Insite | What the X?

This year, projections indicate that social media platform X, formerly known as Twitter, will experience ad revenue growth for the first time in four years. However, its earnings are expected to reach only about half of what the company generated in 2021.

According to a May 2024 forecast from

eMarketwr, X’s user base is set to decline by 3.8% this year, dropping to 51.8 million users. Back in 2022, X accounted for more than a quarter (26.3%) of all social network users. This year, that share is expected to decrease to 21.9%.

Marketers can use this chart to reevaluate their strategies for X, especially as more advertisers begin to return to the platform. At the same time, the platform’s relatively modest ad revenue growth may provide justification for brands that choose to continue their absence from X.