X Users Are Flocking to Bluesky – But What Is It and Who Runs It?

If you've noticed the name Bluesky cropping up lately on your social media feeds and wondered what it's all about, you're not alone. This rising platform has emerged as a popular alternative to Elon Musk’s X (formerly Twitter) and is picking up steam rapidly.

Bluesky is attracting around one million new users a day, bringing its total user count to 16.7 million at the time of writing—a number that is rising so quickly it may already be outdated as you read this.

So, what is Bluesky, who’s behind it, and why is it becoming so popular?

What is Bluesky?

Bluesky presents itself as “social media as it should be.” At first glance, its interface looks very familiar—users can post, comment, repost, and like content, much like Twitter or X.

The key difference is that Bluesky is decentralized. This means users’ data can be hosted on independent servers, not just on servers owned by Bluesky.

For the average user, this simply means signing up with a username that often includes the “.bsky.social” suffix. However, the platform also allows those more tech-savvy to register using custom domains that they own.

Who Created Bluesky?

Bluesky has deep roots in Twitter’s past. It was founded by Jack Dorsey, the co-founder and former CEO of Twitter. Dorsey envisioned Bluesky as a decentralized version of Twitter, where no single entity would have complete control.

However, Dorsey stepped away from Bluesky’s leadership in May 2024 and deleted his account in September. The platform is now led by Jay Graber and operates as a public benefit corporation in the United States.

Why is Bluesky Growing So Quickly?

Bluesky has existed since 2019 but only opened to the public in February 2024 after operating on an invite-only basis. This strategy gave developers time to iron out technical issues before welcoming a broader audience.

Despite the preparation, the platform’s recent surge in users has caused occasional outages—particularly during notable events like the U.S. elections in November.

The platform’s growth coincides with rising dissatisfaction with X:

Elon Musk’s vocal support of certain political figures, like Donald Trump, has pushed some users to leave X in protest.
News outlets, such as The Guardian, have also distanced themselves from X, calling it “a toxic media platform.”

Bluesky’s appeal lies in its resemblance to Twitter’s early days, combined with a fresh approach that attracts both individual users and celebrities. Notable names like Lizzo, Jamie Lee Curtis, Ben Stiller, and Patton Oswalt have joined, with many reducing their X activity or leaving the platform altogether.

While Bluesky’s growth is impressive, it still faces an uphill battle. X, despite its controversies, reportedly sees daily usage from over 250 million people.

How Does Bluesky Make Money?

Bluesky initially relied on venture capital funding to get off the ground, raising millions of dollars from investors. However, with user numbers skyrocketing, it will need a sustainable revenue model to support its infrastructure.

Unlike Twitter in its prime, Bluesky aims to avoid traditional advertising. Instead, the platform is exploring alternative monetization methods:

Custom usernames: Users could pay to personalize their handles, using custom domains (e.g., @user.co.uk) rather than the default “.bsky.social.”
- This would also act as a form of verification since only domain owners could authorize its use.
Subscription-based features: While not confirmed, subscriptions remain a potential option for generating revenue.

It’s worth noting that struggling to make a profit isn’t unusual for tech startups. Even Twitter only turned a profit twice during its years as a public company—before being bought by Elon Musk for $44 billion in 2022.

What’s Next for Bluesky?

Bluesky’s future is uncertain, but its momentum is undeniable. The platform’s rapid growth shows there’s demand for alternatives to X, especially ones that prioritize user experience and decentralization.

Whether it becomes a major competitor or remains a niche alternative depends on its ability to retain users, innovate, and find a sustainable business model.

For now, Bluesky offers a fresh start for social media users looking for something familiar, yet different. If its rise continues, it may just shape the future of online conversations.

Enjoy exploring, and stay tuned—Bluesky might be the platform to watch!