X Sees European Growth in Latest DSA Report: What It Means for Marketers and Creators in 2025

 

After months of uncertainty about user engagement, X (formerly Twitter) is finally showing a sign of recovery—at least in Europe.
According to new data submitted under the EU’s Digital Services Act (DSA), X recorded a modest but notable increase in active users across the region during the first half of 2025. While not yet a full comeback, this uptick suggests that Elon Musk’s renewed product focus and algorithmic adjustments might be stabilizing the platform after two years of turbulence.

This latest DSA transparency report is more than just numbers—it’s a roadmap of where X stands in the social media ecosystem, and what opportunities remain for brands, creators, and advertisers looking to reconnect with audiences on the platform.

1. The Context: Why the DSA Report Matters

The Digital Services Act, implemented in 2023, requires major online platforms (so-called Very Large Online Platforms or VLOPs) to publish detailed transparency reports every six months.
These reports disclose active user counts, moderation activity, and other operational data—offering a rare window into how platforms are actually performing, beyond their own press releases.

For X, which has kept most of its internal metrics private since Musk’s acquisition, the DSA report is one of the only reliable external data points available.

The most recent filing, covering April–June 2025, reveals that:

• Monthly active users (MAUs) in the EU increased by around 7 million, reversing several quarters of decline.
• Total European reach now stands at approximately 81 million users, still below the 2023 peak of ~100 million, but higher than early 2024 levels.
• Engagement per user—measured via interactions and replies—has slightly improved as well.

This data might not scream “massive growth,” but in a climate where X was predicted to lose up to 30% of its active user base globally, a plateau or mild rebound is already positive news.

2. The Signals: What’s Driving the Uptick

A few recent changes likely contributed to X’s recovery in Europe:

Improved User Experience

The platform has been gradually refining its feed ranking algorithms, balancing political discourse, creator posts, and verified content more effectively.
Users report fewer irrelevant recommendations and better discovery through the For You feed.

Community-Focused Features

X has emphasized communities and vertical-specific topics (tech, sports, crypto, and AI). These micro-spaces keep engagement more contextual and relevant.

Content Incentives

The Creator Ads Revenue Share Program has drawn creators back to X. When users see others earning from the platform again, they’re more inclined to post consistently.

Musk’s “Freedom of Speech, Not Reach” Policy

Although controversial, this moderation policy has improved perception among certain audiences who value transparency in content control.

In combination, these adjustments suggest X is refining its balance between monetization, algorithmic control, and community vitality—something it struggled with in 2023–2024.

3. What the Numbers Mean for Marketers

If you’re managing social media strategy for a brand or working as a digital creator, the DSA report’s findings should prompt re-evaluation of your X strategy.

3.1. Reconsider Platform Abandonment

Many marketers deprioritized X in 2024, moving budget to Instagram Threads, TikTok, or LinkedIn. But the new data suggests audiences haven’t completely left—they’ve just fragmented.
That means there’s still space to build organic visibility with lower ad competition.

3.2. Multi-Profile Testing Strategy

The best way to assess performance is by testing multiple accounts under different angles, tones, or audience segments.
This is where tools and frameworks such as Buy Bulk X Accounts Guide can help. Instead of relying on one profile, you can test several simultaneously—ideal for agencies or brand managers managing diverse audiences.

3.3. Opportunity for Thought Leadership

With fewer active brands on X compared to 2021–2022, consistent posting and expert commentary stand out more.
If your brand or personal voice fits into business, tech, culture, or finance, now’s the time to rebuild credibility while others remain hesitant.

3.4. Lower CPMs and Organic Reach

As ad inventory remains underutilized, cost-per-mile (CPM) rates on X Ads are relatively lower than other major platforms.
This means your campaigns can stretch further—provided you maintain relevance and timing.

4. Strategic Takeaways: How to Win on X in 2025

Refresh Your Brand Identity on X

Re-audit your profile: update banner, bio, links, and visual consistency. Brands that have kept outdated graphics or inactive bios send a “ghost brand” signal to users.

Increase Posting Frequency

Current algorithmic data shows that accounts posting 3–5 times daily have significantly better reach.
Use scheduling tools or content batching to stay visible without burnout.

Run Comparative A/B Tests

For creators managing multiple communities, running tests across different accounts can yield valuable insights—what tone converts best, what hashtags resonate, which time zones respond faster.
A resource like Buy Bulk X Accounts can streamline this scaling process, enabling controlled experimentation without risking your primary brand page.

Engage Beyond Posting

Don’t just broadcast—interact. Replies, quote posts, and polls create stickiness that X’s algorithm now rewards more heavily than passive likes.

Monitor Policy & Regional Trends

Because the EU DSA forces transparency, keep an eye on these semi-annual reports—they’re a goldmine of competitive intelligence.

5. Why Europe’s Data is a Bellwether

Europe’s user base, while smaller than North America’s, acts as a regulatory and behavioral test bed.
If X manages to sustain growth under stricter EU laws, it signals potential global recovery.

Furthermore, European advertisers are known for prioritizing trust and compliance, so if sentiment there improves, brand safety perception worldwide could follow.

It’s also worth noting that Threads, Meta’s X competitor, hasn’t seen explosive retention in the EU due to privacy concerns. That leaves a vacuum for X to fill—especially if it continues to improve discovery tools and creator incentives.

6. The Role of AI and Automation in Scaling

X’s internal push toward AI-powered moderation and content optimization is also reshaping user experience.
For brands, automation is now essential to stay competitive.

Using AI-driven social tools—especially for account management, posting cadence, and analytics—can multiply your visibility and streamline experimentation.
If you’re managing campaigns at scale, pairing your strategy with automation systems like Mass Pro or other management suites can keep performance stable while reducing manual workload.

7. The Broader Social Media Landscape

To understand X’s trajectory, we have to compare it with its peers:

• TikTok remains dominant for short-form discovery but faces ongoing government scrutiny.
• Instagram is prioritizing Reels and private sharing over public discourse.
• LinkedIn continues its professional expansion but still lacks cultural immediacy.
• Threads has yet to break beyond its early adopters.

In this ecosystem, X’s renewed stability may restore its identity as the live conversation hub—particularly for politics, breaking news, and emerging tech discussions.

That’s the niche no other app has fully replicated.

8. Key Takeaways for 2025

• X is stabilizing, not exploding—but that’s still progress.
• Europe’s recovery matters because it’s a predictive market for global sentiment.
• Creators and marketers should test early before competition returns.
• Multi-account strategies and automation tools are key to smart scaling.
• Long-term presence beats viral spikes; consistency and engagement now outweigh follower count.

9. Final Thoughts

The 2025 EU DSA report shows a platform at a crossroads—but one that’s quietly regaining ground.
If X continues balancing free expression with moderation and keeps improving monetization opportunities, it could solidify itself again as a relevant marketing channel.

For professionals, the strategy is simple:

• Learn how to scale effectively using Buy Bulk X Accounts Guide.
• Once you understand audience behavior, expand intelligently with Buy Bulk X Accounts to manage campaigns across verticals or languages.
• Combine that structure with automation tools like Mass Pro for data-driven posting and analytics.

In a fragmented social landscape, agility wins. X might never be what Twitter once was—but for those who know how to test, measure, and adapt early, it’s far from irrelevant.