X Is Trending Again — What’s the Likelihood of a Comeback? | Behind the Numbers

Summary

Behind the Numbers: Episode Summary

Title: X Is Trending Again — What’s the Likelihood of a Comeback?
Release Date: May 27, 2025
Host: Marcus
Analysts: Emmy Liedman & Marissa Jones

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Introduction

In this episode of EMARKETER’s Behind the Numbers, host Marcus delves into the recent merger between X, formerly known as Twitter, and Xai, Elon Musk’s artificial intelligence firm. The discussion revolves around the potential resurgence of X in the digital advertising landscape, the challenges it faces post-merger, and the shifting dynamics of its user base.

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The X and Xai Merger: Objectives and Implications

The primary focus of the merger is to enhance content moderation and improve brand safety, which have been significant concerns deterring advertisers from investing in X.

• Marissa Jones [04:15]: "The merger is hopefully going to address some of X's core problems, especially with advertisers, by enabling better content moderation through Xai's technology."

• Marcus highlights that the merger not only aims to tackle immediate advertising issues but also positions X as a potential leader in AI development, aligning with Elon Musk's vision of transforming X into an "everything app."

Potential Benefits:

• Enhanced Content Moderation: Utilizing Xai's AI to better manage and moderate content, thereby improving brand safety.
• Financial Support: Increased cash flow from returning advertisers allows Xai to invest in necessary infrastructure like data centers.
• Strategic Positioning: Aligns with Musk’s long-term strategy to integrate AI deeply into the platform’s functionality.

Potential Risks:

• AI Mismanagement: If Xai’s AI exacerbates issues like hate speech, similar to post-acquisition trends noted by UC Berkeley, it could further deter advertisers.
• Integration Challenges: The success of the merger heavily depends on how effectively Xai's technology is integrated into X's existing framework.

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Advertising Revenue: Challenges and Prospects

X has historically struggled to compete with giants like Meta and YouTube in generating substantial ad revenues.

• Marcus: "X's yearly ad revenues averaged about $1.5 billion per year from 2015 to 2020, and now they're estimated to be close to $1.3 billion." [09:44]

Current State:

• Revenue Decline: From $4.5 billion in 2022 to approximately $2.5 billion in 2024, with a slight rebound in Q4 2024.
• Market Share: Dropped from 1% to 0.4% of US digital ad spend.

Factors Affecting Ad Revenue:

• Brand Safety Concerns: Ongoing issues with content moderation have made advertisers wary.

• Legal Battles: The lawsuit between X and the World Federation of Advertisers further complicates trust and collaboration.

• Marissa Jones [05:38]: "Even a successful lawsuit likely won't help X become this advertising giant or significantly contribute to its everything app goal."

Forecast:

• 2025 Growth: Expected 18% growth in US ad revenue reaching $1.3 billion, with worldwide sales potentially hitting $2.3 billion.
• Sustainability Concerns: The projected growth rate will slow down to single digits in the following year.

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User Base Migration and Competition

X has experienced a steady decline in its user base, prompting migrations to other platforms.

• Emmy Liedman [15:29]: "Meta has been more successful at garnering audiences by leaning into popular use cases like sports and partnering with organizations like UFC."

• Marissa Jones [16:13]: "Threads is a major competitor, resembling X and expanding its ads globally, which may attract advertisers uncertain about X's brand safety."

Competitors Noted:

• Threads: Expected to outpace X in user growth by 2026, leveraging Meta’s stronger reputation with advertisers.
• Blue Sky: Attracting users with figures such as AOC, appealing to liberal audiences.
• Meta: Utilizing strategic partnerships and popular content categories to retain and grow its user base.

User Decline:

• Marissa Jones [09:44]: "X has been losing users since Mr. Musk's takeover, with an expected decline from 52 million to 50 million US users by next year."

• Emmy Liedman [19:17]: Highlights that declining user engagement, especially among Gen Z, undermines long-term advertiser commitment.

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Future Outlook and Strategic Considerations

The episode concludes with an analysis of whether X can achieve a sustainable turnaround and regain its former stature in the digital advertising realm.

• Emmy Liedman [18:15]: "Brands may be returning to X to maintain favorable relationships with political powers, but this might be a short-term strategy."

• Marissa Jones [19:17]: "Advertisers may stay due to political and legal pressures, but long-term commitment is doubtful if user decline persists."

