Key facts
- Bluesky's monthly active users declined 27.2% year-over-year in June 2026.
- CEO Toni Schneider is leading the company's strategic shift.
- The company's focus is shifting to its underlying protocol, AT Proto.
- The goal is for AT Proto to power various social applications.
- The company is prioritizing protocol adoption over the Bluesky app's user growth.
Bluesky, a decentralized social network, has reported a significant decrease in its active user base. In June 2026, monthly active users saw a year-over-year decline of 27.2%. CEO Toni Schneider has articulated that the company's strategic focus is shifting from solely growing the Bluesky app's user numbers to emphasizing the development and adoption of its underlying protocol, known as AT Proto. Schneider explained that the ultimate goal is for AT Proto to serve as the foundational technology for a variety of social applications, rather than concentrating all efforts on the success of the single Bluesky application. This pivot suggests a long-term vision where the protocol's versatility and reach across different platforms are prioritized over immediate user engagement metrics for the initial app.