Is this (finally) the end for X? Delicate Musk-Trump relationship and growing rivals spell trouble for platform

Was that the week that marked the death of X? The platform formerly regarded as a utopian market square for exchanging information has suffered its largest exodus to date.

Bluesky, emerging as X’s newest rival, has amassed 16 million users, including 1 million in the course of 24 hours last week. Hundreds of thousands of people have quit the former Twitter since Donald Trump’s election victory on 6 November.

The catalyst is X’s owner, Elon Musk, the world’s richest man, who transformed the social media site and used it as a megaphone to blast Trump into the White House.

The US president-elect said Musk would head the new Department of Government Efficiency, the acronym for which, Doge, is a pun on the dog internet meme and the Dogecoin cryptocurrency, started as a joke by its creators, which jumped in value after Musk dubbed it “the people’s cypto” in 2021.

Musk now sits at the heart of the US government, yet requires no Senate approval for his actions and can continue to work in the private sector. He’s allowed to keep X and his 204 million followers, as well as head his electric car company Tesla and rocket company SpaceX. For the first time in history, a big tech billionaire is now shaping democracy not just indirectly, via his media, but directly.

“I’m not aware of any precedent for this approach,” said Rob Enderle, president of the technology analyst firm Enderle, who has worked with companies including Microsoft, Sony and Dell.

As recently as 2022, Musk tweeted that “for Twitter to deserve public trust, it must be politically neutral, which effectively means upsetting the far right and the far left equally.” He tweeted that “Trump would be 82 at end of his term, which is too old to be chief executive of anything, let alone the United States of America.”

Months later, when Musk bought Twitter for $44bn, he fired content moderators and charged for account verification, which meant people could buy influence. Twitter was rebranded to X, shed millions of users and reinstated Trumps’s account, suspended after the White House insurrection in January 2021.

The proliferation on X of alt-right diatribe, hate speech and bots, as well as Musk’s own clash with the UK government during the riots in August, have led to mounting disquiet among X users. The Guardian and Observer announced last week that their presence on the site was now untenable and they would no longer post. Stephen King, the author, left, saying it had become “too toxic”. Oscar-winners Barbra Streisand and Jamie Lee Curtis have departed the platform.