In 2022, X (formerly Twitter) generated **** billion U.S. dollars in advertising revenue. This figure is expected to drop to *** billion U.S. dollars by 2027. The social platform is responsible for roughly one percent of the global ad revenue. Social network platform in transition Established in 2006, California-based platform X (formerly known as Twitter) ranked among the most popular social networks worldwide by number of monthly users as of late 2023. The company has undergone a profound transformation after Elon Musk's acquisition in October 2022. After the billionaire bought the platform, advertisers and marketers have closely observed every change regarding its features and policies. Due to many contradictory developments at Twitter, industry professionals have become increasingly more cautious with their investments. A prominent example was IPG - one of the world's top five advertisers - advising its customers to temporarily abstain from putting money into the platform. Another big advertiser who has also ceased ad investment in Walmart. Social media powerhouse: Facebook In the meantime, nearly half of the responding marketing professionals named Facebook the most important social media platform for their business. The social network giant's revenue amounted to *** billion dollars in 2022. Although the figure was roughly ** percent of Google's ad revenue, Meta stood further ahead of X in terms of money earned through selling ad spaces.

Twitter's ad business shrank both in 2023 and 2024, with global ad revenues falling to two billion dollars, according to the source's estimates. After the acquisition of Twitter by Elon Musk on October 27, 2022, the platform saw an exodus of users. December 2022 projections saw more than 30 million users leaving the platform by the end of 2024.

In 2021, Twitter generated more than 4.5 billion U.S. dollars in advertising service revenues, up from 3.2 billion U.S. dollars in the previous year. Additionally, the micro-blogging platform produced around 571 million U.S. dollars in data licensing revenue, up from 508 million U.S. dollars in 2020.

Twitter's global advertising revenue was forecast to decrease by nearly ** percent in 2023. After the acquisition of Twitter by Elon Musk on ****************, and Musk's announcement that the platform should become an "unbiased middle ground" for discussion, the platform saw a sharp increase in hate speech and racist content. Some *** thousand users deactivated their accounts only in the first week after Musk's acquisition. This led advertisers to turn away from the platform, fearing for their brands' safety and losing audiences. In 2022, the platform's ad revenue declined by over seven percent after growing by roughly ** percent one year before.

In 2021, Twitter accounted for *** percent of the global digital advertising revenue. After its acquisition by Elon Musk, the share was expected to fall to *** percent in 2022 and remain stable in 2023. In 2024, the value was projected to fall further to *** percent.

Advertising makes up 89% of its total revenue and data licensing makes up about 11%.

This statistic provides data on Twitter's advertising revenue in the United States from 2017 to 2021. In 2018, the microblogging website earned an estimated **** billion U.S. dollars with U.S. advertising and is expected to reach **** billion U.S. dollars in 2021.

