Social network X will lose even more advertisers in 2025, researchers report

Social network X, formerly known as Twitter, continues to lose advertisers, which could lead to an even bigger drop in revenue next year.

Here's What We Know

According to a report by marketing research firm Kantar, only 4% of marketers think advertising on X is safe for brands, compared to 39% for Google. Trust in advertising on X has fallen from 22% to 12% since 2022, and 26% of marketers plan to cut their X spend in 2025.

Users, however, will be happy with the reduced number of adverts on the platform as they will be less distracting from content viewing. However, the site has already lost a significant amount of revenue due to controversial policies and the behaviour of its founder Ilon Musk. Advertisers have been leaving X for several years now, and according to experts at Kantar, it's unlikely that will change anytime soon.

Musk has also filed a lawsuit against global advertising consortium GARM, which has further soured relations with the advertising industry. As a result, GARM was forced to cease operations.

Source: Kantar