Whether it is comparing your own activity to that of others or creating a video content strategy on X.com, this article demonstrates the data collection through these resources for 2026.
Summary Traffic Data for X.com (March 2026)
The Month of March in 2026 was a record-breaking period for X.com in terms of traffic and included a significant increase in total visits.
- During March 2026, X.com had 4.44 Billion Total Visits, representing a gain of 35.31% over the 3.28 Billion Total Visits during February. Additionally, when compared to January with its 3.8 Billion Total Visits, March was also the highest month for Q1 in terms of traffic. [Semrush]
- Average session length on X.com in March 2026 totaled 17 minutes and 19 seconds. As such, the average visitor remains engaged long after viewing their initial content. [Semrush]
- As reported by the company itself, the average user uses the service for 32 minutes every day. [Backlinko]
- The platform has seen over 500 million new posts added per day, and 360,000 new posts are added to the platform per minute. [SQ Magazine]
In addition to their normal high-traffic volume, X.com experiences sudden increases in traffic at times because of news or special events taking place on the platform.
A variety of reasons can cause the spike in usage for a platform receiving nearly 4.44 billion visitors per month, with an average visit lasting 17 minutes, should be considered when deciding how to distribute your content.
Data on the Audience for X.com (2026) – Who Uses X?
Similarly to many other social media services, the demographics using the X.com audience show there’s a strong bias towards males who are 25 through 34 years of age, as well as they live in limited geographical areas.
- By the end of 2026, X.com will have roughly 570 million active users on a monthly basis and around 259 million active users on a daily basis. The DAU represents a 6.6 percent increase from last year.
- More than one-third (37.5%) of all registered users use X.com to access information related to news & current events. This is the most represented group of users on the platform.
- This particular demographic is also typically the primarydecision-making demographic and buying demographic for most B2B and B2C advertisers. [SQ Magazine]
- Of all visitors to X.com, 67.66% of X.com visitors are male, and 32.34% are female. Source: SimilarWeb
- 59.7% of users access X primarily for news and current events. As such, news-related purposes represent the primary use-case for the platform by a wide margin. [Originality.ai]
Traffic Statistics for X.com by Country and Device
The country – and device-based split for traffic on X.com will likely affect how content should be formatted and which geographic regions merit targeting.
Countries by Traffic Share:
United States: It appears that anywhere from 104 to 111 million users reside in the United States and contribute to roughly 22 to 27 percent of global traffic. The U.S. represents the largest individual market on X. [Backlinko]
Japan: Representing the second-largest market globally, Japan contributes to approximately twelve percent of global traffic shares and boasts a very active and loyal user base. [Semrush]
Brazil is ranked in terms of traffic volume for X.com as the third largest country and has one of the fastest growing populations of users. Therefore, it will be an attractive target market for companies who produce content with a Spanish or Portuguese language. [Semrush]
Statistics for Devices Used at X.com
Mobile device usage accounts for approximately 90% of all X.com use. Due to this fact, mobile first video formats and vertical video formats will need to be developed in order to have adequate performance in video content. [Wytlabs]
On average, desktop sessions have a greater average length of time spent browsing when compared to mobile sessions. As such, desktop users are considered to be a high intent group for long form video or link based content.
Traffic Originating on Other Sites That Drive Traffic to X.com
Understanding where X.com’s traffic is coming from can provide insights into how reliant X.com is on users returning to their site repeatedly and/or finding it through referral sites versus searching for it using search engines. The data provided by Semrush indicates that:
- 79.22% of all traffic for x.com was generated directly through the website. This means that users are typing in the url themselves (or are revisiting previous bookmarks) instead of arriving at the site through search engine queries.
- 9.52% of traffic for x.com came from Google searches. This makes organic search results the next best source of traffic behind direct access.
- Artificial intelligence (AI)-driven traffic on X.com is emerging: According to Semrush data, X receives nine million visits from kindredlabs.ai and six million from x.ai; as such, AI-powered tools and summary pages continue to expand X’s role within AI-driven search and toolsets.
The majority of X’s users are repeat visitors. They do not find X while browsing through Google or Facebook advertisements. They return to visit X repeatedly, as they have developed a routine.
Posting frequency is much more important to repeat viewers of an account on X than how likely it is for new viewers to see their post (discoverability).
X.com Statistics Related To Video Content Metrics
In 2026, video is the fasted growing type of content on X. In addition, the data provided about video usage metrics on X.com in 2026 supports including video as part of your overall video-based content marketing plan.
