Why price cuts and agency pressure haven’t changed calculus for brands on X

Despite the carrot and stick tactics deployed by Elon Musk’s X to cajole advertisers back on to its platform, big brands still aren’t buying in.

In the math used by marketers and media buyers to decide whether a social platform is worth their investment, X remains on the wrong side of the abacus.

According to eMarketer, X revenues (including subscription and ad income) will rise to $2.3 billion this year; higher than last year’s $1.9 billion, but still far less than its pre-acquisition income. 

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