Twitter Ads Statistics for 2026: Ad Revenue, CTR, CPC, Video Performance, ROI, and Brand Safety

In 2026, X (formerly Twitter) occupies a uniquely contested position in the paid social media landscape. Its ad revenue has declined significantly from its 2021 peak of USD 4.73 billion, falling to USD 3.14 billion in 2024, a 5.1% year-over-year decline, and analysts estimated the figure dropped further to approximately USD 2 billion in global ad revenue by some measures. Yet the platform’s performance benchmarks for advertisers who remain active tell a more nuanced story. For every dollar spent on X ad campaigns, there is an average return of USD 2.70, nearly 40% higher than the average return on other media investments. Product-focused campaigns on X generate a short-term sales ROI of almost USD 2 per dollar spent, compared to USD 0.30 for brand-only campaigns on the same platform.

The advertiser exodus triggered by brand safety concerns following Elon Musk’s October 2022 acquisition is well documented in primary data. Kantar’s Media Reactions 2024 survey of 18,000 consumers and 1,000 senior marketers found that only 4% of marketers believe ads on X are brand safe, compared to 39% who trust Google Ads. Marketer trust in X ads dropped from 22% at the time of acquisition to 12% by 2024. And a net 26% of marketers planned to reduce ad spend on X in 2025, the largest recorded pullback from any major global ad platform in Kantar’s research history.

Counterbalancing these headwinds are real performance signals. X users watched 8.3 billion videos daily in 2024, a 40% year-over-year increase as the platform pushed toward a TikTok-style video experience. Early adopters of vertical video ads saw 14% lower CPMs than other formats. X users spend 26% more time viewing ads than on other social platforms. And over 1,700 advertisers returned to X in Q4 2024, including 90 of the top 100 ad spenders from the prior year, signaling a partial recovery in large-brand participation.

This article compiles 75+ Twitter X Ads statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary data providers including Kantar Media Reactions, WARC, BusinessofApps, Hootsuite, Spiralytics, SQ Magazine, Hootsuite, WebFX, Focus Digital, and eMarketer. Every statistic is atomic, individually sourced, and linked directly to its original study or publication.

Scope and Methodology

Includes only publicly available Twitter X Ads statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Twitter X Ads Statistics for 2026

X generated USD 3.14 billion in advertising revenue in 2024, a 5.1% decline from the prior year, based on platform revenue data compiled by BusinessofApps X Revenue and Usage Statistics 2025.
For every dollar spent on X ad campaigns, there is an average return of USD 2.70, nearly 40% higher than the average return on other media investments, based on ROI data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Only 4% of marketers believe ads on X are brand safe, compared to 39% who trust Google Ads, based on the Kantar Media Reactions 2024 survey of 1,000 senior marketers globally by Kantar.
A net 26% of marketers planned to reduce ad spend on X in 2025, the largest recorded pullback from any major global ad platform in Kantar’s research history, based on the Kantar Media Reactions 2024 report.
X users watched 8.3 billion videos daily in 2024, a 40% year-over-year increase as the platform pushed a TikTok-like video experience, based on data compiled by Hootsuite X Stats That Marketers Need to Know in 2025.
Promoted Video ads on X can drive up to 20% more sales compared to other ad formats on the same platform, based on data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
X users are 32% more likely to try new products first and 39% more likely to purchase advertised products than non-X users, based on platform audience data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
The median CPC on X was USD 0.18 and median CPM was USD 2.09, both below Meta’s USD 2.53 CPM, based on 2025 benchmark data reported by Hootsuite Ad Benchmarks 2025, cited in Marketing LTB Twitter Ads Statistics 2025.
Over 1.7 million ad campaigns were created by more than 250,000 advertisers globally on X in 2024, based on platform advertising activity data cited in Vidico X Twitter Statistics and Trends.
Twitter X ads achieve an average CTR of 0.86%, ranking above LinkedIn’s 0.52% and below Facebook’s 0.90% in a cross-platform benchmark study of social media advertising performance from August through December 2025, based on data compiled by Focus Digital Social Media Ads CTR Benchmarks 2025.
Product-focused campaigns on X saw a short-term sales ROI of almost USD 2 per dollar spent, compared to about USD 0.30 for brand-only campaigns, based on campaign ROI data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Marketer trust in X ads declined from 22% in 2022 to 12% in 2024 under Elon Musk’s leadership, based on the Kantar Media Reactions 2024 annual survey of 1,000 senior marketers globally by Kantar.

