Connected Magazine

Twitter blues: has Musk killed the bird that laid a $5.7bn egg?

Can X, formerly Twitter, survive – or will users and advertisers continue to stay away? Marie Boran takes a look

Almost half of Twitter’s advertising revenue has vanished since Elon Musk took the helm last October

Is Twitter dying? This was a question posed by long-time user and regretful owner Elon Musk back in April this year. Haemorrhaging users and advertisers since the SpaceX chief executive’s takeover last October, it has pushed him to his latest solution – and perhaps a final nail in the coffin: a rebrand to X.

It was announced last month that almost half of Twitter’s advertising revenue has disappeared since the Tesla owner took the helm ...