Twitter (X) Ad Revenue (2017–2027)
Twitter, rebranded “X” in 2023, currently stands as one of consumers' favorite social media platforms. In 2024, Twitter’s user count is set for a 3.3% increase, to 429.09 million.
What implications does this have for the micro-blogging site's earnings? Let's delve into Twitter's ad revenue over recent years and how expert forecasts have evolved.
How much money does Twitter make from ads?
|
Year |
X ad revenue |
Annual change |
|
2017 |
$2.11 billion |
|
|
2018 |
$2.62 billion |
+24.2% |
|
2019 |
$2.99 billion |
+14.1% |
|
2020 |
$3.21 billion |
+7.4% |
|
2021 |
$4.51 billion |
+40.5% |
|
2022 |
$4.73 billion |
+4.9% |
|
2023 |
$3.31 billion |
-30.0% |
|
2024 |
$3.14 billion |
-5.1% |
|
2025 |
$2.99 billion |
-4.8% |
|
2026 |
$2.84 billion |
-5.0% |
|
2027 |
$2.70 billion |
-4.9% |
Twitter ad revenue: 2017–2024
So, how much money does Twitter make from ads?
According to a recent analysis, from 2017 to 2024, the social network experienced both growth and decline in advertising revenue. In 2017, Twitter’s ad revenue stood at $2.11 billion, and in 2018 it increased to $2.62 billion—a growth of 24.2%. By 2019, ad revenue had grown to $2.99 billion, reflecting a 14.1% increase. This was largely due to leveraging trending topics, live events, and the success of video ads, which were particularly engaging for users.
Growth slowed in 2020, with ad revenue climbing by only 7.4% to reach $3.21 billion. The COVID-19 pandemic impacted advertising budgets, although Twitter rebounded in 2021 with a 40.5% surge to $4.51 billion, as businesses adapted to new digital norms.
In 2022, Twitter’s ad revenue reached $4.73 billion, but growth slowed to 4.9% amid rising competition from platforms like TikTok. This was followed by a sharp 30% decline in 2023, to $3.31 billion, which came as the social media platform was rebranded to X. Economic uncertainty and internal changes promptly followed, heavily affecting advertiser trust.
The figures indicate that in 2024, ad revenue is set to fall further to $3.14 billion, down 5.1%. Despite initiatives like Twitter Blue, the platform still relies heavily on ad income. Nevertheless, Twitter remains an important channel for advertisers targeting a highly engaged audience.
Twitter ad revenue: 2025–2027 forecast
From 2025 to 2027, Twitter's ad revenue is projected to continue declining. In 2025, revenue is forecast to drop to $2.99 billion, driven by competition and shifting advertiser preferences. The challenge of maintaining a stable user base, currently at 429.09 million monthly active users, is critical for attracting ad investments.
In 2026, X’s ad revenue is anticipated to fall to $2.84 billion as competition and economic pressures persist. With its rebranding impacting advertiser trust, efforts to maintain revenue remain complicated. By 2027, experts expect Twitter’s earnings from ads to decrease to $2.7 billion.