Ad Revenue and Market Statistics

X’s advertising revenue in 2022 stood at USD 4.73 billion, representing the platform’s peak ad revenue, before declining more than 50% following the ownership change and advertiser exodus in 2023, based on revenue tracking compiled by BusinessofApps X Revenue and Usage Statistics 2025.
Global ad revenues fell to approximately USD 2 billion by WARC estimates for 2024, while BusinessofApps separately reported USD 3.14 billion in ad revenue for the same period, reflecting differing methodologies in measuring X’s opaque financials, based on platform revenue estimates from BusinessofApps X Revenue and Usage Statistics 2025 and WARC, cited in Statista X Twitter Advertising Revenue 2024.
U.S. ad revenue for X was projected to grow 17.5% in 2025 and global ad sales were forecast to rise 16.5%, based on analyst projections cited in Investing.com Twitter X Facts and Statistics.
Advertising contributed to 68% of X’s total revenue in 2024, down from approximately 75% in 2023, as subscription revenue from X Premium and other streams grew, based on data compiled by BusinessofApps X Revenue and Usage Statistics 2025.
X advertising revenue increased 123% year-over-year in December 2024, driven by major brands returning to the platform after pausing campaigns, based on platform advertising activity data cited in Vidico X Twitter Statistics and Trends.
Over 1,700 advertisers returned to X in Q4 2024, including 90 of the top 100 ad spenders from the prior year, based on platform advertiser return data cited in Amra and Elma Top Twitter Marketing Statistics 2025.
The media sector historically accounted for approximately 32% of total ad spend on X, making it the largest industry category by spend on the platform, based on industry spend composition data cited in Marketing LTB Twitter Ads Statistics 2025.
Small businesses commonly report monthly ad spends of USD 101 to USD 500 on X, reflecting the platform’s accessibility for lower-budget advertisers, based on SMB spending data cited in Marketing LTB Twitter Ads Statistics 2025.
X’s total advertising reach covers approximately 586 million monetizable monthly active users available for targeted advertising campaigns, based on platform audience data cited in Vidico X Twitter Statistics and Trends.

Audience and User Statistics

X had approximately 611 million monthly active users (MAUs) and 245 million daily active users (DAUs) worldwide as of early 2025, based on user data compiled by Investing.com Twitter X Facts and Statistics.
The United States is X’s largest single market with over 106 million users as of April 2024, accounting for approximately 14% of the total global user base, based on user data compiled by BusinessofApps X Revenue and Usage Statistics 2025.
Gen Z is X’s largest generational group, growing 12% since 2022 and driving a 6.9% brand equity jump in Q3 2024, based on internal X data reported by Hootsuite X Stats That Marketers Need to Know in 2025.
68.5% of all X users are male, one of the highest gender disparities of any major social network, based on demographic data compiled by BusinessofApps X Revenue and Usage Statistics 2025.
The largest X user demographic is aged 25 to 34, accounting for 38.5% of the audience, followed by users aged 35 to 49 at 20%, based on demographic data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Over 80% of X users access the platform via mobile devices, making mobile-optimized ad creative essential for campaign performance, based on platform usage data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
91% of Britons still recognized X as a social media platform in a YouGov poll conducted in late 2024, positioning it second only to Facebook in brand awareness in the UK, based on a YouGov poll cited in Enrich Labs Twitter X Benchmarks 2025.
X users are 24% more likely to share product recommendations than non-X users, based on platform audience propensity data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
American adults spent an average of 34 minutes per day on X in 2023, making it the third most-used platform by daily time among U.S. adults, based on data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
eMarketer predicted X would lose 10 million users globally in 2025, though U.S. traffic remained stable, based on eMarketer forecast data cited in Vidico X Twitter Statistics and Trends.

