Bluesky embraces long-form content to counter X Articles

This is less a product feature than a distribution land grab: Bluesky is trying to convert itself from a feed into a protocol gateway. The second-order implication is that the value migrates from single-client engagement to the network layer, which should favor infrastructure and tooling providers that can sit across multiple apps and identity rails rather than any one social brand.

Near term, the winners are likely the small ecosystem of builders around AT Protocol—hosting, publishing, moderation, and identity services—because every new content format increases the surface area for third-party integration and user retention. The losers are closed social platforms that monetize by trapping content inside a single app; if long-form becomes normalized on open protocols, creators gain more bargaining power over audience portability and can syndicate once to many endpoints.

The market is probably underestimating how slowly monetization follows protocol adoption. Distribution can improve quickly, but ad load, subscription conversion, and creator monetization will lag by quarters to years unless the client experience becomes materially better than native web publishing. The key risk is that “open” remains a developer story rather than a mainstream consumer behavior, which would limit engagement gains and leave incumbent networks with the superior monetization machine.

A more contrarian takeaway: this may be bullish for the incumbents in the short run because it validates the demand for long-form and creator distribution while highlighting how hard it is to dislodge siloed scale. Open protocols can expand the pie, but they do not automatically capture it; the real beneficiaries may be the picks-and-shovels layer, not the social app itself.