Although X (the former Twitter) tries to attract as many subscribers as possible to its paid offer, it still depends enormously on advertising revenue. However, since the platform was bought by Elon Musk in 2022, advertisers are more reluctant to display their advertisements on it, because of the controversies caused by Musk, and because of moderation. According to data relayed by Reuters in October, advertising revenues have continued to decline since the acquisition in 2022.
Citing data from analytics firm Guideline, Reuters reports that every month, X's advertising revenue falls by at least 55% year-on-year in the United States. And this situation does not seem to be improving any time soon. Indeed, as our colleagues at CNBC report, many large American companies have decided to suspend their advertising campaigns on the old Twitter.
On November 16, the NGO Media Matters for America published an article accusing Elon Musk of having “approved” an anti-Semitic conspiracy theory, and pro-Nazi”. These accusations were not taken lightly by advertisers since according to an article in the media Axios, Apple has decided to suspend its advertising on X.
— 01net (@01net) November 17, 2023
On Thursday, IBM confirmed its suspension of advertising on X. “IBM has zero tolerance for hate speech and discrimination and we have immediately suspended all advertising on X while we investigate this completely unacceptable situation,” said an IBM representative. company, according to CNBC.
The American media indicates that Warner Bros Discovery, Paramount Global, Lions Gate Entertainment, as well as the Comcast group have also made a similar decision.
Linda Yaccarino in a delicate situation
In response, X has already published a press release, relayed by Axios, on Thursday. In it, a manager of the platform indicated that X analyzed the content singled out by Media Matters and concluded that this content will no longer be monetizable. X also decided to categorize these publications as “sensitive media”. “System also indicated the platform.
“X has been extremely clear about our efforts to combat anti-Semitism and discrimination. There is absolutely no place for this anywhere in the world,” CEO Linda Yaccarino wrote in a publication.
One of its missions is to make X attractive again for advertisers. According to Reuters, in September, 100 days after taking the position of CEO, she spoke of the progress made and the return of 1,500 advertisers to the platform.
- Following serious accusations from the NGO Media Matters, advertisers have decided to suspend their advertisements on “pro-Nazi”
- Among these advertisers who have decided to suspend advertising on right”> [ ]