CTR Benchmark Statistics

The average CTR for X (Twitter) ads is 0.86% across campaigns, ranking above LinkedIn’s 0.52% and close to Facebook’s 0.90% in a cross-platform analysis of social media advertising performance from August through December 2025, based on data compiled by Focus Digital Social Media Ads CTR Benchmarks 2025.
Promoted tweets on X have an average CTR of 1% to 3%, while organic posts average 0.5% to 1.5%, reflecting a meaningful uplift from paid amplification, based on benchmark data compiled by WebFX X Twitter Marketing Benchmarks for 2026.
A 2024 experiment found that a USD 130 investment on X generated 150,000 impressions, a 1% CTR, and a CPC of approximately USD 0.08, demonstrating the potential cost efficiency available to well-targeted campaigns, based on a practitioner experiment reported by Coupler.io PPC Stats and Benchmarks 2025.
Early adopters of vertical video ads on X saw 14% lower CPMs than other ad formats in the same period, based on vertical video format performance data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Ad engagement on X rose approximately 22% between 2023 and 2024 in aggregated datasets, based on engagement trend data cited in Marketing LTB Twitter Ads Statistics 2025.
X users spend 26% more time viewing ads compared to users on other social platforms, based on platform-reported audience behavior data cited in ContentStudio Twitter Statistics.
Promoted tweets on X can boost purchase intent by 53%, based on platform-reported advertiser outcome data cited in ContentStudio Twitter Statistics.
The average conversion rate for X ads is 1% to 3%, comparable to the platform’s overall CTR range and higher than typical website conversion rates of 0.5% to 2%, based on conversion rate benchmarks compiled by WebFX X Twitter Marketing Benchmarks for 2026.

CPC and Cost Statistics

The median CPC on X was approximately USD 0.18 in 2025 benchmark data, the lowest median CPC among major social advertising platforms, based on 2025 benchmark data reported by Hootsuite Ad Benchmarks 2025, cited in Marketing LTB Twitter Ads Statistics 2025.
X’s CPC declined 9.3% year-over-year to an average of USD 0.87 in 2025, partially due to reduced brand participation and lower ad auction competition, based on social media advertising cost data compiled by SQ Magazine Social Media Advertising Statistics 2025.
The average CPC for X ads ranges from USD 0.50 to USD 2.00 across standard campaign types, with competitive topics or live events pushing costs to USD 3 to USD 5, based on cost benchmark ranges compiled by WebFX X Twitter Marketing Benchmarks for 2026.
The average CPM for X ads stands at approximately USD 3.11, making X one of the most cost-efficient platforms for reach-based campaigns, based on CPM data from Coupler.io Twitter Ads Analytics Guide.
X’s CPM of USD 2.09 is lower than Meta’s USD 2.53 CPM in Hootsuite’s 2025 comparative dataset, based on cross-platform CPM benchmarks by Hootsuite Ad Benchmarks 2025, cited in Marketing LTB Twitter Ads Statistics 2025.
The average cost per follow on X is USD 2 to USD 4, based on follower acquisition cost benchmarks compiled by WebFX X Twitter Marketing Benchmarks for 2026.
The average cost per action (CPA) on X is approximately USD 21.55 based on Hootsuite’s 2025 benchmark dataset, based on CPA data cited in Marketing LTB Twitter Ads Statistics 2025.
Promoted posts on X cost approximately USD 0.26 to USD 1.50 per action, making it one of the most cost-effective paid action formats across social advertising platforms, based on cost-per-action data cited in Vidico X Twitter Statistics and Trends.
The average cost per engagement (CPE) on X is approximately USD 0.13 based on Hootsuite’s 2025 median benchmark dataset, based on CPE data cited in Marketing LTB Twitter Ads Statistics 2025.
Brands using automated bidding tools on X experienced a 7.4% decrease in average CPC across campaigns in 2025, based on bidding performance data compiled by SQ Magazine Social Media Advertising Statistics 2025.

Video Ad Statistics

X users watched 8.3 billion videos daily in 2024, representing a 40% year-over-year increase as the platform introduced a dedicated video tab, based on video consumption data compiled by Hootsuite X Stats That Marketers Need to Know in 2025.
Daily video views on X increased by 29% from 2023 to 2024, based on platform video growth data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Video content receives 10 times more engagement than text-only posts on X, based on format comparison data cited in Vidico X Twitter Statistics and Trends.
Promoted Video ads on X drive up to 20% more sales compared to other ad formats on the platform, based on ad format performance data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Twitter video ads achieve an average completion rate of 80%, based on platform-reported video completion benchmark data cited in ContentStudio Twitter Statistics.
Video is now part of more than 80% of all user sessions on X, based on platform session composition data cited in Amra and Elma Top Twitter Marketing Statistics 2025.
Each day, 150,000 new long-form posts are published on X, generating over 3 billion impressions, based on platform content volume data cited in Amra and Elma Top Twitter Marketing Statistics 2025.
Video completion and view rates on X rose strongly year-over-year into 2024 and 2025 as X prioritized video ad formats, based on format performance trends cited in Marketing LTB Twitter Ads Statistics 2025.
X users are 38% more likely to download an app from an ad compared to users on other social platforms, making app install campaigns particularly effective on the platform, based on app ad performance data cited in Hootsuite X Twitter Ads Guide 2025.

