In a significant milestone for the decentralized social-media space, Bluesky has announced that its user base now exceeds 40 million registered accounts. Alongside this growth, the platform has begun rolling out a new “dislikes” beta feature, designed to give users more control over the content they see and to improve feed personalization.
A New Growth Chapter
Bluesky, originally developed under the leadership of Jack Dorsey and now operating as an independent entity, has scaled rapidly since opening to the public. According to a report released on November 1, 2025, the platform reached 40 million users, signalling that it has successfully climbed from earlier thresholds of 10 million in 2024.
This surge reflects increased migration from rival networks and heightened interest in alternatives to centralized platforms.
Introducing a ‘Dislikes’ Signal
At the heart of the latest update is the “dislikes” feature, still in beta. Unlike traditional visible down-votes, Bluesky’s version will operate as a private signal: when a user expresses a dislike for a post, the algorithm uses that input to deprioritise similar content in that user’s feed and in “neighbourhoods” of interaction — groups of users who frequently reply to each other.
The company says the signal will not show publicly as a count, but will affect the algorithm’s ranking and personalization logic. This aligns with Bluesky’s stated aim: to reduce toxicity and promote meaningful interactions.
Why This Matters for Social Media
- Refined Personalization – By adding a dislike metric, Bluesky is aiming to learn not only what users like, but also what they don’t want to see.
- User-Driven Moderation – The update continues Bluesky’s broader strategy of handing more control to users (through moderation lists, word filters, subscription to moderation providers).
- Competitive Positioning – As platforms like Threads (by Meta) and X battle over user attention, Bluesky is differentiating itself via decentralisation and enhanced feed control.
- Moderation and Safety – New tools are also designed to reduce “dunking” culture (quote-posts used to mock) and enhance reply relevance by prioritising replies from closer “neighbourhoods”.
Growth Amid Challenges
While 40 million users is a noteworthy figure, industry analysts caution that registered accounts are not the same as active users. A 2025 study on Bluesky’s user activity noted that although user counts were growing, engagement per user had begun to plateau compared to its early explosive growth.
Still, for a platform that only opened broadly in early 2024, the milestone signals potential and ambition.
What the Dislikes Beta Means in Practice
For the average user:
- When you tap a “dislike”, you won’t see a visible count of down-votes on the post.
- The platform will use your dislike to adjust what appears in your Discover feed and which replies you see.
- The “neighbourhood” model means you’ll likely see more posts from users you engage with and fewer from distant interactions.
- Over time, this could reduce exposure to off-topic, toxic or spammy content and improve personal relevance.
Looking Ahead: Implications for Content Creators
Content creators on Bluesky should stay alert to the following changes:
- Content that triggers more dislikes may be demoted, even if it has high like counts.
- Engagement strategy might shift from chasing likes to producing content that avoids dislikes and promotes constructive replies.
- Creators may benefit from understanding the “neighbourhood” system and optimizing posts for meaningful interactions.
Conclusion
Bluesky’s journey from a niche invite-only platform to 40 million users captures the evolving attitudes in social media: decentralisation, user control and algorithmic transparency. The introduction of the dislikes beta marks a strategic moment — not merely about more features, but about redefining how feed ranking and moderation can work in a more user-centric environment.
For users and creators alike, the moment signals an opportunity: to engage on a platform that is still shaping its identity and to participate early in a shift that may influence wider social-media norms.
FAQ – Frequently Asked Questions
Q1: What is Bluesky?
Bluesky is a decentralised, micro-blogging social platform launched by Jack Dorsey’s team, positioned as an alternative to X and Threads.
Q2: How accurate is the 40 million user count?
The figure refers to registered user accounts announced by Bluesky on November 1, 2025. Active user numbers may be lower.
Q3: Will the dislike button be visible to other users?
No, according to Bluesky the dislike feature will act as a private signal and not display a public count.
Q4: How will the dislike feature affect content ranking?
Posts you dislike will likely appear less in your feed and may reduce the visibility of similar content to your “social neighbourhood”.
Q5: Should creators be worried about this change?
Creators should adapt by prioritising relevance, avoiding content that triggers dislikes, and encouraging meaningful replies. The change is not a ban, but a shift in how engagement may be evaluated.
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