Since Musk's takeover in 2022, X's ad revenue has declined significantly, with 26% of marketers indicating their intentions to reduce spending further on the platform in 2025.
Marketers have expressed growing concerns about brand safety, particularly as Musk's divisive comments have led to ads being placed alongside controversial content, prompting a reconsideration of their advertising strategies.
A recent Kantar survey revealed the impact of this declining trust in X's advertising environment, suggesting that many brands may seek to allocate their ad budgets elsewhere.
Overall, the trend shows that X is struggling to retain advertisers, as increasing unease about its association with controversial topics drives brands to reassess their advertising commitments.
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