Twitter’s advertising landscape in the United States has been shifting amid ongoing changes at the platform following Elon Musk’s takeover. A noticeable uptick in controversy and hate speech has coincided with a broader discussion about the long-term impact on brand safety and advertiser confidence. The shift in tone and content controls has become a focal point for marketers evaluating whether to maintain, pause, or recalibrate their spending on the network.
According to The New York Times, ad revenue in the United States for the period from April 1 through the first week of May fell to about 88 million dollars, marking a year-over-year decline of roughly 59 percent. The trend has prompted internal reviews and forecasts that appear to fall short of earlier expectations, with weekly results frequently undershooting targets by as much as 30 percent in some cases.
Analysts and observers note that these revenue projections are likely to reflect ongoing advertiser caution. The company has indicated that advertising revenue in the U.S. could continue to underperform in the near term, with projections showing weekly figures significantly below levels seen in the previous year. This cautious outlook underscores the direct link many brands draw between brand safety concerns and the willingness to invest in association with the platform.
Industry insiders report that the ad sales team has raised alarms about advertisers pulling back in response to rising incidents of hate speech, as well as the presence of adult content and content related to online gambling and cannabis. Such dynamics contribute to a risk calculus that often leads brands to scrutinize where their messages appear and what accompanying content might accompany those ads on the feed and pages reached by users.
The leadership transition at Twitter is a central piece of the narrative. Linda Yaccarino, an executive with NBCUniversal experience, was appointed CEO and is anticipated to assume the role in the near term. Observers expect her to address advertiser concerns and rebuild confidence in the company’s monetization strategy as part of the ongoing management reshaping after the acquisition.
Owner Elon Musk has publicly asserted that the advertising side of Twitter is stabilizing, suggesting that advertiser participation is on an uptick and that profitability could follow as confidence returns. The revenue outlook remains a critical barometer for the platform as it continues to balance free expression with the commercial interests that sustain its operations.
Advertising has historically represented a significant portion of Twitter’s revenue, accounting for a substantial share prior to the leadership changes. The platform’s monetization model—primarily driven by ad placement before and during user engagement—has long relied on a steady stream of brand partnerships. The example set by early advertisers illustrates how dependent the network is on a stable pipeline of campaigns from major brands and automotive groups, among others, to sustain growth. The recent pause by large agencies and brands has been widely reported, with executives at General Motors, Volkswagen, and others reconsidering their spend as the platform recalibrates.
In mid-year projections, some observers recalled statements from Musk about ambitious revenue goals for the platform, including targets tied to overall growth and profitability. While the company’s stock market activity has varied, the broader context remains that the platform is navigating a transition period after a major ownership change. Comparisons with figures from 2021, when the company was more consistently valued by the market, provide a benchmark for evaluating current performance.
Industry analysts continue to watch how the new leadership will handle advertiser relations, brand safety controls, and content governance, as well as how the platform will balance scale with the evolving expectations of global advertisers. The path forward will depend on clear strategies to reassure brands about where their ads appear, coupled with practical improvements in content moderation and user experience. The intersection of policy, safety, and revenue will define the near-term trajectory for Twitter’s ad-supported business model as it strives to regain momentum in a competitive digital advertising landscape. Attribution for these shifts often points to a combination of changes in platform governance, evolving consumer behavior, and macroeconomic factors that influence advertising budgets across the tech sector. Citations: The New York Times, industry reports, and market commentary provide context for these observations, with ongoing updates framing the evolving monetization narrative across the platform.