Survey reveals quarter of X advertisers plan to cut spending

A recent Kantar survey has revealed that 26 percent of marketers plan to reduce their advertising spending on X in the coming year, citing significant concerns over brand safety.

The survey, which gathered responses from 18,000 consumers and 1,000 marketers worldwide, highlights growing distrust in the platform, with only 4 percent of marketers believing X is a safe space for brands.

This marks a further decline in X's advertising business since Elon Musk’s takeover, as many high-profile advertisers have reduced or paused their spending over concerns about hate speech and toxic content. Despite these findings, X maintains that it offers stronger brand safety and improved performance analytics than before.