Key Takeaways:

• Short-Term Rebound: Potential for a revenue uptick driven by strategic advertiser returns.
• Long-Term Sustainability: Dependent on reversing user decline and effectively leveraging AI for content moderation.
• Competitive Pressure: Strong competition from platforms like Threads and Meta could hinder X’s ability to reclaim its market position.

Forecast Summary:

• 2025: X sees its first revenue growth since the takeover, but still lags significantly behind competitors.
• 2026: User base continues to shrink, and ad revenue growth decelerates, casting doubt on the platform's ability to fully recover.

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Conclusion

The merger between X and Xai represents a strategic move to address longstanding issues with content moderation and advertiser trust. While there are prospects for a short-term rebound in ad revenues, significant challenges remain in reversing user decline and effectively competing with robust platforms like Threads and Meta. The success of this merger and X’s future in the digital advertising landscape largely hinge on the seamless integration of AI technologies and the platform's ability to restore and enhance brand safety.

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Notable Quotes:

• "If the XAI is being trained on that data, that could really just kind of exacerbate the issue, make it a bit worse." — Marissa Jones [05:38]
• "Threads is a major competitor, resembling X and expanding its ads globally, which may attract advertisers uncertain about X's brand safety." — Marissa Jones [16:13]
• "Brands may be returning to X to maintain favorable relationships with political powers, but this might be a short-term strategy." — Emmy Liedman [18:15]

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This comprehensive overview encapsulates the critical discussions from the episode, providing insights into the complex interplay between platform strategies, advertiser behaviors, and competitive dynamics shaping the future of X.

Transcript

[Marcus]

Want to reach your customers where they're already talking? Over the past decade, giphy has built a platform used by millions daily. Everywhere. Conversations are happening now. Giphy Ads enables brands to connect with their audiences through ads. People share, not just see. For more, head to ads.giphy.com that's ads.g I P H Y dot com. Hey, gang. It's Tuesday. Tuesday, May 27th. Marissa, Emmy, and listeners, welcome to behind the Numbers, a new marketer video podcast made possible by giphy. I'm Marcus. And today we'll be discussing the significance of the X and Xai merger. If the social platform can get back to making the kinds of ad dollars it was pulling in before Mr. Musk bought them and where its users have gone, if anywhere. Join me for that conversation. We have two of our analysts. Let's meet them. Both based in New York. We have Emmy Liedman.

[Emmy Liedman]

Hi. Thanks for having me.

[Marcus]

Hello there. Of course. And Marissa Jones.

[Marissa Jones]

Hi. I'm excited to be here today.

[Marcus]

Hello. Hello. Okay, my fact of the day. I've got a couple of the facts about Iceland. Fascinating place. Which I knew before, but even more so. Okay, so I've got three facts for you. Beer was banned in Iceland until 1989 because the perception was that it was. It was too tempting for young people and it could lead to heavier drinking. Two. This one's great. There are no mosquitoes in Iceland.

[Emmy Liedman]

That's exciting for them.

[Marcus]

Yeah, that's right. You can move. You can move there with me. It's amazing. Mainly so it's because of the cold climate, unstable weather. Unique weather. Sorry. Unique water and soil conditions that makes it difficult for mosquitoes to survive there. And then 3, 10% of Icelanders will publish a book in their lifetime.

[Emmy Liedman]

That kind of feels like too many.

[Marissa Jones]

Yeah.

[Emmy Liedman]

Like the market is oversaturated.

[Marissa Jones]

If it's 10%.

[Marcus]

Well, there aren't that many of them there, so 10% is not. It's not a huge amount because I think it was. It's like 10% is like 35. It's like 40,000 people.

[Emmy Liedman]

10%, but like, it's still 1 in 10. 10% of the people in Iceland. Like, I don't know. I don't want to go too long.

[Marcus]

She's trying to. Yeah. Don't. I thought you'd be, like, impressed. Em's like, that's too many books. Can we slow it down?

[Emmy Liedman]

I don't want to crush any of our Icelandic audiences.

[Marcus]

Dreams, actually.

[Emmy Liedman]

Yeah.

[Marcus]

Marissa, impressed with this one or do you also?

[Marissa Jones]

I am. And I'll Be in Iceland for a layover for. I'll be in Iceland for a total of one hour and a half this summer. So I'll see what kind of books they have.

