Published On: Fri, Apr 29th, 2022

If Musk creates Twitter reduction savoury for advertisers, it has few avenues to replenish mislaid incomes

Good morning, team! We’re operative toward a finish (?) of a Musk-Twitter tale now that a understanding is loosely staid and a amicable media company’s benefit are out. But a latest spin of numerical disclosures from Twitter suggested only how contingent a association is on promotion revenues, that highlights a intensity diseased mark in a devise by a record noble to buy and remodel a service.

For a consequence of clarity, we am a Twitter user and free-speech advocate. By that, we meant that we consider that governments should not control a debate of private citizens. This means that we am in preference of Twitter anticipating a height viewpoint that allows a limit of user debate while progressing a marketplace position that allows it to also run a business.


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On a ability to run a business, there are dual sides to a matter. First, Twitter contingency emanate a height on that users wish to spend lots of time. Why? Because time spent regulating Twitter translates to promotion opportunities, and therefore revenue. Second, Twitter contingency work a height that advertisers are peaceful to spend income on; it can’t have so most poisonous calm that advertisers don’t wish their code compared with a muck.

YouTube has faced identical issues, for example.

Will advertisers rush a ‘free speech’ Twitter?

I share all of that since Musk appears to take a perspective that Twitter has finished too most to control a height — yet it can be a small tough to parse precisely either a multi-CEO is joking or being critical in his open missives. He seems to trust that users should have some-more white space in that to scribble. Whether or not we determine with Musk is immaterial; what does matter is how advertisers perspective a probable imminent changes. Because if they don’t like them, Twitter’s business has few ways to replenish a detriment of those incomes.

The company’s benefit formula this morning make that plain. And with Twitter already looking to lessen advertisers forward of a sale, it’s not tough to see where Musk’s skeleton for a amicable media hulk could run into a financial existence that is anything though salubrious.

What’s a risk?

Simply put, if Twitter relaxes a calm mediation policies and there is a swell of poisonous bullshit, advertisers could walk. Sarah Perez explored this for TechCrunch rather recently:

If Twitter were to spin behind a dials on calm moderation, it could concede some-more bullying, aroused speech, hatred speech, misinformation and other violent calm to benefit ground. This might make Twitter reduction savoury to newcomers who were already heedful about posting in a “public square” — an area that impacts Twitter’s ongoing concerns with flat user growth. But it could also disincentivize advertisers from investing their budgets with a platform.

This is not an idle regard ginned adult by your accessible TechCrunch organisation as we spitball business dynamics on Slack all day. Not one bit. Twitter is operative forward of a sale to lessen advertisers.

Today’s benefit news showcases because Twitter is so hellbent on preserving a promotion incomes: It has small else to gaunt on. From a company’s Q1 report, detailing how it generated around $1.2 billion in sum top-line revenue:

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