48 X (Twitter) Ads Statistics You Should Know in 2025

If there’s one platform that completely encapsulates the term “real time,” it’s X (formerly Twitter). It has been the go-to platform for breaking news and instant reactions for nearly two decades. From political events to cultural moments, it’s where conversations ignite and trends are born.

This significance translates to a powerful social media presence today, connecting brands with a dynamic and influential audience.

For marketers, understanding the latest X or Twitter ads statistics is not just a good practice—it’s essential. These insights provide the roadmap to navigate the evolving X landscape, optimize campaigns, and unlock the platform’s true potential for reaching your target audience.

Let’s delve into the key X ads statistics you should know in 2025.

X (Formerly Twitter) Ads Statistics

As a platform that has shaped global conversations for years, X continues to be a critical tool for marketers. From its evolving user base to new ad formats and performance benchmarks, understanding its advertising landscape is essential for creating successful campaigns in 2025. Here are the latest statistics to help you maximize your advertising efforts.

An Overview of X’s Advertising Reach

X has solidified its position as a key platform for businesses aiming to engage a global audience.  With users spending more time on the platform and engaging deeply with content, X continues to be a valuable tool for advertisers seeking to stay relevant in an increasingly competitive market.

1. As of early 2024, X has 429 million users worldwide. This figure highlights the platform’s massive global reach. Businesses like yours have a great opportunity to connect with a wide and diverse audience. (Statista)
2. X Premium—a feature that lets users edit tweets and apply for a verified blue checkmark—had around 640,000 subscribers as of April 2023. (Statista)
3. X recorded 237.8 million monetizable daily active users (mDAU) in the last reported quarter of 2022, up from 229 million in the previous quarter. (Statista)
4. In 2022, X made $4.73 billion from ads. This strong ad revenue shows that the platform is still a valuable space for advertisers, despite the app and website changes in recent years. (Statista)
5. American adults spent an average of 34 minutes per day on X in 2023, making it the third most-used platform. (Statista)

Source: Statista

6. Twitter.com saw 6.2 billion worldwide site visits in December 2023, up from 5.9 billion in November. (Statista)
7. The U.S. accounts for just 15% of X’s user base but generates over 50% of its revenue. (Business of Apps)
8. Advertising contributed to 75% of X’s revenue in 2023. (Business of Apps)
9. Time spent on X grew 12.5% year-over-year, with users spending an average of 30.9 minutes daily. As users spend more time on the platform, brands have more opportunities to reach them with content and ads. (X)

X’s Advertising Reach and Demographics

X’s global presence offers brands the opportunity to connect with audiences across a range of regions and cultures. Its user base reflects a dynamic mix of individuals, with millennials leading the way, making the platform particularly valuable for businesses targeting this tech-savvy generation. The balance between younger and older users highlights its versatility in appealing to different age groups. Moreover, with the majority of users accessing X on mobile devices, it emphasizes the importance of delivering content that’s both engaging and optimized for on-the-go consumption.

10. As of April 2024, the countries with the most number of X users are:
    • United States – 106 million
    • Japan – 69 million
    • India – 25 million
    • Indonesia – 25 million
    • United Kingdom – 24 million (Statista)

Source: Statista

11. Men represent 56.4% of X’s global user base. (Statista)
12. The largest user demographic is aged 25-34, accounting for 38.5% of the audience. (Statista)
13. Users aged 35-49 make up 20%, indicating a smaller presence among younger audiences. (Statista)
14. Over 80% of X users access the platform via mobile devices. As such, there’s a need for mobile-friendly content and ads to effectively engage the majority of X’s audience. (web.dev)

What Marketers Think of X (and How They Use it)

Marketers’ opinions on X have become increasingly divided, reflecting the platform’s shifting landscape under new leadership. While some brands continue to find success engaging with audiences—especially in sports, media, and non-profits—others are re-evaluating their advertising strategies. Vertical video ads have shown promise, delivering cost-effective results for early adopters, but concerns about ad safety and declining trust have led many to scale back their investment. For businesses, X remains a space of potential, but navigating it requires careful consideration of its evolving dynamics and audience preferences.

15. In 2024, 12% of senior marketers globally trusted X ads. (Statista)
16. Tweet frequency dropped by 15% across industries in 2024. (RivalIQ)
17. Brands posted a median of 3.31 tweets weekly, with media companies and sports teams posting the most among other types of accounts. (RivalIQ)

Source: RivalIQ

18. Sports teams get the most engagement on X. Schools, non-profit organizations, and influencers closely follow behind. (RivalIQ)
19. Early adopters of vertical video ads saw 14% lower cost per mille (CPMs), or cost per thousand impressions, than other formats. (X)
20. Trust in X ads dropped from 22% in 2022 to 12% in 2024 under Elon Musk’s leadership. (Kantar)
21. Around 26% of marketers plan to spend less on X ads in 2025. (Kantar)
22. Less than 25% of experts plan to do more marketing on X. (Statista)
23. Only 4% of marketers think X ads are safe for their brand, compared to 39% who trust Google ads. (Kantar)

What Users Think of X (And How it Affects Advertising)

Users on X actively engage with brands, making the platform a valuable space for fostering connections and addressing customer needs. Many turn to X to ask questions or seek support, highlighting the importance of timely and responsive interactions. Branded content continues to capture attention, with increased likes, reposts, and views signaling growing interest in such posts. While X may rank lower in trust and innovation compared to other platforms, it remains a vital tool for maintaining visibility and driving engagement in a competitive digital landscape.

