Advertisers Remain Wary of X Platform Amid Content Concerns

Major brands continue to distance themselves from X (formerly Twitter) as ad revenues decline for the 18th consecutive month. Despite some advertisers quietly resuming campaigns in 2024, spending remains significantly below pre-Musk acquisition levels. The platform's association with controversial content has created lasting reputational risks that analysts believe may be irreversible.

NBC News found near-universal reluctance among 31 surveyed advertisers to discuss their X strategies. DraftKings, identified as a top spender in early 2025, is reportedly conducting an internal review, while Red Deer Games confirmed an advertising pause. "Brands that already left or cut back are not coming back," warned BRETT House, a digital advertising executive. "It's more effective to put money into places like TikTok."