If you’re steering social media strategy for a Canadian government organization these days, you’ve probably noticed things are getting a little more complicated with X (formerly Twitter). This popular platform, which most public sector organizations have widely used for well over a decade, isn’t quite what it used to be.
Between decreased engagement, shifting moderation rules, general toxicity, the politicization of nearly every topic, and increasingly vocal critics, many organizations have started eyeing the direct alternatives, specifically Threads and Bluesky. But is switching easily justified? And just how many Canadian X users have even left in the first place?
While a variety of headlines claim that a mass exodus has occurred on X, official Canadian usage statistics for these platforms are extremely hard to come across.
Global statistics? Plenty available. American-specific numbers? Easy enough to find a multitude of reports. However, when it comes to specifically Canadian usage data, we Canucks are often left to pick up scraps of statistically insignificant surveys with questionable methodologies or severely out-of-date research.
While I don’t have a magic bullet answer to this dilemma, I thought it would be useful to write up a post that shows a consistent way of calculating approximate Canadian usage statistics for these niche platforms in a consistent manner, at least until a better option appears.
Let’s break down the numbers.
Global Monthly Active Users
Using official platform sources, these are the most recently reported Global Monthly Active Users (MAUs) for each of the three platforms we’re looking at today. I am purposely omitting 3rd party data sources. By all means, if you have more recent data from an official internal source that can be publicly disclosed, please let me know. I’ll update this post accordingly. I’ve asked a few of mine, and they confirmed these numbers as official.
- Global MAUs on X: ~600 million (Source: Elon Musk, May 2024)
- Global MAUs on Threads: ~320 million (Source: Mark Zuckerberg, Jan 2025)
- Global MAUs on Bluesky: ~30 million (Source: Jay Graber, Mar 2025)
U.S. Monthly Active Users
In the absence of any recent official MAU numbers provided by the platforms at the country level, we have to rely on 3rd party data sources. These tend to vary widely depending on the methodology used. At least for the U.S., there are plenty to choose from, so what I’ve done below is provide a range along with a link to the source claiming the higher number in the range. If you need a single number, a safe bet is to pick one that represents the middle of the range.
- U.S. MAUs on X: 70-104 million (Mar 2025)
- U.S. MAUs on Threads: 25-30 million (Jan 2025)
- U.S. MAUs on Bluesky: 4-6 million (Mar 2025)
Canadian Monthly Active Users
This is where things get tricky. Unlike in the U.S., there is no widely available third-party tracking of Canadian-specific social media MAUs. Occasionally, small-scale surveys provide snapshots, but these often rely on limited sample sizes that are in no way representative. Since no official sources exist and third-party data is scarce, I’ve used a ratio-based extrapolation technique, applying U.S. social media usage rates to Canada’s population (~12.3% of the U.S.). After rounding the numbers, I cross-checked them against the few available 3rd party reports to ensure they fell within a reasonable range (spoiler: they did). While I realize that this method isn’t perfect, it offers a consistent, data-backed approach to estimating Canadian usage until better official reporting becomes available. Here are the ranges:
- Canadian MAUs on X: 9-13 million (estimate)
- Canadian MAUs on Threads: 3-4 million (estimate)
- Canadian MAUs on Bluesky: 0.5-0.7 million (estimate)
To simplify further, I used the average of each range.
- Canadian MAUs on X: ~11 million (estimate)
- Canadian MAUs on Threads: ~3.5 million (estimate)
- Canadian MAUs on Bluesky: ~0.6 million (estimate)
And here are the numbers as a percentage of the total Canadian population (ages 13+) along with a corresponding bar chart for those that prefer visuals.
- Canadian MAUs on X: ~31%
- Canadian MAUs on Threads: ~10%
- Canadian MAUs on Bluesky: ~1.7%
So, what do these numbers actually mean for public sector organizations wondering what to do with X?
They mean a few things. Here’s a summary.
1. X Still Has a Significant Canadian Audience
Despite its challenges, X remains one of the largest social media platforms in Canada, with an estimated 11 million monthly active users. While that’s only approximately one-third of Facebook’s Canadian users and definitely far less representative, X continues to be a primary hub for journalists, policymakers, advocacy groups, and engaged citizens. There’s also a sizeable silent audience that may not be engaged but is exposed to the content. For government and non-profits that rely on real-time updates, crisis communication, and media engagement, it remains difficult to ignore. It’s also worth noting that X posts are still indexed by Google, affecting what you see when using AI search tools, making it an important component of your organization’s digital footprint.
