As Threads and
On Friday, Bluesky reported that it is now the app’s turn 40 million usersan increase from the 38 million it reported in August.
So Bluesky still resonates with some users, despite seemingly dropping out of the main race for a Twitter alternative. At one point, its similarities to Twitter seemed to make it the next best thing. But since then, Threads has used its connection to Instagram to catapult itself to 400 million monthly active users, while X has remained steady, based on reported user numbers.
That’s relegated Bluesky to “also-managed” status, even though it’s created a dedicated, passionate audience of intelligent contributors who won’t come after me in the comments at all for having the audacity to criticize their favorite app.
I should note that Bluesky’s growth has slowed significantly from its initial peaks.
Bluesky had about 5 million users until August last year, before seeing an influx of interest as users turned away from X.
Between September and November last year, Bluesky added another 15 million users, increasing to 20 million users by the end of that month. That was a big boost to growth momentum, and the sudden interest certainly piqued the interest of investors and the broader tech community.
But since then, Bluesky’s growth has largely reverted to the mean.
Another 10 million users were added between November 2024 and March 2025, bringing the total to 30 million. And now the 40 million level has been reached, after another seven months.
So Bluesky switched to adding at its peak about 5 million new users per monthto now add about 1.4 million per month. And while any growth is positive, especially when it involves millions of people, it’s a notable shift in popularity that likely won’t be enough to sustain the app in the long run, especially if the ad influx looks like it’s going to hold up.
But for now, Bluesky is still working on building out the platform and has added a range of new features in recent months, including improved sharing of images and videosupdated ranking of ‘social proximity’, don’t like messagesand more.
It’s been recently too a new logo launched to reflect its evolving platform.
Bluesky also says that relative engagement with the app, in various community discussions, riseswhile it also achieved 2 billion cumulative messages in October.
That, if you average out, amounts to about 1.4 million posts per day on the app since it launched in 2021. That’s quite significant, and considering it took a long time for Bluesky to catch on, that’s a lot of activity.
Although it’s also worth noting that posting activities in the app is steadily decrease over time:
So should your brand want to build a presence on Bluesky?
Well, it depends on your target audience and where they interact. It’s definitely worth taking a look and seeing what’s happening in the app around the topics you’re focusing on, and thinking about what types of discussions might be happening not only on Bluesky, but also on other platforms from within the app. The Bluesky userbase is generally quite dedicated and focused on the topics they post about, and in that sense they can also be influential depending on the topic.
In terms of the widest possible reach: no, Bluesky is not, but it has proven its worth for some groups and users, which could be of interest.
And while there are no ads on Bluesky yet, I think there will be soon. Because that start-up financing will run out at some point.
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