Is X facing an X-tinction of advertising revenue? The latest Media Reactions 2024 report from Kantar analysed the views of 18,000 consumers across 27 markets and opinions of 1,000 senior marketers from around the world.
Kantar’s findings show 26% of marketers plan to reduce ad spend on X in 2025—the largest pullback from any major global ad platform. Marketers’ overall trust for X ads have also fallen from 22% to just 12% since 2022.
Gonca Bubani, Global Thought Leadership Director – Media at Kantar comments, “Marketers are brand custodians and need to trust the platforms they use. X has changed so much in recent years and can be unpredictable from one day to the next – it’s difficult to feel confident about your brand safety in that environment. Ironically, decreasing spend by marketers on X will make consumers happier with the platform as they come face to face with fewer ads.”
Meanwhile, Netflix now appears in the top 5 ad platforms, with its advertising gaining almost as much trust among marketers as the top 2—YouTube and Instagram. This ramp-up represents a significant achievement, considering Netflix only introduced ad-supported plans in November 2022.
These significant shifts are a reminder that what works today won’t necessarily hit the mark tomorrow. As always, it’s critical to understand your audience and what they respond to, and never stop testing.
See the full report from Kantar for more insights.