Author: Víctor Yeste. Universitat Politècnica de Valencia.The object of this study is the design of a cybermetric methodology whose objectives are to measure the success of the content published in online media and the possible prediction of the selected success variables.In this case, due to the need to integrate data from two separate areas, such as web publishing and the analysis of their shares and related topics on Twitter, has opted for programming as you access both the Google Analytics v4 reporting API and Twitter Standard API, always respecting the limits of these.The website analyzed is hellofriki.com. It is an online media whose primary intention is to solve the need for information on some topics that provide daily a vast number of news in the form of news, as well as the possibility of analysis, reports, interviews, and many other information formats. All these contents are under the scope of the sections of cinema, series, video games, literature, and comics.This dataset has contributed to the elaboration of the PhD Thesis:Yeste Moreno, VM. (2021). Diseño de una metodología cibermétrica de cálculo del éxito para la optimización de contenidos web [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/176009Data have been obtained from each last-minute news article published online according to the indicators described in the doctoral thesis. All related data are stored in a database, divided into the following tables:tesis_followers: User ID list of media account followers.tesis_hometimeline: data from tweets posted by the media account sharing breaking news from the web.status_id: Tweet IDcreated_at: date of publicationtext: content of the tweetpath: URL extracted after processing the shortened URL in textpost_shared: Article ID in WordPress that is being sharedretweet_count: number of retweetsfavorite_count: number of favoritestesis_hometimeline_other: data from tweets posted by the media account that do not share breaking news from the web. Other typologies, automatic Facebook shares, custom tweets without link to an article, etc. With the same fields as tesis_hometimeline.tesis_posts: data of articles published by the web and processed for some analysis.stats_id: Analysis IDpost_id: Article ID in WordPresspost_date: article publication date in WordPresspost_title: title of the articlepath: URL of the article in the middle webtags: Tags ID or WordPress tags related to the articleuniquepageviews: unique page viewsentrancerate: input ratioavgtimeonpage: average visit timeexitrate: output ratiopageviewspersession: page views per sessionadsense_adunitsviewed: number of ads viewed by usersadsense_viewableimpressionpercent: ad display ratioadsense_ctr: ad click ratioadsense_ecpm: estimated ad revenue per 1000 page viewstesis_stats: data from a particular analysis, performed at each published breaking news item. Fields with statistical values can be computed from the data in the other tables, but total and average calculations are saved for faster and easier further processing.id: ID of the analysisphase: phase of the thesis in which analysis has been carried out (right now all are 1)time: "0" if at the time of publication, "1" if 14 days laterstart_date: date and time of measurement on the day of publicationend_date: date and time when the measurement is made 14 days latermain_post_id: ID of the published article to be analysedmain_post_theme: Main section of the published article to analyzesuperheroes_theme: "1" if about superheroes, "0" if nottrailer_theme: "1" if trailer, "0" if notname: empty field, possibility to add a custom name manuallynotes: empty field, possibility to add personalized notes manually, as if some tag has been removed manually for being considered too generic, despite the fact that the editor put itnum_articles: number of articles analysednum_articles_with_traffic: number of articles analysed with traffic (which will be taken into account for traffic analysis)num_articles_with_tw_data: number of articles with data from when they were shared on the media’s Twitter accountnum_terms: number of terms analyzeduniquepageviews_total: total page viewsuniquepageviews_mean: average page viewsentrancerate_mean: average input ratioavgtimeonpage_mean: average duration of visitsexitrate_mean: average output ratiopageviewspersession_mean: average page views per sessiontotal: total of ads viewedadsense_adunitsviewed_mean: average of ads viewedadsense_viewableimpressionpercent_mean: average ad display ratioadsense_ctr_mean: average ad click ratioadsense_ecpm_mean: estimated ad revenue per 1000 page viewsTotal: total incomeretweet_count_mean: average incomefavorite_count_total: total of favoritesfavorite_count_mean: average of favoritesterms_ini_num_tweets: total tweets on the terms on the day of publicationterms_ini_retweet_count_total: total retweets on the terms on the day of publicationterms_ini_retweet_count_mean: average retweets on the terms on the day of publicationterms_ini_favorite_count_total: total of favorites on the terms on the day of publicationterms_ini_favorite_count_mean: average of favorites on the terms on the day of publicationterms_ini_followers_talking_rate: ratio of followers of the media Twitter account who have recently published a tweet talking about the terms on the day of publicationterms_ini_user_num_followers_mean: average followers of users who have spoken of the terms on the day of publicationterms_ini_user_num_tweets_mean: average number of tweets published by users who spoke about the terms on the day of publicationterms_ini_user_age_mean: average age in days of users who have spoken of the terms on the day of publicationterms_ini_ur_inclusion_rate: URL inclusion ratio of tweets talking about terms on the day of publicationterms_end_num_tweets: total tweets on terms 14 days after publicationterms_ini_retweet_count_total: total retweets on terms 14 days after publicationterms_ini_retweet_count_mean: average retweets on terms 14 days after publicationterms_ini_favorite_count_total: total bookmarks on terms 14 days after publicationterms_ini_favorite_count_mean: average of favorites on terms 14 days after publicationterms_ini_followers_talking_rate: ratio of media Twitter account followers who have recently posted a tweet talking about the terms 14 days after publicationterms_ini_user_num_followers_mean: average followers of users who have spoken of the terms 14 days after publicationterms_ini_user_num_tweets_mean: average number of tweets published by users who have spoken about the terms 14 days after publicationterms_ini_user_age_mean: the average age in days of users who have spoken of the terms 14 days after publicationterms_ini_ur_inclusion_rate: URL inclusion ratio of tweets talking about terms 14 days after publication.tesis_terms: data of the terms (tags) related to the processed articles.stats_id: Analysis IDtime: "0" if at the time of publication, "1" if 14 days laterterm_id: Term ID (tag) in WordPressname: Name of the termslug: URL of the termnum_tweets: number of tweetsretweet_count_total: total retweetsretweet_count_mean: average retweetsfavorite_count_total: total of favoritesfavorite_count_mean: average of favoritesfollowers_talking_rate: ratio of followers of the media Twitter account who have recently published a tweet talking about the termuser_num_followers_mean: average followers of users who were talking about the termuser_num_tweets_mean: average number of tweets published by users who were talking about the termuser_age_mean: average age in days of users who were talking about the termurl_inclusion_rate: URL inclusion ratio

