Digiday+ Research: Publishers' use of X rebounds ahead of the election, but they're still not spending money there

Digiday's surveys found that, after falling off last year, publishers' use of X is actually rebounding. 81% of publisher pros reported posting content on X.

Despite the increased engagement on X, only 10% of publisher pros have been purchasing advertising on the platform, a significant drop from previous years.

Publishers are posting more often on X and investing in original content, but the percentage that are committing significant resources to X continues to decline.

56% of publisher pros stated their companies are posting content on X every day, marking a significant increase from the previous year's 43%.

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