24. Seventy-five percent of X users engage with brands on the platform. (Khoros)
25. Over 30% of users contact brands on X to primarily ask questions. (Khoros)
26. Forty-five percent of X users respond more to ads if brands meet their response time expectations. (Khoros)
27. In late 2023, branded content saw 63% more likes, 20% more reposts, 14% more views, and 6% more impressions. These figures show growing user interest in branded posts, making it a good time for you to invest in X content. (X)
28. X ranks lower than the global top 10 for trust or innovation in advertising. Nonetheless, it remains a space for maintaining visibility and engagement. (Kantar)

X Ad Engagement Rates and Performance Benchmarks

X remains a compelling platform for driving ad performance, despite recent shifts in engagement rates.The platform’s mobile-first audience offers unique opportunities for app install campaigns, while holiday and last-minute shopping trends showcase its relevance during peak seasons. Whether it’s driving sales, promoting new products, or engaging students and parents, X continues to be a valuable space for delivering impactful, results-driven advertising.

29. Engagement rates on X dropped by about 20% in 2024, reflecting the changes happening on the platform. (RivalIQ)
30. The average engagement rate per tweet (by follower) across all industries is 0.029%. (RivalIQ)
    

Source: RivalIQ

31. For every dollar spent on X ad campaigns, there’s an average return of $2.70, nearly 40% higher than the average return on other media investments. (X)
32. Product-focused campaigns on X saw a short-term sales ROI of almost $2, compared to about 30 cents for brand-only campaigns. If you want to boost immediate sales, product-focused ads can deliver much better returns, emphasizing X’s strength in converting interest into purchases. (X)
33. X users are 32% more likely to try new products first, 24% more likely to share product recommendations, and 39% more likely to purchase advertised products than non-X users. With holiday shoppers on X being active and influential, brands like you have a great chance to promote products on the platform. (X)
34. Impressions on X increased by 20% from October to November 2023. (X)

Source: X

35. Mentions of last-minute shopping grew by 49% year-over-year in 2023. (X)
36. School-related topics are highly relevant on X, where 1.5 times more active users are students compared to other platforms. Additionally, 39% of X’s users are parents with children. (X)
37. X users are 38% more likely than non-users to download an app directly after seeing an online ad. With X’s mobile-first audience, app install campaigns are a great way to engage users and drive more downloads effectively. (X)
38. In 2023, X ads reached over 660 million users monthly. This means X’s ad reach grew by over 1 million accounts daily or about 13 new accounts every second. (DataReportal)
    

Source: DataReportal

X Ad Formats

X’s diverse ad formats offer brands an opportunity to create highly engaging and memorable campaigns. Leveraging multiple formats can enhance brand awareness and purchase intent by delivering a richer, more interactive user experience.  As video consumption continues to grow, businesses that prioritize eye-catching video ads, especially those with clear branding, can effectively capture attention and boost sales.

39. Using three or more ad formats can boost campaign awareness by 20% and increase purchase intent by 7%. This approach can help you create a richer experience for users, leading to greater recognition of your brand and a stronger likelihood of them taking action, such as making a purchase. (X)
40. Nearly 100% of X users value visual content, making it crucial to create eye-catching ads that clearly showcase your product or key message. (X)
41. Video ads with a clear logo result in 30% higher brand recall without prompting. (X)
42. Video now makes up over 80% of all X user sessions, with video views growing at an average rate of 35% each year. With video consumption increasing rapidly, you should prioritize creating video content to stay relevant and capture users’ attention in a format they’re engaging with more and more. (X)
43. Over 100 million X users watch vertical videos daily to stay connected with current events. (X)
44. Vertical videos contribute to more than 20% of the platform’s overall usage. (X)
45. X users are seven times more likely to engage with vertical video ads by following, reposting, liking, or clicking on links, compared to the same ad on their timeline. This is because vertical videos fit better on mobile screens, making them more engaging and encouraging more interaction with your ad. (X)
46. Vertical video ads provide around 10% more exposure on X than those placed on the Home Timeline alone, offering a cost-effective option if you already use vertical video in other channels. (X)
47. Promoted Video ads on X can drive up to 20% more sales compared to other ad formats. (X)
48. Daily video views have jumped 29% from 2023 to 2024. Video content is becoming more popular on X, meaning now’s a great time to invest in video ads to tap into this growing trend. (X)

Take Your X Ads to the Next Level

Staying up-to-date with X’s advertising trends is crucial for any marketer. The platform constantly changes, and understanding these shifts can help you make better campaign choices. As X evolves, it’s important to keep an eye on new features and user habits to ensure your ads stand out.

At Spiralytics, we specialize in content marketing and pay-per-click strategies that can help you grow your business. Our team of experts works closely with you to create tailored campaigns that drive targeted traffic and maximize ROI.

Whether you’re looking to boost brand awareness or increase conversions, we offer data-driven solutions to deliver real, measurable results.

Get in touch with us today to take your digital marketing to the next level!