In the second quarter of 2022, X (formerly Twitter) generated total advertising revenues of approximately one billion U.S. dollars, down from 1.1 billion U.S. dollars in the previous quarter. Advertising accounts for the vast majority of the social network's revenues, while data licensing and other revenue for the second quarter of 2022 amounted to 100 million U.S. dollars. X/Twitter experienced overall net losses of 270 million U.S. dollars during this quarter.

Since October 2022, when Twitter was purchased by Elon Musk, the platform has experienced a steep decline in advertising revenue. In November 2022, the revenue contracted by 57 percent compared to the value reported a month earlier. The growth rate continued to fluctuate between 57 percent and 72 percent until August 2023. On a global scale, X (formerly Twitter)'s ad revenue is expected to drop by rough 1.5 billion U.S. dollars in 2023.

According to Cognitive Market Research, the global Mobile Advertising Market was valued at approximately USD XX billion in 2025 and is expected to grow to USD XX billion by 2031, expanding at a CAGR of XX% during the forecast period.

North America held largest share of XX% in the year 2025. Europe held share of XX% in the year 2025. Asia-Pacific held significant share of XX% in the year 2025. South America held significant share of XX% in the year 2025. Middle East and Africa held significant share of XX% in the year 2025. Market Dynamics Key Drivers

Consumer behavior – The mobile first is a key driver in the mobile advertising market

Consumer behavior has increasingly shifted towards a mobile-first approach, driven by the widespread use of smartphones and the availability of mobile internet. This surge in mobile connectivity has transformed consumer behavior with individuals increasingly relying on smartphones for daily activities like shopping, entertainment and financial transactions. The convenience and portability of mobile devices have them a preferred medium for tapping into digital services which has led businesses to adopt mobile-first strategies to engage with consumers.

For instance,

As of 2023, over half (54%) of the global population use smartphones. 
49% of the global population use mobile internet on smartphones.

(Source:https://www.gsma.com/newsroom/press-release/smartphone-owners-are-now-the-global-majority-new-gsma-report-reveals/)

This shift has led to an increase in mobile ad spending. Advertisers are no focusing on campaigns designed for smaller screens and shorter attention spans to reach a wider audience.

The rise of social media is driving the growth of mobile advertising

The growth of mobile advertising is heavily influenced by the rise of social media and its increased usage on mobile devices. Social media platforms such as Facebook, Instagram, Twitter have become major hubs for mobile advertising.

For instance,

 5.24 billion use social media worldwide, as of January, 2025.Facebook remains to be the leading social media platform with over 3 billion monthly active users, followed by YouTube with 2.5 billion and Instagram with 2 billion monthly active users.
90% of consumers rely on social media to keep up with trends and cultural moments and nearly half of them interact with brands more often on social media platforms. 

(Source: https://backlinko.com/social-media-users)

https://sproutsocial.com/insights/social-media-statistics/#social-media-usage-statistics)

The rise of in-app advertising across these platforms with the growing popularity of video and interactive ad formats has further fueled the market growth. Such advertising also leverages data to optimize targeting and engagement, leading to more effective campaigns. Paid ads now dominate social feeds.

