Disney, Comcast, Lionsgate, and Warner Bros. Discovery are returning to X (formerly Twitter) for advertising after a year-long break. Here’s what prompted the change and what it means for the entertainment industry.
Major entertainment companies, including Disney, have resumed advertising on X, marking a notable shift after a prolonged hiatus. The move comes amid ongoing efforts by the platform’s owner, Elon Musk, to stabilize advertising revenue and rebuild relationships with key brands.
In 2024, Disney joined Comcast, Lionsgate Entertainment, and Warner Bros. Discovery in collectively spending $3.3 million on X advertising, a sharp decrease from the $170 million spent by these companies in 2023. This return follows significant tension after Musk’s controversial response to an antisemitic post that reportedly led to many advertisers pulling their campaigns from the platform.
What Led to the Hiatus?
Disney and several other brands paused advertising on X after Musk engaged with an antisemitic post on the platform. This move caused a backlash from advertisers, resulting in a significant revenue decline for X. Many companies, including Disney, took a firm stance against controversial actions and language that could harm their brand reputations.
But there was more to it than that. Musk accused and sued Media Matters for allegedly “manufactured a report to show advertisers’ posts alongside neo-Nazi and white nationalist posts in order to “drive advertisers from the platform and destroy X Corp.” This was another reason advertisers claimed they pulled from the platform.
Disney had pulled their Disney Parks account off of X but reinstated it last April.
Musk has since taken steps to restore trust with advertisers, emphasizing content moderation and engagement. His public acknowledgment of advertisers returning to the platform shows X’s renewed focus on rebuilding its relationship with major companies.
Disney’s Return: Strategic or Tactical?
Disney’s decision to return to X reflects its strategic focus on reaching diverse audiences across platforms. As a major player in the entertainment industry, Disney relies on effective advertising to promote its vast range of content, from Disney+ to theatrical releases and park experiences.
The reduced spending on X compared to previous years suggests a cautious approach. By maintaining a presence without heavily investing, Disney may be testing the waters while monitoring the platform’s content moderation policies and public perception.
Broader Implications for Advertising
The return of entertainment giants like Disney signals a potential turning point for X as it works to regain credibility with advertisers. For the entertainment industry, maintaining visibility on platforms with massive user bases remains essential, even amid controversies.
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Source: New York Post
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