Is this the end for X? Dr Max Gerrath comments on Channel 4

On 2 January Associate Professor of Marketing, Max Gerrath, featured in a Channel 4 news segment about the growing number of users abandoning X.

In the segment titled "As thousands desert Twitter, is this the end for Elon Musk’s X?", Dr Gerrath discusses the growing migration of users from X, formerly Twitter, to alternative platforms like Bluesky.

Dr Gerrath highlighted that since Elon Musk's acquisition and rebranding of Twitter to X, user dissatisfaction has increased, leading many to explore other social media options. He notes that Bluesky, with its decentralised architecture and commitment to user privacy, has become a popular choice among those seeking a new online community.

Dr Gerrath emphasised that while X reported a surge in new users during the recent US election, the overall trend indicates a significant shift towards emerging platforms like Bluesky. This migration reflects a broader desire for platforms that prioritise user autonomy and data security.

Watch the full interview on Channel 4 here