An advertiser exodus from Elon Musk’s X gathered pace on Friday, with Apple, Walt Disney, Comcast, Paramount and Warner Bros all pausing spending on the social media platform amid concerns about antisemitic content.
Musk, who bought X last year for $44bn, has drawn criticism for endorsing an antisemitic post on the platform earlier this week. Meanwhile, a report from left-leaning non-profit group Media Matters on Thursday found advertisements for top brands — including Apple, IBM, Oracle and Comcast’s Xfinity, a telecoms company, and Bravo, the TV network — next to posts touting “pro-Nazi” views.
The companies’ decisions follow IBM, which on Thursday announced it was pulling global advertising from the platform. Apple was the fourth-largest advertiser on X in the year to date, according to Sensor Tower data.