It turns out that 26% of X (formerly Twitter) advertisers are considering reducing advertising costs, the reason is hate speech and harmful content
A survey by marketing company
Kantar: X advertising crash continues as YouTube and TikTok thrive
https://www.marketing-beat.co.uk/2024/09/04/kantar-x-youtube-tiktok/
Advertiser exodus from X gathers pace with 26% 'planning to cut spending' | Advertising | The Guardian
https://www.theguardian.com/media/article/2024/sep/05/advertiser-exodus-x-survey-2025-elon-musk
Report: A quarter of X advertisers plan to cut spending next year
https://www.engadget.com/social-media/report-a-quarter-of-x-advertisers-plan-to-cut-spending-next-year-235447747.html
According to the survey, the trust in X was 22% in 2022, the year Elon Musk acquired Twitter (now X) , but it had fallen to 12% in 2024, and only 4% of marketers thought that 'advertising placed on X ensures brand safety.'
The cause of the decline in trust is thought to be the rampant hate speech and harmful content on X. In particular, the owner, Elon Musk, himself has been spreading false information and pro-Nazi rhetoric , which has led to advertisers withdrawing their ads out of concern for the situation . In response, Musk has filed a lawsuit claiming that 'advertising boycotts are a violation of antitrust laws.'
Elon Musk declares 'this is war' on the advertising industry in Twitter's lawsuit against the World Federation of Advertisers - GIGAZINE
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'Advertisers have been increasing their ad spend away from X for the past few years and a turnaround seems unlikely at the moment,' said Gomka Bhuvani of Kantar.
The ranking of brands preferred by consumers and marketers is as follows:
| Consumer | Marketer | |
|---|---|---|
| No.1 | Amazon | YouTube |
| No.2 | TikTok | |
| No.3 | ||
| No.4 | Netflix | |
| No.5 | Netflix | Spotify |
In August 2024, X received an order from the Brazilian Supreme Court to suspend its services in the country. This is also expected to deal a blow to X, as Brazil was a major market for X with over 20 million users.
Brazilian Supreme Court orders X to suspend service in the country - GIGAZINE
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in Note, Web Service, Posted by logc_nt