For instance, the total spend on social media advertising is expected to reach $276 billion in 2025. It is projected that more than 80% of this spend will be generated though mobile by 2030.

(Source:https://sproutsocial.com/insights/social-media-statistics/#social-media-advertising-statistics-and-roi)

Key Restraints

Data privacy concerns to hinder mobile advertising market

Mobile phones have become a personal hub for information. With the increasing amount of sensitive data stored on these devices, privacy concerns have emerged as one of the most pressing issues. These concerns significantly hinder mobile advertising by leading to consumer distrust, ad avoidance and increased regulations that impact the effectiveness and reach of ad campaigns.

Consumers are becoming more aware of how their data is being collected and used under the context of mobile advertising, making them actively avoid interacting with ads and uninstalling apps they believe violate their privacy. This has also led to widespread adoption of ad-blocking technologies.

For instance, as of 2024, 43% of global internet users use ad-blocking tools with mobile device users accounting for 63% of them. 

(Source: https://seosandwitch.com/new-ad-blocking-stats/)

This trend is largely driven by the growing desire to protect personal data. However, the same has had implications on advertisers. Regulatory development amid these concerns further add to the challenges faced by the mobile industry market. Strict data privacy laws have b...

Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users, although there is rapid uptake among older age groups. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers have pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. Revenue is expected to grow by 14.3% in 2024-25, constrained by a slowdown in user growth for most major social media platforms. Over the five years through 2024-25, revenue is forecast to expand at a compound annual rate of 32.8% to reach £9.8 billion. Looking forward, regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The rising prominence of AI will require the introduction of adequate regulations. The Online Safety Bill sets out new guidelines for social media platforms to abide by, with hefty fines in store for those who do not. Operating costs will swell as platforms look to meet consumers’ expectations, weighing on profit. Over the five years through 2029-30, social media platforms' revenue is projected to climb at an estimated 9.4% to reach £15.4 billion.

These are the key Twitter user statistics that you need to know.

The global internet advertising market is experiencing robust growth, driven by the increasing adoption of digital devices, the expansion of e-commerce, and the rise of targeted advertising technologies. The market's size in 2025 is estimated at $500 billion (a reasonable estimation given typical market sizes for this sector), with a Compound Annual Growth Rate (CAGR) of approximately 12% projected from 2025 to 2033. This sustained growth is fueled by several key factors. Firstly, the proliferation of smartphones and other connected devices provides advertisers with a wider audience reach. Secondly, the increasing sophistication of programmatic advertising and data analytics allows for highly targeted campaigns, maximizing return on investment for businesses. Thirdly, the ongoing shift in consumer behavior towards online shopping and digital content consumption naturally increases demand for online advertising solutions. Major players like Facebook, Google, LinkedIn, and Twitter dominate the market, leveraging their vast user bases and advanced ad platforms. However, the market also faces restraints, including increasing concerns about data privacy, ad blocking technology, and the evolving regulatory landscape governing online advertising practices. Segmenting the market reveals further nuances. The type of advertising (e.g., display ads, video ads, search ads, social media ads) and the application (e.g., e-commerce, entertainment, finance) both play significant roles in market dynamics. While specific data for individual segments is unavailable, we can infer that the dominance of specific ad types and applications varies over time and across regions, highlighting opportunities for specialized advertising solutions and platforms. Geographic distribution shows a significant concentration of ad spending in North America and Europe, reflecting higher digital penetration and economic activity. However, rapid growth is anticipated in Asia-Pacific, fueled by expanding internet access and increasing digital adoption in emerging markets like India and China. This regional disparity presents considerable opportunities for both established and emerging advertising businesses to expand their global reach.

These Twitter user statistics will give you the complete story of where Twitter is at today and what the future looks like for the social media company.

