Brazil's indifference to X suspension highlights platform's declining influence

The Washington Post unveils that recent developments in Brazil highlight the declining significance of X (formerly Twitter) in the country's digital landscape.

When a Brazilian Supreme Court justice ordered the suspension of the social media platform X in Brazil, Shirley Sampaio was unfazed. As a jewelry saleswoman who preferred Instagram, she wasn't particularly concerned. “If they banned WhatsApp or Instagram, it would be a big deal,” said the 56-year-old. “But people don’t use X.” Brazil, with its population of 215 million, was an early and enthusiastic adopter of Twitter, now rebranded as X. At its peak, Twitter was Brazil's largest international market, with over 40 million users—nearly a fifth of the population—actively engaging in political debates and discussions about popular TV shows like Big Brother Brasil.

The platform played a significant role in the 2013 protests and in the rise of former president Jair Bolsonaro. However, X’s influence in Brazil has waned significantly. Recent estimates put the number of Brazilian users at around 22 million. Surveys indicate that Brazilians now prefer WhatsApp, Instagram, and even the Chinese app Kwai over X. According to a 2022 survey by the Institute for Democracy and Democratization of Communication, only three per cent of Brazilians use X as their primary source for political news, a category where Twitter once excelled. Under tech billionaire Elon Musk’s leadership, X has experienced further declines.

Musk acquired the platform in 2022, reinstated banned users, altered content moderation policies, and rebranded it as X, positioning it as a global public square for diverse viewpoints. However, the number of Brazilian users has significantly dropped since his takeover, with over two million departing the platform. Last week’s developments highlighted X’s diminishing influence in Brazil even more starkly. Justice Alexandre de Moraes, known for his vigorous efforts against misinformation, ordered X to block accounts he claimed were undermining democracy. 

He also requested Musk to appoint a representative in Brazil to comply with judicial directives. Musk’s refusal to do so led to Moraes suspending X in Brazil, a move that was met with indifference by many Brazilians. Some have criticized Moraes for judicial overreach and claimed that their freedom of expression was being curtailed. However, the majority have simply continued with their daily lives, as X had already become less central to their online activities.