[Marcus]

All right. Scope it out. Yeah. It's shocking how small the country is. 400,000 people in the whole country. Which would mean that if they were a city in America, they'd be the same size as Wichita, Kansas, which is the 50 sec, 52nd largest city in America, has the same number of people as the country of Iceland. Remarkable place. Not just because there's no mosquitoes. Emmy. That took a turn. Unbelievable. Don't listen to Iceland people.

[Emmy Liedman]

Yeah, please. I feel like I'm being way too negative. So Marissa is. Is bringing the positivity back.

[Marissa Jones]

I'm excited. I'm excited for my little visit.

[Marcus]

Today's real topic. Are we seeing signs that X is mounting a comeback? Earlier this year, Elon Musk merged X, the social media platform, with xai, his artificial intelligence firm, in a deal valued. Valued at the combined company about a hundred billion. Over $100 billion. Marissa, how much can the merger with XAI move the needle for the social media platform X?

[Marissa Jones]

Well, I definitely think it does have a potential to move the needle a bit. I think the merger is hopefully going to and looking to address some of X's core problems, especially with advertisers, which is that xai's technology will ideally enable better content moderation on X, which will hopefully drive better brand safety outcomes, which is a big reason that a lot of advertisers are still staying away from from the platform. It could also position X to be more of a leader and player in AI development, which everyone's really trying to get to. So that could help kind of combat some of the financial problems that X has been having compared to its competitors. But on the flip side, AI could present a problem and worsen brand safety concerns, really depending on how well the technology is integrated into X's platform, that will really largely determine the merger with. We're seeing that after Musk bought X formerly Twitter. So when he purchased Twitter, we're seeing studies from UC Berkeley saying that hate speech rose 50% on the platform. So if the XAI is being trained on that data, that could really just kind of exacerbate the issue, make it a bit worse. So depending on how well the integration goes, that's really going to determine whether or not XAI has a potential to move the needle for X. Yeah.

[Marcus]

Emmy, your level of optimism here, I.

[Emmy Liedman]

Think that just the presence of even if it is like financially beneficial for the company. The presence of leaning into AI tools isn't necessarily what's gonna make advertisers wanna go back to the platform off the bat. Because I think the industry is so inundated with social platforms leveraging AI for similar reasons that it doesn't feel like it's necessarily going to be a game changer. But time would tell if actually leveraging the AI for content moderation was successful.

[Marcus]

Yeah, there's two sides of this. How it helps X and how it helps xai. Grace Harmon was noting one way that helps Xai out this merger, which is that it gives it access to an invaluable collection of user data for product development and improvements. So that's part of this. And then also X's growing cash flow, apparently from returning advertisers like Amazon and Apple, which means Xai can use that money to invest in much needed data centers. So it helps them out there. It's also a step towards this, this master plan that Elon Musk seems to have had for years and years, which is that it brings him closer to this, this lifelong goal of turning X into an everything app where he hopes folks will, will pay bills, share news, entertain themselves. And he is, I guess, hoping that the AI's X AI's Chatbot Grok is going to be kind of central to the experience. So maybe this is, yeah, this is a longer term play and we might not see the benefits of it right now, but this is a chess move for a strategy that will unfold many moves in the future. As I mentioned, this helps X AI because they have access to a bit more money through X, because X had some advertisers return. And we're going to talk a little bit about whether enough advertisers can return to make X, formerly Twitter, a a player or the player it was, or even more so in advertising. Just to recap what happened to its ad revenue over the last couple of years, as Wall Street Journal article noting that Mr. Musk bought X in 2022, says advertisers fled over content moderation concerns and its loans soured as revenue fell. A month after he took over, Mr. Musk said the company formerly known as Twitter was on the verge of bankruptcy. Company revenue fell to 3 billion in 2023 from about 4 1/2 billion the previous year. By early 2023, asset manager Fidelity valued the company at roughly a third of what Mr. Musk paid for it. X's revenue dropped again in 2024 to about two and a half billion, but showed signs of life in Q4 as it ticked up a little, according to folks familiar with the matter. Marissa, can X get back to the ad dollars it was making before the takeover?

[Marissa Jones]

Well, I think we also have to keep in mind that X, when it was Twitter, it was still never super popular or successful at generating ad revenues on par with its competitors. You're not seeing numbers like you're seeing obviously on platforms like Meta, but also on just other platforms, YouTube, more popular competitors. It's never been able to reach that level.

