Vendor reportSprout Social, 2026

39% of consumers say Bluesky's lighter ad environment makes them more likely to interact with brands

Channel validation

39%

of consumers say Bluesky's lighter ad environment makes them more likely to interact with brands

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. The 39% is the share of consumers who said Bluesky's lack of traditional advertising and content control features make them more likely to interact with brands on the network. The sentence also says 65% of users engage with brand content there at least once a week. The report does not state the base size for Bluesky users specifically.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

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Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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39% of consumers say Bluesky's lighter ad environment makes them more likely to interact with brands

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