However, staying on X now requires careful risk assessment. Engagement is declining, key features like research API access and account verification are paywalled, and moderation policies remain unpredictable. The platform has also become increasingly polarized, raising concerns about reputational risk. One notable change is the Community Notes feature, which allows users to fact-check and add context to misleading posts. Some argue this system is working well, providing a crowdsourced approach to misinformation control. Others, however, remain skeptical about its effectiveness and consistency. It should be noted that Community Notes are now also being adopted by Meta, so organizations may want to get used to working with them.
2. Threads is Gaining Ground, but Adoption is Gradual
Threads has seen impressive global growth, reaching ~320 million monthly active users, making it the most significant direct competitor to X. In Canada, the estimated 3.5 million active users is a respectable number, but it is still far behind X in terms of reach.
Its biggest advantage? Its seamless integration with Instagram as a Meta entity. Many Canadian public sector organizations already have established Instagram accounts, making it easy to cross-promote and migrate audiences over to Threads. Meta has also been rolling out new features to make Threads more appealing for real-time conversations, including improved search functionality and a better desktop experience, two areas where X has long been dominant.
However, Threads is still evolving, and its long-term viability remains uncertain. Unlike X, which is deeply embedded in political and media discussions, Threads currently feels more casual, more brand-friendly, and less focused on breaking news. This presents both an opportunity and a challenge.
3. Bluesky is Still Super Niche but Has Potential
Bluesky, the decentralized social platform originally incubated by Twitter and launched as an independent project, has been growing steadily, recently surpassing 30 million global users. In Canada, the reasonable estimate is 0.6 million monthly active users, making it a much smaller player compared to X and Threads. While Bluesky was initially backed by Twitter co-founder Jack Dorsey, he stepped down from its board in May 2024 and is no longer involved in the platform’s operations. Today, Bluesky functions as an independent public benefit company led by CEO Jay Graber.
Despite its lower adoption, Bluesky has strong appeal among journalists, academics, and digital rights advocates, the very groups that often drive public discourse. Its decentralized model, which gives users more control over their feeds and reduces reliance on centralized moderation, has been a key selling point. Some organizations see it as a more transparent, less algorithm-driven alternative to X.
That said, Bluesky is still in its early stages. Many features that public sector organizations rely on (such as advanced search, organizational accounts, and API integrations) are still limited or in development. The platform also lacks the broad public audience that governments and non-profits often need to reach.
Should Public Sector Organizations Shift Away from X?
There’s no universal answer, but your decision should be based on data, not assumptions. If X continues to deliver value, it may still warrant a presence. If engagement is dropping or your audience is becoming less active, it could be time to reassess your priorities. Reducing your presence doesn’t mean abandoning the platform entirely. Many organizations choose to scale back gradually, update service standards if needed, and let their audience know where else they can be reached. This helps preserve transparency, manage expectations, and maintain your digital footprint.
Before making a decision, consider the following three factors:
1. Audience Behaviour
Is your audience still there—and still engaging?
If key stakeholders such as media, policymakers, and advocacy groups are continuing to interact with your content, it may make sense to stay. However, if engagement metrics are falling or your content is reaching fewer people, it might be time to invest more in other platforms. Use platform analytics, referral data, and direct engagement trends to guide your decision-making.
2. Reputational and Operational Risks
X has become less stable. Policy changes, inconsistent moderation, and a rise in misinformation and polarization have made the platform riskier for public sector use. The Community Notes feature is a step toward improved transparency, but its effectiveness is still debated. Complicating matters further, leaving X can be interpreted as a political statement, even if that is not your intent.
For government organizations expected to remain neutral, this creates a delicate balance. You can minimize risk by clearly explaining any changes in platform use and focusing on operational reasoning, such as audience engagement or accessibility. Communicate thoughtfully, make changes gradually, and ensure your website and other platforms are up to date.
3. Strategic Diversification
No single platform is likely to replace X in the short term. A better approach is to diversify your presence. That might include:
- Maintaining a limited but visible presence on X while tracking performance
- Expanding to Threads if you already have an established Instagram audience
- Exploring Bluesky if your work connects with tech-savvy, policy-focused communities
- Communicating clearly across all platforms about how and where to engage with you
This approach provides flexibility without losing important points of contact.
Some Final Thoughts
Social media strategies in the public sector need to be data-informed, audience-aware, and reputationally sound. If X still supports your objectives, stay, but start building redundancy. Test alternative platforms, establish a presence where your X audience is heading, and create a transition plan in case X no longer meets your needs.
The landscape is evolving. Staying flexible, strategic, and transparent will help ensure your communications remain effective and resilient, no matter where the platforms go next.
Oh, and please let me know if you see any updated official Canadian usage statistics for any of these three platforms. That would be much appreciated!
DISCLAIMER: This post was 95% written by me, Mike Kujawski, a human. I used AI for outlining, research assistance, and grammar checks. And yes—I was using occasional em dashes long before AI made them trendy.
Be First to Comment