[Marcus]

That's great context because really quickly I went and looked and it does seem like Twitter's struggles in terms of generating ad revenue do predate Mr. Musk. And it looks as though Twitter, I mean they had brand safety concerns and they had performance advertising struggles. Before this, X's yearly ad revenues averaged about 1.5 billion per year, averaged from 2015 to 2020. We're now estimating they're going to be close to 1.3. So they have been around that for a long time. It's just there was an uptick during like the post pandemic digital advertising boom, if you will.

[Marissa Jones]

And I think what we're also seeing is that X still has a very controversial, controversial status that a lot of advertisers are still very hesitant. While we do see advertisers like Apple returning to the platform and resuming their activity, there are still plenty who aren't returning. We're seeing an ongoing lawsuit between X suing the World Federation of Advertisers, claiming that they illegally boycotted the platform, including brands like Nestle and Shell. And it's really showing. The X is kind of really pulling out all the stops to get advertisers back on the platform and get back to where it used to be ad wise. Just a few days ago, the World Federation of Advertisers and Advertisers associated with the lawsuit shot back that essentially claiming that X's loss of ad revenues were its own fault for not being able to effectively moderate content and improve its brand safety commitment. So even a successful lawsuit, if the ask for the lawsuit to be dismissed is not granted and the lawsuit goes through, it really likely won't help X become this advertising giant or contribute so much to its everything app goal. If it wants to be able to exceed the pre Musk takeover ad levels, it really needs to look at new ways to boost its ad value to attract advertisers and really give advertisers proof that it can generate tangible outcomes for them. And as Long as there remains concerns about X's ability to control harmful content, there will remain advertisers who aren't willing to go back to the platform.

[Marcus]

Yeah, Amy, what do you think?

[Emmy Liedman]

It is interesting in terms of content moderation and this is top profit organization for LGBTQ people just came out with a social index report and it was rating all the different platforms based on how much of an effort publicly at least, or data that they have showing that they're trying to limit or remove this harmful content from their platforms. X definitely had the worst score out of all of them. But YouTube and Meta specifically were called out for changing the language of their content moderation policies. And in the words of that organization, leaning towards what you would more so expect from a truth social. So I think that when it comes to this conversation of advertisers going back, it is a little bit about the fact that there is evil, quote unquote in terms of content moderation everywhere and a lot of these platforms aren't up to par where a values driven brand would want them to be. So it's almost back to X. Yeah.

[Marcus]

There's also the question of whether this strategy is sustainable. Marissa, you were writing that the change largely responds to Mr. Musk's new political power. Brands hoping to improve relationships with Mr. Musk and in turn curry favor with current administration advertisers perhaps responding to pressure to avoid legal disputes with some brands. And you were citing our principal analyst Jasmine Emberg who said that they're now spending on X, seeing it as the cost of doing business. So it also seems like this, this might not be a long term strategy.

[Marissa Jones]

Yeah, it is very much. We might be seeing some advertisers returning briefly for however long. Musk maintains this political power that he currently has to avoid these legal issues like we see with him suing the World Federation of Advertisers. There could be some who are returning just simply to be able to avoid something like that happening. For sure.

[Marcus]

Yeah, yeah. We do expect a turnaround though. We put our new forecast so the team saying that 2025 will be the first year X will grow revenue since he took over as companies and revenue free fall reaches its floor and gets a little bounce next year. This year we estimate that US sales will grow 18% reaching that 1.3 billion that I mentioned earlier with worldwide sales as US worldwide sales are growing a similar share to hit 2.3 billion. However, we do expect next year that the US growth will go from that pretty strong 18% down to single digits. So it's not going to maintain those double digits into next year. But that said, X hasn't gotten off to the best start, it would appear. The New York Times reporting that as of early March, X said that it had served $91 million in ADS in Q1, below its target of 153.3 million long way to go as we mentioned, Twitter wasn't a significant player in the digital ad landscape. When you look at share of spending before the takeover, it was only 1% of US digital ad spend. Now it's close to 0.4%. So a long way to go. And also a long way to go to get that valuation back up. In December, X estimated to be worth just 30% of what Mr. Musk had paid for it, according to Fidelity. Again. So despite revenue turnaround this year that we anticipate, we still expect X users to continue to decline in the US falling from 52 million users today to 50 million next year. That would mean since Mr. Musk took over, users have fallen by 17% from 2022 to 2026. Emmy where have X users migrated to, if anywhere?

