News Publishers Explore Bluesky as an X Alternative

After a fairly slow start, Bluesky has begun to gain more attention from a number of publishers and news groups. The decentralized microblogging platform, often viewed as a potential alternative to Twitter/X, is now being actively explored by several news publishers.

Bluesky currently hosts 1.8 million monthly active users—a modest number compared to Meta’s Threads and Elon Musk’s X, yet it is attracting interest from diverse media organizations ranging from industry giants like The New York Times and CNN to independent outlets like The Intercept and Alaska Beacon.

The appeal of Bluesky lies in its decentralized, federated structure, allowing users greater control over their content and audiences. Bluesky’s openness to feedback and its efforts to support newsrooms, as highlighted by platform spokesperson Emily Liu, further enhance its appeal as a platform that could cater to journalism’s needs.

However, publishers are approaching the platform cautiously. While initial feedback has been positive, the lack of robust audience analytics makes it challenging for publishers to gauge their reach and impact on the platform.

While it remains to be seen if it will become a significant player in the social media landscape, its early adopters in the publishing world are watching closely, ready to pivot as the platform evolves.