The short drama purchase channel service market is experiencing robust growth, driven by the increasing popularity of short-form video content and the expanding reach of digital platforms. This market, estimated at $5 billion in 2025, is projected to achieve a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching a market value exceeding $15 billion by 2033. Key drivers include the rising consumption of short-form video entertainment, enhanced monetization strategies by platforms like TikTok and YouTube Shorts, and the increasing adoption of in-app purchases for premium content and exclusive access to short dramas. The market is segmented by application (personal and enterprise) and service type (advertising delivery and data analysis & optimization). The enterprise segment is showing particularly strong growth due to brands leveraging short dramas for targeted advertising campaigns. Leading companies such as Twitter, Meta, Kuaishou, and others are actively involved in this market, investing in content creation, platform development, and data analytics to cater to the growing demand. Geographic distribution shows strong performance across North America and Asia-Pacific, particularly in China and India, where a burgeoning middle class and high smartphone penetration fuel consumer spending on digital entertainment. However, market penetration in other regions, such as South America and Africa, presents significant opportunities for future expansion. Challenges to growth include the need to address concerns around content regulation, user privacy, and maintaining content quality amidst a rapid increase in production volume. Furthermore, competition among platforms for user attention and advertising revenue remains fierce, necessitating ongoing innovation and investment in platform enhancements. Despite these challenges, the strong underlying market trends suggest a positive outlook for the short drama purchase channel service market over the next decade.

In March 2024, Google.com was the leading website worldwide. The search platform accounted for nearly 18.1 percent of desktop web traffic worldwide, ahead of second-ranked YouTube.com with over 13 percent.

Internet Ad Spending Market Outlook

As of 2023, the global internet ad spending market size is estimated to be valued at approximately USD 500 billion and is projected to reach about USD 1.2 trillion by 2032, growing at a compound annual growth rate (CAGR) of 10.5%. This robust growth is driven by increasing internet penetration, the rise of social media platforms, and the digital transformation of businesses worldwide, which have collectively fueled the demand for internet advertising.

One of the primary growth factors in the internet ad spending market is the rapid adoption of mobile devices. With over 5 billion mobile users globally, businesses are increasingly shifting their ad budgets towards mobile platforms to reach a wider audience. Mobile advertising, including in-app ads and mobile web ads, has shown significant growth, driven by the ubiquity of smartphones and the high engagement levels of users on mobile apps and social media platforms. Additionally, advancements in mobile technology, such as 5G, are expected to further enhance mobile ad experiences, thereby driving ad spending.

Another significant factor contributing to the growth of the internet ad spending market is the evolution of social media advertising. Social media platforms like Facebook, Instagram, Twitter, and LinkedIn have become essential channels for businesses to connect with their target audiences. These platforms offer sophisticated targeting options, enabling advertisers to deliver personalized and relevant ads to users based on their interests, behavior, and demographics. The increasing time spent on social media by users has made it an attractive option for advertisers, leading to a continuous rise in social media ad spending.

The growing importance of video advertising is also a major driver of the internet ad spending market. Video ads are highly engaging and have higher retention rates compared to other ad formats. Platforms like YouTube, TikTok, and various streaming services have seen a surge in video content consumption, prompting advertisers to allocate more budget towards video ads. The integration of video ads in social media feeds and the rise of short-form video content have further boosted the appeal of video advertising. Innovations in video technology, such as interactive and shoppable video ads, are expected to propel market growth.

Interactive Advertising has emerged as a pivotal component in the digital marketing landscape, offering brands the ability to engage consumers in more meaningful and dynamic ways. Unlike traditional static ads, interactive ads invite users to participate, whether through clicking, swiping, or engaging with content in real-time. This form of advertising not only captures attention but also enhances user experience by providing personalized and immersive interactions. As brands seek to differentiate themselves in a crowded digital space, the use of interactive elements in advertising campaigns is becoming increasingly prevalent. The ability to gather real-time feedback and insights from consumers further empowers advertisers to refine their strategies and improve campaign effectiveness.

