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Behind the Numbers: an EMARKETER Podcast
The Daily: Can X Stem User Declines and What the Company Might Turn Into in 2025? | Dec 2, 2024
Dec 2, 2024
The discussion dives into the ongoing user decline at X, formerly Twitter, under Musk's management. It highlights how staff cuts and policy changes have frustrated user engagement. Advertising trends are explored, with a focus on whether major brands will return despite revenue drops. There's contemplation on future developments for X in 2025, examining strategies for boosting engagement and navigating regulatory challenges. The podcast balances insights on political dynamics with the hurdles of content moderation.
18:50
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Quick takeaways
- X's significant decline in user engagement, primarily due to reduced content moderation, poses a serious challenge for retaining its user base.
- Despite advertisers cautiously returning to X, concerns over content safety and potential revenue losses indicate skepticism about the platform's future viability.
Deep dives
User Declines and Content Moderation
X, formerly known as Twitter, has experienced a significant decline in user engagement since Elon Musk's acquisition, with active daily users in the US dropping by approximately 20% since 2022. The reduction in content moderation has created a less inviting environment for many mainstream users, as more disruptive and provocative content has gained visibility. Users have increasingly left the platform due to its inability to maintain a supportive and informative atmosphere, with findings suggesting that the lack of moderation not only deters users but also impacts ad revenue. Consequently, predictions indicate that user counts could continue to decline, potentially falling to 52 million by 2025.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode