Brazil’s recent ban on Elon Musk’s social media platform X has provided a major boost to its smaller competitor, Bluesky.
Millions of users have flocked to the platform in search of an alternative to voice their opinions online.
Bluesky reported it attracted two million new users in just one week following the ban on X, which Brazil’s Supreme Court imposed. The surge in traffic on Wednesday caused intermittent outages and performance issues, as Bluesky developers struggled to keep up with the unprecedented demand.
In a post, Bluesky developer Paul Frazee said:
“There will almost certainly be some outages and performance issues.
“We’ve never seen traffic like this. Hang with us!”
The increase in activity was particularly driven by users from Brazil, who set new all-time highs for engagement on the platform, according to Bluesky’s updates.
The app quickly became the top free download on Brazil’s iOS App Store, followed closely by Threads, another X alternative created by Meta Platforms, which also owns Facebook and Instagram.
The surge in Bluesky’s popularity follows a decision by Brazil’s Supreme Court to ban X across the country.
The court’s order came after X refused to comply with legal requirements. This included appointing a new legal representative and adhering to content moderation rules set by the Brazilian government.
Justice Alexandre de Moraes, who issued the ruling, also imposed daily fines on people and businesses found using virtual private networks (VPNs) or other methods to access X while the ban was in effect.
The suspension of X has caused significant disruption, as the platform had an estimated 22 million users in Brazil.
Musk’s platform, formerly known as Twitter, had indicated before the ban it would not comply with Brazilian court orders regarding content moderation policies.
Bluesky Rises as an Alternative
Competing with Established Platforms
Bluesky, which was initially launched in 2019 as a decentralized social protocol project backed by Twitter co-founder Jack Dorsey, became an independent company in 2021.
However, Dorsey severed ties with the platform earlier this year.
The competition between Bluesky, Meta’s Threads, and the decentralized network Mastodon has intensified as all three platforms seek to capture market share in the wake of controversies surrounding Musk’s acquisition and rebranding of Twitter into X.
Bluesky’s recent surge in Brazil is a testament to its growing appeal, even as it faces challenges in handling the sudden influx of new users.
Meanwhile, Threads, which emerged as a serious competitor, now boasts over 200 million monthly active users, according to Instagram head Adam Mosseri.
Mastodon and other decentralized networks have also seen increases in user numbers, but none of these platforms have yet been able to pose a significant threat to X’s dominance.
Market Share Battle
X’s Continued Influence
Despite the controversies and the exit of some advertisers and users, X remains a formidable force in the social media landscape.
In May, Musk revealed that X had reached 600 million monthly active users, with around 300 million daily active users. While Threads and Bluesky have gained traction, particularly in markets like Brazil and the UK, neither platform has been able to unseat X as the leading microblogging platform globally.
Brazil’s shift away from X could be a critical moment in this ongoing competition, as users experiment with new platforms and social media dynamics shift.
For now, Bluesky’s rapid growth in the region suggests that it is benefiting from the void left by X’s suspension, though long-term success will depend on its ability to handle increased traffic and keep users engaged.
