Here’s something unexpected: X, the social network formerly known as Twitter, is raking in more money from mobile users even as fewer people are logging in daily. New data reveals that global consumer spending on X’s mobile apps jumped by 76.3% year-over-year, hitting $13.4 million in January 2025 compared to $7.6 million the previous year. But here’s the twist—daily active users have actually dropped by about 13% in the same period.

So, what’s driving this spending spree? Experts point to a few key factors. First, X rolled out Grok, its AI chatbot, in late 2023, which seems to have sparked a surge in in-app purchases. Then there’s the NFL portal, added in November, which likely boosted engagement among sports fans. These moves appear to have paid off, especially in the U.S., where mobile spending grew by 61.4% year-over-year.

But it’s not all smooth sailing. While spending peaked in December 2024 at $25.6 million, it dipped in other months, like February, which saw just $9.6 million. And despite the cash flow, X is losing ground to competitors like Instagram Threads and Bluesky, which saw daily active users skyrocket by 170% and 495%, respectively.

The top in-app purchases? X Premium subscriptions take the lead, with users shelling out $11 a month for the basic plan and up to $114.99 for an annual subscription. Even Elon Musk’s personal account subscription made the top five.

While X isn’t sharing its internal user numbers, one thing’s clear: the platform is betting big on new features to keep users spending, even if they’re logging in less often. Will it be enough to stay ahead of the competition? Only time will tell.