Bluesky, a decentralized social media platform, is gaining traction as users look for alternatives to networks controlled by tech billionaires. The company, originally incubated by Twitter in 2019 and later spun off as an independent entity, now has over 32 million users. CEO Jay Graber reinforced Bluesky’s stance on independence during her appearance at SXSW, wearing a shirt that read “mundus sine caesaribus,” meaning “a world without Caesars.” The phrase appeared to counter Mark Zuckerberg’s earlier display of a shirt reading “aut Zuck aut nihil,” translating to “either Zuck or nothing.” Graber emphasized Bluesky’s departure from traditional social media structures, highlighting its decentralized approach, which allows users to have greater control over their online experience.
Bluesky has positioned itself as an alternative to platforms like X, the social media site owned by Elon Musk, which has faced criticism for its content policies. While Bluesky’s interface resembles X, its decentralized nature sets it apart, allowing users to customize their feeds and limit unwanted interactions. The platform’s open-source framework enables users to move their accounts seamlessly, preventing central authority over user data.
How does Bluesky’s decentralization give users more control?
Bluesky’s decentralized structure allows users to take their followers with them if they choose to switch platforms. This characteristic prevents any single entity from exerting total control over the network. Graber explained that this flexibility provides a safeguard against corporate takeovers or unilateral policy changes.
“If a billionaire came in and bought Bluesky and took it over, or I decided tomorrow to change things in a way that people didn’t really like, then they could fork off and go on to other applications,” she said.
Will Bluesky find a sustainable revenue model?
Despite its growing user base, Bluesky has yet to establish a clear path to profitability. The company, which currently employs 21 people, is considering a subscription model as an initial revenue source. Additionally, monetization of developer services is being explored. However, unlike platforms such as X and Meta (NASDAQ:META), Bluesky does not rely on advertising revenue.
Another issue Bluesky faces is the unauthorized scraping of its content by artificial intelligence companies. Musk’s xAI, for instance, uses data from X to train its AI chatbot, Grok. While Bluesky has not partnered with AI firms for data usage, some AI models have already scraped public content from the platform. To address this, Bluesky is working with partners to establish guidelines for data usage, similar to how websites use robots.txt files to regulate search engine crawlers.
The increasing demand for decentralized social networks reflects user concerns over corporate control of online spaces. Unlike traditional platforms that rely on centralized governance, Bluesky’s structure gives users the ability to move their data while maintaining their digital presence. However, sustaining this model while generating revenue remains a challenge. The company’s potential subscription model could provide financial stability, but adoption rates will determine its long-term viability. Additionally, safeguarding user data from AI firms will require further regulatory and technological measures. As debates over data ownership and platform governance continue, Bluesky’s approach will be tested by both user expectations and competitive pressures in the social media landscape.
