X's revenue is expected to rise to $2.3 billion this year, up from $1.9 billion last year, despite experiencing a significant drop in global sales since its rebrand from Twitter. U.S. ad spend on the platform has decreased by 2% in early 2025 compared to 2024, with major brands like American Express cutting back on spending. Legal challenges faced by X, including an antitrust lawsuit against advertising coalitions, have stirred anxiety among advertisers, impacting their communication strategies and future spending decisions.
American Express rejoined the platform this year, but its ad spending is down by about 80 percent compared with the first quarter of 2022, indicating a troubling trend for X's revenue stream.
Despite a slight revenue increase for X, total U.S. ad spend has decreased by 2 percent in the first two months of 2025, highlighting ongoing challenges for marketers.
Concerns among advertising industry members are rising due to X's federal antitrust lawsuit against advertisers and agencies, leading to caution in communications.
Recent 'upfront deals' with major ad agencies demonstrate a complex relationship between X and advertising firms amidst declining ad spend and legal challenges.
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