Journalists Are More Active on Bluesky Than X, New Report Shows

A recent study has found that journalists are increasingly favouring Bluesky over X (formerly Twitter) when it comes to engagement and activity, signaling a shift in the digital habits of the media industry.

According to new research by communications agency Fire on the Hill, conducted in partnership with Mercury Analytics, Bluesky has become the second-most used social platform by journalists after X. The findings are based on a survey of over 460 journalists in the U.K. and U.S., carried out in December 2024 and January 2025.

While X remains the most widely used platform, with 76% of journalists maintaining accounts, Bluesky follows with 25%, ahead of Threads (17%) and Mastodon (9%).

But the real difference lies in how actively journalists are using these platforms.

More than 81% of journalists on Bluesky had posted within the month of the study. By contrast, only 42% of journalists on X had done the same. Threads and Mastodon saw even lower engagement, at 16% and 7%, respectively.

The report notes that X is no longer seen as a “valuable resource for breaking news” and claims the platform has “moved decisively to the political right.” As a result, journalists are seeking alternatives that better align with their values and allow for open dialogue.

David Clare, director and head of digital at Fire on the Hill, stated:

“While many journalists still have X accounts, it's clear they are using Bluesky more frequently and meaningfully.”

Chris Clarke, cofounder of the agency, added that organizations and media outlets are reevaluating their presence on platforms like X due to brand perception and ethical alignment:

“We've seen a growing number of departures from X for values-based reasons. This should prompt brands to think carefully about where they engage.”

Since Elon Musk’s acquisition of Twitter in 2022 and its rebranding as X in mid-2023, the platform has been plagued by brand safety issues. Despite a recent report suggesting X has regained its $44 billion valuation, the same amount Musk paid for it, its public perception continues to face challenges – particularly among the media.