• by Colin Kirkland , December 15, 2025

X has reportedly increased its revenue intake for the quarter -- marking the first notable boost for the first time since Elon Musk purchased the social media company in late 2022.

According to Bloomberg, which spoke with people briefed on the company’s performance numbers, X is projected to earn $2.9 billion for the year, marking a 10% increase from 2024. 

More specifically, X’s quarterly revenue was 17% higher than the year before, as the company reportedly brought in $752 million, while sales at X were over $2 billion for the first nine months of 2025.

These numbers also show a boost from Q2 2025, a period in which the company generated $707 million -- a 2.2% decrease from the previous quarter. 

However, the improved numbers are almost half of the $4.4 billion  that X, previously known as Twitter, was making through advertising prior to Musk’s reign. 

Within a year of Musk buying X, the platform lost about 50% of its ad revenue. Ad spending across the app’s top 10 ad categories was down an average of 71% and ad rates had plunged 78% compared to the period directly before the takeover.

In November 2023, Musk told advertisers to “go f*** yourself” on stage at The New York Times DealBook Summit. By 2024, X’s total net revenue had dropped to $2.6 billion. 

While X is still bringing in significantly less than Musk hoped for when he bought the platform, improved 2025 revenue highlights renewed potential for the company. That being said, Bloomberg reports that due to high costs and restructuring charges, X will report a $577.40 million net loss for the third quarter.

Over the past year, X attempted to revamp its ad business in various ways. In October, the company announced a redesign of its Ads platform that, like Snapchat, Reddit and other competitors, would prioritize small businesses. The company has also used its investments in generative AI to power ads with its large-language model Grok and is making plans for sleeker in-stream ads. 

Furthermore, X and its holding company xAI merged last March, making it possible for X to share funding with its former parent company, bringing additional monetary support and funding opportunities to the struggling platform.