What was X's U.K. revenue in 2024?

X's U.K. revenue in 2024 was $39.8 million, a 58% decrease from the previous year.

Why are advertisers leaving X?

Advertisers are leaving X due to concerns about brand safety, reputation, and content moderation.

What actions has Elon Musk taken regarding advertisers?

Elon Musk has adopted a combative stance, including suing advertisers and industry groups.

Home / Business and Economy / X's UK Revenue Plummets 58% Amid Ad Exodus

X's UK Revenue Plummets 58% Amid Ad Exodus

28 Jan

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Summary

X's UK revenue dropped to $39.8 million in 2024, a 58% decrease.
Advertisers cite brand safety, reputation, and content moderation concerns.
Elon Musk has adopted a combative stance, suing advertisers and agencies.

X's UK Revenue Plummets 58% Amid Ad Exodus

In 2024, X's U.K. operations experienced a significant 58% revenue decline, plummeting to $39.8 million from $95.2 million in 2023. This follows a 66% drop in 2023, marking a continuation of advertiser withdrawal since Elon Musk's 2022 acquisition.

The company acknowledged in filings that the decrease stems from advertisers' concerns regarding brand safety, reputation, and content moderation. Bruce Daisley, former Twitter VP for EMEA, noted the U.K. market often reflects global trends for the platform.

This financial blow occurs as Musk has adopted a confrontational approach, famously telling fleeing advertisers to "go f*** yourself" and subsequently filing antitrust lawsuits against industry groups and major brands. These legal actions have been characterized as "astonishing" and "mafia-like" by industry experts.