Elon Musk's X has been successfully portrayed by new advertisers in recent months, with several well-known brands like Apple Make A Comeback, but according to third-party data, the platform's overall ads The recovery in revenue remains uncertain.
Business Insider Report Since Elon Musk acquired Twitter in 2022, the platform he renamed X has experienced a turbulent period marked by a major change in the advertising environment. X was able to attract new advertisers and welcomed some major brands, but as suggested by analysis of data from four independent sources, the company's ad revenue recovery is complicated The situation remains.
In January 2025, Sensor Tower, 46 of the top 100 US advertisers in X, said it didn't spend on the platform in 2022. This indicates that X has successfully developed a new advertiser base. However, the data also reveals that overall spending by these top advertisers in January 2025 was lower compared to previous top advertisers in January 2024. In the top 10, Breitbart News widely reports on the tinsel and dangerous products that both offer. Other top advertisers of the month include Amazon and Draftkings.
Mediaradar, a research company that analyzed a panel of over 2 million US users, found that X had US advertising revenue of $1.4 billion in 2024, up from nearly $2 billion spent on the platform in 2023. It has decreased. The number of companies advertising on X in 2024 increased by 15% year-on-year, probably due to new deal X, signed with AdTech vendors to drive demand for advertisers.
Some industry insiders have suggested that X could benefit from Donald Trump's November election victory and Elon Musk's increasingly influential role in his administration. This political environment has led some advertisers to reflect on whether spending on X is a strategic move in 2025. For example, Apple stopped spending on X in 2023 and bought ads again on the platform this month.
However, data from Ebiquity, a marketing consulting firm that works with 70 of the top 100 global advertisers, was spent on X by only one of the clients who spent 13 clients in December 2024 on X. It shows that this has been done. In the case of advertisers returning to the platform, there are no signs of a massive return yet.
Elon Musk and X have filed anti-trust lawsuits involving many brands that claimed that major advertisers formed illegal boycott campaigns.
The lawsuit fears the World Federation of Advertisers is potentially lost from a brand safety initiative called the Global Alliance of Responsible Media (GARM), and has put a massive pause on advertising on the platform. It claims to have been adjusted. As a result, at least 18 GARM advertisers reportedly stopped purchasing ads in X in the US or worldwide just a few weeks after MUSK acquired the company in November 2022. on the platform during this period.
X's lawyers have taken billions of dollars into the company with advertising revenue, claiming they are suspected of boycotting, and the impact continues to feel that way several years later. They say that in a competitive market, social media platforms have unique brand safety standards that are best suited to a particular platform without the collective action of advertisers dictating these standards and overriding consumer interests. argue that we should have the freedom to set freely. This applies especially to awakened companies that try to force social media platforms to impose the same political line.
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Lucas Nolan is a reporter for Breitbart News, which covers the issues of freedom of speech and online censorship.
