Key advertisers on X (formerly Twitter) have not posted in nearly two weeks, with experts warning the platform could lose up to $75 million in ad revenue before the year ends.
Initial reports claimed that companies like Disney, Sony Pictures, Paramount, Lionsgate, and Universal were only suspending campaigns. In reality, these major advertisers have halted activity altogether after Elon Musk publicly supported an antisemitic conspiracy theory—something he has declined to apologise for.
Brand safety prompts full exits
CNN reports that advertisers are no longer posting on their official X accounts due to mounting brand safety concerns. This reflects a broader move away from the platform, not just in paid ads but in overall brand presence.
Why it matters
Leading corporations distancing themselves from X underlines the platform’s worsening perception in the advertising world. With reputational risks on the rise, brands are choosing to protect their image by avoiding association altogether.
Financial hit could be steep
According to The New York Times, X is on track to lose as much as $75 million in advertising revenue by the end of 2023. This blow comes on top of a year already marked by declining ad sales since Musk’s takeover.
A shift in platform priorities
Not only have advertisers gone silent, but content from major accounts like @StarWars and @MarvelStudios has also stopped. These handles, which previously posted daily, have pivoted to increased activity on rival platforms like Threads.
What’s next for X?
With fewer advertisers and diminished high-profile content, CEO Linda Yaccarino now faces the steep challenge of restoring advertiser confidence. The long-term future of X’s revenue model remains uncertain, with no clear path to recovery in sight.
