Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Should advertisers spend on Twitter in 2023?

Amazon and Apple are two major advertisers that have reportedly started spending again on Twitter, but many big agencies still haven’t advised clients to end their pause. We expect Twitter’s worldwide ad revenues to plummet by 27.9% this year as advertisers continue to pull back spending.

  • Twitter’s ad business will shrink to roughly its 2019 size this year. Spending by Twitter’s top 10 advertisers—such as Amazon, IBM, and Coca-Cola—plummeted by 89% from $71 million in September–October 2022 to just $7.1 million in February–March 2023, per Sensor Tower. Without many of its big brand commitments, Twitter will continue to see its ad revenues decline. Brand advertising has historically accounted for 85% of Twitter’s ad revenues, per company earnings.
  • Consumer attitudes are mixed. More than half (53%) of US adults in a November 2022 Gartner survey said brands should either stop or reduce advertising on Twitter. True, many consumers would welcome fewer ads on any social platform, and public perception changes rapidly. But the risk of alienating or angering a large audience still may not be worth the reward.
  • Many brand advertisers won’t return to their pre-Musk spending levels this year. Twitter was never an essential part of most advertising strategies, and the platform’s content moderation and ad performance issues predate Musk. As budgets remain tight, there’s little reason for brands to resume spending on the platform. Small advertisers are filling up some of the spots for now, but their spending is contingent on prices remaining low.

For more on our latest forecast for Twitter’s ad revenues and what it means for the future of Twitter, PRO subscribers can read our latest report: “Twitter Six Months After Musk: Is It a Viable Platform for Brands and Advertisers, and What Happens Next?”