Twitter’s rebranding to “X” in alignment with owner Elon Musk’s vision of an “everything app” has generated a mixed response from the public. However, on the U.S. App Store, this sentiment has translated into a surge of negative 1-star reviews, according to a recent analysis.
Market intelligence firm Sensor Tower’s data reveals that approximately 78% of all U.S. iOS reviews for the newly christened X app have been 1-star ratings since the official rebrand on July 24th. This is a stark increase from the 50% recorded in the preceding two weeks. Notably, the 50% figure reflects ongoing user dissatisfaction with the multitude of changes Twitter has undergone under Musk’s ownership.
The influx of new 1-star reviews is a direct response to the rebranding, as users express frustration with the new name and logo.
Despite the negative feedback, the rebranding hasn’t been entirely detrimental for the former Twitter.
Sensor Tower’s data shows that X’s global installs increased by 20% on a week-over-week basis after the rebranding. This was accompanied by a related 3-4% rise in weekly user growth. Earlier, X CEO Linda Yaccarino had claimed that app usage reached an all-time high, and on July 28, owner Elon Musk announced that monthly users had hit a new peak for the year.
However, Sensor Tower’s analysis also presents some concerning figures. Average time spent per user fell by 7% in the week following the renaming of the app to X, and daily sessions per user declined by 6%.
“Though Twitter usage and engagement typically display some volatility due to seasonality and the news cycle, some of the declines in engagement may be attributable to users’ frustration with changes to the app,” noted Abe Yousef, Senior Insights Analyst at Sensor Tower.
A radical rebranding of this magnitude was inevitably bound to provoke a backlash. While Twitter had faced challenges under previous leadership, the significant makeover and new direction for the app raise questions about its future success, especially considering the erosion of trust and goodwill among some long-time Twitter users in the process.
By: Alaa Mdawar
