X is set to report annual revenue advertising growth for the first time since the social media platform, formerly known as Twitter, was acquired by Elon Musk in 2022, new data shows.
According to research firm Emarketer, X's US ad revenue is expected to grow by 17.5% to $1.31 billion in 2025, while global ad sales are projected to increase by 16.5% to $2.26 billion, Reuters reported.
This growth comes at a time when Musk's influence has expanded within the Trump administration, particularly due to his involvement in the US Department of Government Efficiency (DOGE).
Growth is also being driven by fear, according to Emarketer analyst Jasmine Enberg.
Enberg told Reuters: “Many advertisers may view spending on X as a cost of doing business in order to mitigate potential legal or financial repercussions."
X has also reportedly made progress in attracting small and medium-sized enterprises, an area where the platform has historically faced challenges.
However, Emarketer’s data also showed that even with the projected increase in advertising spend, X’s ad business remains smaller than when the company was acquired by Musk.