Elon Musk's X has seen a resurgence of advertisers, including big names like Apple, but its advertising revenue recovery remains uncertain. While new advertisers have joined the platform, overall spending by top advertisers is lower compared to pre-Musk takeover levels. Data from various sources paints a complex picture of X's advertising landscape.
Elon Musk ’s X has successfully drawn in new advertisers in recent months, with some big-name brands like Apple making a comeback, but the platform’s overall advertising revenue recovery remains uncertain, according to third-party data.that since Elon Musk ’s takeover of Twitter in 2022, the platform he renamed X has experienced a tumultuous period marked by significant changes in its advertising landscape.
According to Sensor Tower, a market intelligence firm, 46 of the top 100 U.S. advertisers on X in January 2025 were not spending on the platform in 2022. This indicates that X has successfully cultivated a new advertiser base. However, the data also reveals that the overall spending by these top advertisers in January 2025 was lower compared to the previous set of top advertisers in January 2024.
Some industry insiders suggest that X could benefit from Donald Trump’s November election win and Elon Musk’s increasingly influential role in his administration. This political environment has led some advertisers to contemplate whether spending on X might be a strategic move in 2025. Apple, for example, which had stopped spending on X in 2023,
However, data from Ebiquity, a marketing consultancy that works with 70 of the top 100 global advertisers, shows that only one of its clients was spending on X in December 2024, down from 13 clients in December 2023. This suggests that while there are isolated cases of advertisers returning to the platform, there are no signs of a mass return yet.
X’s lawyers argue that the alleged boycott has deprived the company of billions of dollars in advertising revenue, with the ramifications continuing to be felt years later. They contend that in a competitive market, social media platforms should have the freedom to set their own brand safety standards that are optimal for their specific platform, without the collective action of advertisers dictating these standards and overriding consumer interests.
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