What is Bluesky? The app gaining traction as users abandon X

Bluesky is a decentralised social media platform designed to give users more control over their data and online experience.
It was originally developed within Twitter, which is now called X, but is now a separate entity.
Bluesky operates on a system that connects different networks or “servers” through a federated structure, allowing people to interact across various independent platforms while maintaining control over their content and privacy.
Unlike traditional social media platforms such as X and Facebook, which are centralised and controlled by one company, Bluesky provides an alternative that aims to mitigate issues such as censorship, data privacy concerns and centralised control.
• The rise of Bluesky and what it could mean for Elon Musk’s X
Bluesky is owned by Bluesky PBLLC (public benefit limited liability company), an independent organisation, although it was initially funded and developed under Twitter.
The platform was founded in 2019 by Jack Dorsey, the former chief executive of Twitter, as part of an initiative to explore decentralised technologies.
In 2021 Bluesky spun off from Twitter and became an independent entity, with Dorsey continuing to support the platform as an adviser.
As a public benefit company, Bluesky operates with the goal of promoting user control, privacy and freedom of expression in a more open and transparent environment, separate from corporate influence.
Following the US election Bluesky experienced a surge in new downloads, with 700,000 new sign-ups in one week, mainly from the US and UK, as dissatisfied users of X hunted for an alternative.
Under Elon Musk’s ownership, and with his open endorsement of Donald Trump, X has faced criticism for issues such as content moderation, increased spam and a rise in offensive posts.
Bluesky has attracted high-profile figures such as the US congresswoman Alexandria Ocasio-Cortez, who has praised it as a more welcoming digital space.
Bluesky faces competition from several alternative social media platforms. One of its biggest rivals is Threads, Meta’s Twitter alternative, which has had huge growth, with 275 million active monthly users.
Another competitor is Mastodon, a decentralised social network that operates across a federation of servers.
Nostr, an open protocol social network, is also gaining popularity due to its focus on privacy and censorship resistance.
Hive Social is a platform that blends elements of Twitter and Instagram, offering a community-focused platform with more options for individual autonomy and customisation.