Australian Media Slow to Embrace Bluesky as X Faces Backlash
Australian media outlets are hesitating to make the switch to Bluesky, the emerging alternative to X (formerly Twitter), despite a surge in global sign-ups following the US election and growing discontent with Elon Musk’s management of the platform. While Bluesky has attracted over 20 million users, including international media giants like Reuters, The New York Times, and Al Jazeera, many Australian news organizations remain cautious, with only a few making the leap.
Guardian Australia became the first major Australian outlet to join Bluesky, leaving X entirely after the US election. The publication cited concerns over “toxic content” on X, arguing that the platform’s environment had become increasingly harmful to political discourse. The Australian Broadcasting Corporation (ABC) also distanced itself from X in 2023, abandoning most of its accounts due to rising “toxic interactions,” though there are no immediate plans to join Bluesky.
While some Australian outlets are following the global trend, others are holding back. SBS, for example, has yet to make a business-wide decision regarding either Bluesky or X, stating that both platforms contribute minimally to their web traffic. Youth-focused outlet 6 News Australia, however, has joined Bluesky, initially to reserve its handle but later recognizing the growing audience on the platform.
Crikey, an Australian digital publication, has also taken the plunge, calling its participation in Bluesky an “experiment” aimed at testing new avenues for engagement. Despite this, Crikey continues to post on X, noting that Bluesky has been driving significant traffic for the size of its following. Many other major outlets, including The Sydney Morning Herald, The Age, and The Australian Financial Review, declined to comment on their stance.
Bluesky, originally conceived as an open-source project by Twitter co-founder Jack Dorsey, was spun off into its own company following Musk’s acquisition of Twitter. CEO Jay Graber has pointed out that Musk’s takeover significantly altered the dynamics at Twitter, leading to a shift in focus toward creating a new, more controlled environment for microblogging.
As X’s reputation continues to suffer under Musk’s leadership, with critics pointing to a rise in far-right extremism and misinformation, Bluesky’s potential to capture the attention of Australian media remains uncertain. However, with major global players already flocking to the platform, Australian outlets may soon face increasing pressure to follow suit or risk falling behind in a rapidly evolving social media landscape.