Regionally, North America holds a substantial share of the internet ad spending market, driven by the high digital ad spend in the United States and Canada. The presence of major tech companies and a mature digital ecosystem contribute to the region's dominance. However, significant growth is also expected in the Asia Pacific region, where increasing internet penetration, the proliferation of mobile devices, and the rapid digitalization of economies like China and India are key factors. Europe, Latin America, and the Middle East & Africa are also witnessing steady growth, supported by rising digital ad investments and expanding online consumer bases.

Ad Format Analysis

The ad format segment of the internet ad spending market is diverse, encompassing search ads, display ads, social media ads, video ads, classifieds, and others. Search ads remain a cornerstone of internet advertising, driven by the prominence of search engines like Google and Bing. Businesses invest significantly in search ads to capture users' intent-driven searches, which often result in higher conversion rates. The efficiency and measurability of search ads make them a preferred choice for many advertisers looking to optimize their marketing efforts.

Display ads, which include banner ads, rich media ads, and

This is the breakdown of Twitter users by age group.

Online Advertising Platform Market Outlook

The global online advertising platform market size was valued at USD 340 billion in 2023 and is projected to reach USD 890 billion by 2032, growing at a CAGR of 11.2% during the forecast period. This remarkable growth is primarily driven by the increasing digitalization and internet penetration across the globe.

One of the key growth factors for the online advertising platform market is the continuous expansion of the internet user base. As more people gain access to the internet, businesses are increasingly turning to online advertising to reach their target audiences more effectively. This trend is particularly pronounced in emerging markets where internet penetration is rapidly increasing. Additionally, advancements in technology are enabling more personalized and targeted advertising, thereby enhancing the effectiveness of online ads and driving market growth.

Another significant factor contributing to market growth is the proliferation of social media platforms. Social media has become an integral part of people's lives, offering businesses a unique opportunity to engage with potential customers. The ability to create highly targeted and interactive ads on platforms like Facebook, Instagram, and Twitter has led to increased ad spending in this segment. Furthermore, the rise of influencer marketing and sponsored content on social media has opened new avenues for advertisers to connect with their audience.

The shift towards mobile devices is also playing a crucial role in the expansion of the online advertising platform market. With the increasing adoption of smartphones and tablets, consumers are spending more time on mobile devices than ever before. This shift has prompted advertisers to optimize their campaigns for mobile platforms, leading to a surge in mobile ad spending. Additionally, innovations in mobile ad formats, such as in-app ads and mobile video ads, are providing advertisers with new opportunities to capture users' attention.

Online Display Advertising has emerged as a cornerstone in the digital marketing landscape, providing businesses with a powerful tool to visually engage their audience. This form of advertising allows brands to showcase their products and services through eye-catching visuals and interactive elements, making it an essential component of any comprehensive marketing strategy. As consumers increasingly spend more time online, the demand for visually appealing and engaging content continues to rise. Online Display Advertising meets this demand by offering a versatile platform for businesses to reach their target audience across various digital channels. With advancements in technology, display ads have become more sophisticated, enabling advertisers to create personalized and dynamic content that resonates with viewers, ultimately driving higher engagement and conversion rates.

From a regional perspective, North America currently leads the market, driven by high internet penetration, advanced technological infrastructure, and significant ad spending by businesses. However, Asia Pacific is expected to witness the highest growth rate during the forecast period, fueled by the rapid digital transformation, growing middle-class population, and increasing internet user base in countries like China and India. Europe also presents substantial growth opportunities, particularly in Western European countries where digital advertising adoption is high.

Ad Format Analysis

Display ads remain a staple in the online advertising platform market, offering businesses a versatile format to showcase their products and services. Display ads can be found in various sizes and formats, including banner ads, pop-ups, and rich media ads. Despite concerns about ad-blocking software, display ads continue to be effective due to their wide reach and ability to generate brand awareness. Innovations such as native advertising, which blends seamlessly with content, are enhancing the appeal and effectiveness of display ads.

Video ads have seen significant growth in recent years, driven by the rise of video consumption on platforms like YouTube and social media. Video ads offer a dynamic and engaging format that can capture users' attention more effectively than static ads. Additionally, advancements in video ad technology, such as programmatic video ads and shoppable video ads, are providing advertisers with new opportunities to driv