Twitter 6 Months After Musk

Is It a Viable Platform for Brands and Advertisers, and What Happens Next?

Executive Summary

Almost six months after Elon Musk took the reins at Twitter, the lights are still on, but they are dim. Musk has valued the company at less than half of what he paid for it. And for most brands and advertisers, the cons of having a paid presence on Twitter still outweigh the benefits.

Key Question: Should advertisers spend on Twitter, and will the platform survive?

KEY STAT: We have slashed our global Twitter ad revenue forecast for 2023 by about 37% from our previous forecast, completed just prior to Musk’s takeover.

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Table of Contents

  1. Executive Summary
  2. What is the state of Twitter’s business?
  3. Should advertisers spend on Twitter in 2023?
  4. Should brands keep an organic Twitter presence?
  1. Who is still using Twitter?
  2. How engaged are Twitter users?
  3. Where can advertisers find Twitter deserters in 2023?
  4. Are there any Twitter substitutes?
  1. What does all this mean for the future of Twitter?
  2. Sources
  3. Media Gallery

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Jasmine Enberg


Zach Goldner
Forecasting Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst