Twitter, once a global social media hub for news and personal updates, has faced a significant drop in downloads after Elon Musk controversially rebranded it to “X”. A stunning report from Apptopia shows that the social media giant’s downloads fell by almost 30% in the two months following the rebranding; This is the lowest rate in more than a decade.

The web version, currently accessible via twitter.com, also showed a decline in traffic; Worldwide visits fell 10% in August compared to the previous year.

Historically, Twitter has boasted of adding 15 to 30 million new users each month since 2011. However, the latest figures show that “X” only reached 10 million users between August and September this year. This significant decline contrasts with the platform’s performance last year, when downloads fell by just 18% before Musk’s acquisition.

The diminishing appeal of “X” doesn’t end with new downloads. The app also had trouble with user retention. While the number of daily active users was 253 million in July, it decreased to 249 million in September. A similar trend is seen in monthly active users, which dropped from 398 million to 393 million during the same period.

The numbers are an obstacle for Musk, who has previously voiced a goal of reaching 1 billion monthly users by 2024. Although there was an initial increase in downloads and usage following Musk’s takeover in October, the momentum could not be sustained.

Despite the alarming numbers, it’s important to highlight Musk’s ambitious vision for the program. Since the acquisition, he has been advocating for “X” to be built to reflect the multi-functionality of apps like “WeChat.” In line with this vision, new features such as video and voice calls will be integrated into the platform soon.