You might have noticed “Bluesky” popping up across your social media feeds recently, sparking curiosity about this new platform. Bluesky is an alternative to Elon Musk’s X (formerly Twitter), featuring a similar color scheme and logo. Rapidly gaining traction, Bluesky currently adds around one million new users daily, with over 30 million users as of February 2025—a number likely to grow quickly.
What is Bluesky?
Bluesky is a decentralized social media platform, meaning users can host their data on servers beyond the company’s direct control. Unlike traditional platforms where accounts are tied to company-owned domains, Bluesky allows individuals to sign up using self-owned accounts. However, most users still opt for usernames ending with “.bsky.social.”
Who Owns Bluesky?
Bluesky was founded by former Twitter CEO Jack Dorsey, who envisioned it as a decentralized version of Twitter. Although Dorsey stepped down from the board in May 2024 and deleted his account in September, the platform continues under the leadership of CEO Jay Graber as a U.S. public benefit corporation.
Why is Bluesky Growing?
Initially launched in 2019, Bluesky remained invite-only until February 2024, allowing developers to refine the platform. Its popularity surged notably after the 2024 U.S. presidential election and controversial policy changes at X, such as alterations to the block feature and permissions for AI training on user posts. High-profile figures like Taylor Swift fans, celebrities (e.g., Lizzo, Greg Davies, Ben Stiller), and media outlets like The Guardian have migrated to Bluesky, citing concerns over X’s environment.
Monetization Strategy
Initially funded by investors and venture capital, Bluesky aims to sustain itself without traditional advertising. The company explores revenue streams like paid custom username domains and subscription-based premium features under “Bluesky+,” offering perks like high-quality video uploads and advanced profile customization.
Key Features and Functionality
Bluesky operates on the open-source AT Protocol, promoting transparency and allowing for federated networks. The app resembles X with features like posts (up to 256 characters), comments, likes, reposts, and a “Discover” feed showcasing trending content. Recent updates include direct messaging (one-to-one), a vertical video feed to rival TikTok, and enhanced security measures like email verification.
User Base and Customization
Prominent users include Rep. Alexandria Ocasio-Cortez, Mark Cuban, and Barbra Streisand, alongside news organizations like Bloomberg and The Washington Post. Customizable algorithms, called “custom feeds,” enable users to curate their content preferences.
Moderation and Controversies
Despite its growth, Bluesky has faced moderation challenges, particularly around protecting marginalized communities. After user backlash over offensive content in usernames, the platform strengthened its impersonation policy and is exploring better verification methods.
Conclusion
While Bluesky’s growth is impressive, it still trails behind competitors like Meta’s Threads, which boasts 275 million monthly active users. However, with its decentralized model, emphasis on user control, and rapid adoption, Bluesky holds potential as a formidable contender in the social media landscape.