X is projected to increase its revenue to $2.3 billion in 2023, up from $1.9 billion last year, despite former revenues of $4.1 billion as Twitter. U.S. advertising spending on X slightly declined by 2 percent in early 2025. Major brands like American Express continue to reduce ad spend significantly. Despite the challenges, four large ad agencies have committed to negotiate annual spending targets with X. Concerns are rising within the advertising sector due to X's ongoing antitrust lawsuit, which could affect internal discussions and strategic decisions among agencies.
X's projected revenue for 2023 marks a notable increase to $2.3 billion, highlighting slight recovery in advertisement investments despite reduced US ad spending in early 2025.
While certain companies have resumed advertising on X, total US ad spend reflects a 2 percent drop, indicating ongoing challenges in the digital ad landscape.
The lawsuit X filed against the Global Alliance for Responsible Media has stoked fears and caution among ad industry employees, particularly regarding internal communications.
Despite some companies cutting back significantly on their ad expenditures, major agencies are still negotiating upfront deals with X, showing a complex advertising dynamic.
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