- Video constitutes 42% of all content types posted to X.com, with video views increasing at 40% YoY. [SQ Magazine]
- Year-over-year retweets increased 35%, while replies increased 21%; both increases were consistent with media-rich posts.
- Average organic engagement rate for X.com across industries stands at .015 percent; meanwhile, image-based posts exhibit a slightly greater engagement rate than video-based posts; image-based posts averaged 2.09 percent engagement as the greatest engagement rate among all formats. [SQ Magazine]
- X.com offers Video Activity Dashboards (VAD) providing creators with data relating to view rates, completion rates, and retention rates for each post; allowing creators to develop optimal strategies similar to those employed by YouTube creators.
Historically speaking, video has never been the primary focus of X; however, the audience is quickly trending towardsvideo-centric preferences.
A great many video advertisers who have built user habit around video on YouTube and/or Instagram have begun to do so on X. Engagement metrics support their success.
Available data collected by X.com concerning video marketing implies several things
80 – 90% of users of X.com represent passive consumers, and consume more than they produce. Therefore, the use of short-form video fits well into the behavior of passive consumption since the viewer must continue to watch the video through its entirety versus engaging with your video through conversation.
90% of users of X.com engage with the platform using a mobile device. As such, video formats should be created with a “mobile first” strategy in mind. Vertical or square frame videos are preferable over horizontal ones, which were originally developed for YouTube. Although horizontal videos may perform reasonably well when viewed vertically on a mobile device, performance will still be less than optimal without optimization for viewing on a mobile device.
Top three markets based upon traffic on X.com include: United States, Japan, and Brazil. If your video content is currently limited to being delivered in English, but is receiving high levels of traffic from users located within Japan and Brazil; adding localized language subtitles to your video content will likely increase your market share within countries where X.com has presence.
Advertising on X.com is also relatively inexpensive with regards to cost per thousand impressions (CPM). With regard to CPM pricing on X.com, the current price as of early 2026 is $0.86. This represents one of the lowest prices among all major social media platforms. Due to the low costs associated with testing creative assets before investing money into large-scale campaigns, creating video-based advertisements on X.com offers brands an affordable solution to test and invest in video-related marketing initiatives.
Fewer than 4% of marketers consider X.com a safe environment for branding. As such, if you plan to implement paid video advertising on X.com, implementing allow lists enables brands to limit exposure to low quality placements while allowing them to leverage lower CPM pricing models.
FAQ
Will it be advisable to invest in X.com as a Video Marketing vehicle in 2026?
X.com will likely be a good place to put video marketing dollars, based on the traffic numbers. However, this is dependent upon several factors. A total of 4.44 billion people visit X.com each month; with that many eyeballs available, we can also see that they spend nearly 17 minutes per session. With these large amounts of time spent at the site and a CPM of $0.86, you can get a lot of bang for your buck by getting your message distributed through X.com.
But you will want to keep an eye on your brand safety. The companies having success with their branding on X in 2026 have made a deliberate effort to target a specific audience instead of running a campaign across all content categories.
What type of video content works best on X.com?
Short and punchy videos that include captions work best because the majority of viewers will watch videos on X.com through the app with audio muted by default. Since the majority of viewers will be watching your videos with no audio, creating a strong visual element in the first few seconds of each video along with using on-screen text to carry the message in your video can result in above-average completion rates and click-through metrics.
To measure the effectiveness of your video content, view the metrics in the Video Activity Dashboard (completion rates, click-through rates) as opposed to measuring impressions and likes.
If you would like some additional information about creating engaging video content with high levels of retention, follow this link for a complete guide on video retention.
Closing Thoughts
The 2026 X.com statistics suggest that X.com is not dying off; however, it is evolving. As indicated previously, traffic is increasing. Sessions are long enough to allow users to view several videos before leaving the site.
Additionally, video consumption is experiencing growth of 40% per year. The demographics of the user base continue to skew towards younger adults who tend to return to the same website every day. What has changed is who is advertising, and how confident they are in their ability to do so effectively.
If you create short-form video libraries that you currently distribute on various websites or apps for other brands, X.com offers a new opportunity for video marketers. Although your existing library of content may require editing based upon the requirements of the X.com platform, it does not necessarily need to be rebuilt.
Your goal should focus on cutting the video appropriately for the format of the X.com platform, and developing a strong opening within the first two seconds of the video.
This represents the creative side of what needs to happen to effectively edit and deliver your video content on X.com. Vidpros provides fractional video editing services designed specifically for teams looking to develop and deliver video content across multiple platforms. Watch the demo or start with the $100 trial. One long video or ten short ones.
