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.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
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
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
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
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
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

What a potential Musk takeover means for Twitter

In April, Elon Musk entered an agreement with Twitter to buy the platform for roughly $44 billion. Musk’s potential takeover of Twitter was the top social media headline in the quarter, drowning out some of the developments Twitter made in both performance advertising and ecommerce.

A Musk-owned Twitter could mean less content moderation and fewer ads. Musk has been publicly critical of the platform during the acquisition—and had been even before it was in the works. He has said that he might charge commercial and government users a slight fee, and he plans to loosen content moderation guardrails. Both moves could be detrimental to advertisers; less content moderation increases the chance of ads showing up next to unsavory content, while a subscription service for select users could dampen the quality of the audience available to advertisers. (FWIW: Musk has also confirmed that Twitter will keep advertising for the foreseeable future.)

Musk wants Twitter to have 1 billion users. That’s what he told Twitter employees in a Q&A session in June. While he didn’t give a timeline for when he expects to reach that goal, the numbers don’t look promising. Twitter had just 229 million monetizable daily active users worldwide in Q1 2022, the company reported. It’ll have 368.1 million monthly users worldwide in 2022, and just over 20 million more in 2026, per our forecast. In the US, Twitter’s largest market, we expect monthly users to decline this year.

Musk also has super app ambitions. In the Q&A session, he praised China-based WeChat, indicating that the app may be used as a model for Twitter. That could mean incorporating payments and adding other new features to keep people engaged with the platform. Musk also praised TikTok for not being “boring,” suggesting that some TikTok-like features (or at least more video) could come to Twitter soon.