Can you believe it has been over a year since Elon Musk bought Twitter? Ever since his purchase in late 2022, Musk has been trying to lure more content creators onto his newly branded platform. 

However, according to the Wall Street Journal, some creators remain reluctant to host their content on X after more than a year under Elon Musk‘s stewardship, citing concerns about the platform’s ability to lure advertisers and unpredictability around ad-revenue payments. 

Many large advertisers have pulled out of the X platform since Musk’s takeover because of concerns about brand safety, lax content moderation, and even Musk’s own posts. In 2023, X was estimated to have brought in about $1.89 billion in revenue in ad revenue, a 54% drop from 2022, according to Insider Intelligence.

“X isn’t exactly a stable or reliable platform,” Jasmine Enberg, an analyst at eMarketer, told the Journal. “Given the state of its ad business, it’s hard to imagine it can convince most creators that it can provide them with a sustainable source of income.”

In addition, according to the Journal, one survey from October found that just 5% of more than 450 creators planned to use X as their main platform to host their content in 2024.

The Journal reported that recently, some creators had also complained about the unpredictability around ad-revenue payouts.

One creator, Chris Reilly, who makes about $20 every several weeks, told the Journal his payments had stopped and resumed twice in the past month.

“I wouldn’t encourage people to sign up for Premium right now and try to do the ad-revenue sharing until this is all sorted out,” he told the newspaper.

Categorized in: