In a surprising turn of events, Disney, Comcast, Warner Bros. Discovery, and Lionsgate Entertainment have quietly resumed advertising on Elon Musk’s social media platform, X (formerly Twitter), marking a significant moment in the ongoing cultural battle between corporate America and free speech advocates. These companies collectively spent roughly $3.3 million on ads this year, according to MediaRadar, signaling a return to Musk’s platform despite their previous retreat over alleged controversies.
This move comes just a year after Musk bluntly told corporations pulling their ads to “go f— yourself,” following a public fallout over his response to a contentious post on X. Yet, the allure of X’s massive audience and the leadership of Musk, who champions free expression and transparency, appears to have drawn these entertainment giants back.
The $3.3 million spent by these corporations is a stark contrast to the $170 million they shelled out in 2023, according to MediaRadar. Comcast led the way in 2024 with nearly $1.5 million in spending, followed by Warner Bros. Discovery at $1.1 million, Disney at less than $550,000, and Lionsgate with just under $230,000. While the ad dollars are modest compared to previous years, the return of these companies signals a tacit acknowledgment of X’s value in reaching key audiences.
Musk, never one to shy away from the spotlight, celebrated the return. “Just want to say that we super appreciate major brands resuming advertising on our platform!” Musk wrote on X, giving credit to X CEO Linda Yaccarino for her efforts in rebuilding relationships with advertisers.
The decision to resume advertising on X follows a tumultuous year in which Musk faced backlash for his response to a controversial post, accused of promoting antisemitism. Corporate behemoths like Apple and IBM, along with Disney, paused their ad campaigns, and some experts predicted X would suffer up to $75 million in lost revenue.
However, Musk didn’t back down. At The New York Times DealBook summit in November 2023, he made his position clear: “If someone’s going to try to blackmail me with advertising, blackmail me with money, go f— yourself,” he declared, directly addressing Disney CEO Bob Iger, who was in the audience. Musk’s bold stance and refusal to cave to corporate pressures have resonated with many Americans tired of the increasing politicization of business.
This advertising comeback underscores the tension between woke corporate policies and market realities. Musk’s leadership style, unapologetically combative and committed to free speech, has made X a lightning rod for cultural debates. His recent decision to support Gina Carano’s lawsuit against Disney after the actress was fired for her conservative-leaning posts further highlights his willingness to challenge the entertainment industry’s progressive orthodoxy.
Disney and others may claim their return to X is purely business-driven, but the timing raises eyebrows. Warner Bros. Discovery, for instance, denied that its ad spending was connected to President Trump’s recent electoral win, despite speculation to the contrary. For many observers, the renewed ad spending represents a reluctant acknowledgment that Musk’s X remains a critical platform for reaching consumers.
Elon Musk’s X continues to be a focal point in the battle for free speech and corporate accountability. By returning to the platform, Disney and its peers are tacitly admitting what conservatives have long argued: woke virtue signaling only goes so far when profits are on the line. Musk’s refusal to bow to corporate intimidation has not only kept X afloat but has also made it a cultural and business powerhouse. This latest development proves that even the biggest brands can’t resist the pull of a platform rooted in the principles of open discourse and entrepreneurial grit.
