Bluesky: A New Rival to Musk’s X?  

Recently, the term “Bluesky” has been generating buzz across social media platforms, leaving many curious about its nature and appeal. This emerging social media platform is seen as a viable alternative to Elon Musk’s X (formerly Twitter), bearing a similar visual aesthetic with its blue-themed logo and interface.

Bluesky has been experiencing exponential growth, reportedly adding around a million new users daily. Its user base, standing at 16.7 million at the time of writing, continues to surge, quickly making it a topic of widespread interest.

What Is Bluesky?

Bluesky markets itself as “social media as it should be.” While its layout may remind users of other platforms, including the former Twitter, it promises something distinctive. A menu bar on the left offers familiar options such as notifications, a homepage, and a search function, while users can post, comment, like, and repost content—features strikingly reminiscent of X’s functionality.

The primary distinction lies in Bluesky’s decentralized structure. Unlike traditional social media platforms where user data resides on company-owned servers, Bluesky allows users to host their data on independent servers. This setup enables users to register using their custom domains, bypassing the need for platform-specific usernames. However, most users opt for the default “.bsky.social” domain when joining.

Who Owns Bluesky?

Bluesky’s resemblance to X is no coincidence. It was conceived by Jack Dorsey, the former head of Twitter, who envisioned it as a decentralized version of his earlier creation. Dorsey once stated his goal for Bluesky was to become a platform free from ownership by any single individual or entity.

Despite his foundational role, Dorsey stepped down from Bluesky’s board in May 2024 and subsequently deleted his account in September. Bluesky is now led by CEO Jay Graber and operates as a U.S. public benefit corporation, emphasizing its commitment to serving public interests.

Why Is Bluesky Gaining Popularity?

Although Bluesky was launched in 2019, its invitation-only model persisted until February 2024, allowing developers to refine the platform and address technical glitches before opening it to the public. While this gradual rollout strategy minimized early-stage challenges, the platform has recently experienced outages due to a significant influx of users.

The surge in Bluesky’s popularity coincided with Donald Trump’s success in the November U.S. elections. Elon Musk, a vocal supporter of Trump during his campaign, is expected to play a pivotal role in his administration. This association has prompted many users to leave X, citing concerns over political affiliations.

For instance, the Guardian newspaper announced its decision to stop posting on X, calling it “a toxic media platform.” Similarly, numerous individuals and organizations have sought alternatives like Bluesky. The platform’s popularity is further bolstered by celebrity endorsements, with figures like Lizzo, Greg Davies, Ben Stiller, Jamie Lee Curtis, and Patton Oswalt joining. Many of these stars have reduced their presence on X or abandoned it altogether.

Bluesky has also achieved notable milestones in terms of app downloads. In the UK, it topped the Apple App Store’s list of free apps, highlighting its increasing global appeal. However, Bluesky still has a long way to go to rival X’s massive user base. Musk previously claimed X had 250 million daily users, and though exact numbers are unavailable, X’s total users are believed to be in the hundreds of millions.

The Revenue Challenge

The burning question for Bluesky is how it plans to sustain itself financially. Like many startups, Bluesky initially relied on venture capital funding, raising millions of dollars. However, as its user base grows, so do operational costs, necessitating a stable revenue model.

Twitter, in its prime, depended heavily on advertising revenue. Bluesky, however, has expressed its intent to avoid this route. Instead, it is exploring paid services, such as allowing users to purchase custom domain usernames. For instance, a user’s current username like “@twgerken.bsky.social” could be upgraded to “@twgerken.bbc.co.uk,” providing a professional touch while serving as a verification method.

Despite this potential, Bluesky may need to adopt broader monetization strategies, such as subscription-based features, to cover expenses. Such financial uncertainty is not unusual for tech startups. Even Twitter struggled to turn a profit before Elon Musk acquired it in 2022, with only two profitable years during its eight-year tenure as a publicly traded company.

What Lies Ahead?

Bluesky’s future remains uncertain. While its current growth trajectory is impressive, it is still far from posing a substantial threat to X’s dominance. Nevertheless, its commitment to decentralization and user autonomy resonates with many, particularly those disenchanted with traditional social media platforms.

As Bluesky continues to evolve and refine its model, its potential to disrupt the social media landscape cannot be underestimated. For now, it remains a rising star in a competitive field, striving to carve its niche.

As one observer aptly put it, “If its growth continues, anything is possible.”