A global survey by Kantar, which polled 1,000 senior marketers and 18,000 consumers across over 20 countries, found that 26% of marketers plan to cut their spending on X in 2025. The same report showed that only 4% of marketers trust X for brand safety, compared to 39% for Google Ads.

But the 2024 elections may force some brands to recalibrate their cautious approaches to X given Musk’s close ties to President-elect Donald Trump.