Brand Safety and Advertiser Trust Statistics

Only 4% of marketers think adverts on X provide brand safety, compared to 39% who trust Google Ads, based on the Kantar Media Reactions 2024 survey of 1,000 senior marketers in 27 markets by Kantar.
Marketer trust in adverts on X declined from 22% at the time of Musk’s acquisition in 2022 to 12% by 2024, based on annual tracking data in the Kantar Media Reactions 2024 report by Kantar.
A net 26% of marketers planned to reduce ad spend on X in 2025, the largest recorded pullback from any major global ad platform, based on the Kantar Media Reactions 2024 survey of 1,000 senior marketers globally by Kantar.
X scores outside the global top ten for both trust and perceived ad innovation among major platforms, while YouTube is the most trusted and TikTok is the most innovative for the fifth consecutive year, based on the Kantar Media Reactions 2024 report by Kantar.
The average brand safety score on X exceeds 99% and brand suitability scores are over 97% when controls are applied, based on brand safety measurement data cited in Amra and Elma Top Twitter Marketing Statistics 2025.
12% of senior marketers globally trusted X ads in 2024, down from 22% in 2022, based on the Kantar Media Reactions 2024 annual study cited in WARC Kantar Media Reactions 2024 Key Trends.
Engagement rates on X dropped by about 20% in 2024 overall, reflecting platform changes and shifting user behavior following the ownership change, based on engagement trend data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Tweet frequency dropped by 15% across industries in 2024, with median brand posts declining from 3.91 per week in 2023 to 2.16 in 2024, based on brand posting behavior data cited in RecurPost X Twitter Statistics 2026.

ROI and Performance Statistics

The average ROI across all social advertising platforms in 2025 reached USD 5.28 per USD 1 spent, with X delivering USD 2.70 per dollar, placing it below the social advertising average but above zero-performing channels, based on cross-platform ROI comparison data by SQ Magazine Social Media Advertising Statistics 2025.
X delivers 40% higher returns compared to other platforms in certain campaign contexts, particularly for time-sensitive and culturally resonant campaigns, based on comparative ROI data cited in Adweek.org Twitter ROI Benchmarks 2025.
Global ad engagement on X was up 35% year-over-year in aggregated datasets, based on engagement trend data cited in Adweek.org Twitter ROI Benchmarks 2025.
Sports teams consistently achieve the highest engagement rates of any industry on X, with schools, nonprofits, and influencer accounts close behind, based on industry engagement benchmarking data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Only 5.5% of marketers use X for influencer campaigns, far below TikTok at 58.9% and Instagram at 35.2%, based on influencer marketing platform usage data compiled by Hootsuite X Stats That Marketers Need to Know in 2025.
Time spent in X Communities has risen 300% since May 2023, indicating growing niche audience engagement that advertisers targeting specific communities can leverage, based on platform engagement data cited in Amra and Elma Top Twitter Marketing Statistics 2025.
X has paid out more than USD 20 million to its creator community, establishing a monetization ecosystem that supports brand-partnered creator campaigns, based on creator payout data cited in Amra and Elma Top Twitter Marketing Statistics 2025.

Regional and Demographic Statistics

The United States accounts for a disproportionate share of X’s total ad revenue relative to its share of users, making U.S. advertisers the most commercially significant cohort on the platform, based on geographic revenue composition data cited in Marketing LTB Twitter Ads Statistics 2025.
The countries with the most X users as of April 2024 include the United States, Japan, Indonesia, the United Kingdom, and India, based on geographic user data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.
Indonesia, the United Kingdom, India, and Brazil are significant user markets with millions of users each, with Indonesia frequently ranking among the highest by user volume outside the United States, based on geographic distribution data cited in Marketing LTB Twitter Ads Statistics 2025.
North America typically shows higher CPC and CPM price points than Asia-Pacific and Latin American markets, based on regional cost benchmark data cited in Marketing LTB Twitter Ads Statistics 2025.
25% of Americans aged 30 to 49 use X, making it the strongest platform for reaching established professionals in that age bracket outside of LinkedIn, based on Pew Research data cited in Hootsuite X Stats That Marketers Need to Know in 2025.
X use is relatively consistent across income categories, with 15% to 24% of Americans in all income categories under USD 99,999 using the platform, based on demographic research cited in Hootsuite X Stats That Marketers Need to Know in 2025.

References

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