[Emmy Liedman]

So I think a lot of it is Blue sky has seen some uptick. I think that people are particularly interested in Blue sky because it has orientation and people like AOC and more like liberal figures have moved over to Blue Sky. But I think that Meta has tried harder, has been more successful, I should say, at garnering a lot of these audiences, leaning into sports a lot more because that is a use case that's really popular among Twitter users or X users, and launching this partnership with ufc. So I would say out of the competitors, Threads would be the one to look out for the most. Marissa, I don't know if you've seen that as well.

[Marissa Jones]

Mm, yeah, I've definitely seen and I would say that its most obvious competitor right now is Threads, just because Threads is essentially a lookalike app of X and we are seeing a lot of people migrating there, which we can see in our forecasts showing that Threads users we expect will outpace x users by 2026 in the US. So threads really isn't super far off from being at the point where X is at Thread is on a very steady incline and X is on a very steady decline. And Threads is also expanding its ads to the global market, which could very much benefit it could very much benefit from advertisers uncertainty about X's brand safety. Meta overall definitely has a better reputation with advertisers than X does. So seeing an alternative that looks like X acts Like X. And that will quickly have more users than X. Threads is a big competitor.

[Marcus]

Yeah, blue sky, 36 million. I think they're daily users according to its user count threads. That's fascinating. So US Users threads overtaking X by next year is what you said, 2026. Okay. It's interesting because X worldwide, they've been losing users ever since Mr. Musk took over, but they still have 350 million global monthly users. There's still a lot of folks using, using the platform. So let's, let's end with this. Do, I mean, what do we think is X's. I don't want to say ceiling, but what, you know, the turnaround, do we expect them to get back to where they were? Are they going to, you know, have this turnaround this year and start to increase ad revenue at a certain pace but never get back to the former levels of ad revenues in the future? What do we think about X's short term future?

[Emmy Liedman]

I think the slight uptick makes sense when you think about the political climate. And I think that a lot of brands want to play nice with Musk and they see in the Trump administration and they see putting their advertising dollars back into X as a better solution to do that than pulling back on their DEI efforts. Because they've really seen that pulling back on DEI has had recently come out with data about specifically Gen Z consumers wanting to distance themselves from brands and purchases because of brands that no longer have DEI initiatives or don't align with their values. So I think this is a little bit more of a strategic how do we play nice? How do we offer maybe the lesser of two evils in the short term and not as much as we really want to reach X's audience. And we're really ecstatic about their ad solutions.

[Marcus]

Marissa, how about you?

[Marissa Jones]

Yeah, I feel pretty similarly to Emmy. I think we will see a bit of an uptick continuing in advertisers flocking back to the platform kind of out fear of political and legal pressures that they might be feeling. But really the question is how long this will last because how much are advertisers going to be willing to be committed to this if the user base is continually declining, especially in core audiences, If Gen Z and younger audiences are losing interest in the platform as it becomes perhaps more leaning towards a political spectrum that Gen Z doesn't align with as heavily? If we're losing core audiences and core sources of digital buyer growth, then how long are advertisers likely to stick around even if they're returning in the short term, especially if alternatives emerge.

[Marcus]

Yeah, yeah, we've seen some of the, I mean, the user numbers going down. Also our time spent forecast has been ticking down, I think going from about 36 minutes a day down to closer to just 30 to half an hour, which is not nothing, but it's going in the wrong direction. So, yeah, all really good points. That's what we've got time for for today's episode. Thank you so much to my guests for hanging out with me today. Thank you to Marissa, thank you. And to Emmy.

[Emmy Liedman]

Thank you for having me.

[Marcus]

And thanks to the whole editing crew, Victoria, John, Danny, not Lance, who after the last episode said that was. That was pretty good. Pretty good. Lance, Unbelievable. What do you have to say for yourself? He doesn't have a microphone, so nothing. He agrees with me 100%. Stuart runs a team. Sophie does our social media. Thanks to everyone for listening in to behind the numbers and emails video podcast made possible by giphy. Tomorrow, Sarah will have another episode of the Reimagining retail show discussing May's eight most interesting retailers of the month list. Top eight. Not just a random eight. That'd be weird.