# Bluesky's User Base Declines as Strategy Shifts The decentralized social network has lost nearly half of its active users since late 2024. - **Source:** [TechCrunch](https://techcrunch.com) - **Published:** 2026-08-11 - **Original article:** - **On Brifing:** https://brifing.si/s/e5a9633b-ff86-4055-9edd-c97add03b0d0 ## Bluesky's Rise and Fall Bluesky saw rapid growth after the 2024 US elections as users migrated from X. However, by 2026, its mobile app's monthly active users dropped 27.2% year-over-year to 10.4 million. Daily active users fell 25.6% to around 3 million. This decline shows the platform couldn't sustain its initial success, losing nearly half its peak user base from late 2024. ## User Loyalty and Platform Switching Data reveals monthly active users decreased from 22.1 million in Q4 2024 to 10.7 million in Q2 2026 - a 52% loss. However, the remaining users show 29% stickiness (daily/monthly active ratio), similar to Threads. This indicates Bluesky retains a core audience while losing broader appeal. ## Strategic Pivot: From App to Protocol New CEO Toni Schneider states the company now focuses more on developing the underlying AT Proto protocol than the Bluesky app itself. This shift supports new AT Proto-based initiatives like BlackSky, Eurosky, and the video-focused Skylight app, aiming to create an ecosystem beyond a single application. ## New Products and Private Data Features Bluesky launched Attie, an AI-powered research tool, and is working to add private data support. These moves target users more interested in private networking than public discourse. The strategy aims to attract a different demographic while maintaining its existing decentralized social network features. ## Competitor Landscape Data suggests Bluesky users aren't returning to X, which saw 3% fewer monthly mobile users in June and 7% fewer daily users in July (123.7 million). X remains significant with 302 million monthly app users. More notably, Meta's Threads grew daily active users by 21.3% to 147 million in July 2026, with website visits up 112% to 471.6 million. ## Where Are the Users Going? Metrics indicate many departing Bluesky users may be switching to Threads, whose website visits more than doubled year-over-year. However, it's unclear whether these are entirely new users to Twitter-like services or primarily migrants from Bluesky. The data highlights ongoing shifts in decentralized vs centralized social media preferences. ## Bluesky's Current Standing Bluesky reports 46 million registered accounts but doesn't share active usage metrics. Its 29% stickiness rate matches Threads, showing retained user engagement among remaining users. This suggests while Bluesky lost mainstream appeal, it maintains a dedicated niche audience invested in its decentralized model. ## The Future of Social Networks Bluesky's decline reveals challenges in mainstream adoption of decentralized social models. Its protocol-focused strategy could establish new standards if successful long-term. Current trends, however, show users migrating to established platforms. The situation underscores the difficulty of disrupting entrenched social media ecosystems with alternative architectures. ## Sources covering this story - https://techcrunch.com/2026/08/11/blueskys-active-user-base-is-shrinking-as-its-focus-expands-beyond-the-app/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._