In a surprising move, Disney announced on Friday that it would no longer advertise on X, formerly known as Twitter. This decision came after platform owner Elon Musk made posts agreeing with antisemitic and white power accounts. As a result, most of ESPN’s accounts, including the main ESPN account with almost 50 million followers, remained inactive yesterday. This inactivity raises concerns for X, as ESPN is one of the most popular accounts on the platform.
Disney’s decision to pull its advertising from X was not an isolated incident. Other major advertisers such as Apple, Warner Bros. Discovery, IBM, and Comcast/NBCUniversal also followed suit. The catalyst for this exodus was a report from nonprofit Media Matters, which highlighted Musk’s posts and the presence of advertising alongside content celebrating the Third Reich and Adolf Hitler. The combination of these factors led to a significant loss for X.
While ESPN’s accounts going dark may not silence discussions about sports on X, their absence is symbolic. ESPN has a massive following on the platform, and its lack of posts means that it is no longer generating traffic or engaging with its audience. This could be a troubling sign for X, as sports discussions are a key aspect of the platform’s appeal.
ESPN’s silence on X has not benefited Meta’s Threads, the primary account associated with Meta’s alternative platform. The Threads account has not posted in weeks, and the lack of activity on ESPN’s side has hindered the overall engagement on the platform. Without the ability to keep up with specific conversations, X users may start to lose interest, making it crucial for Meta to find a solution to maintain a real-time feel on their platform.
There is a glimmer of hope for Meta’s Threads, as they have started testing hashtags with post counts in Australia. If this feature eventually reaches the US, it may inject some vitality into the platform. The ability to track specific conversations and see the post count could enhance the real-time experience for X users. However, it remains to be seen whether this improvement will be enough to revive interest in the platform.
ESPN’s decision to remain inactive on X has raised concerns for the future of the platform. The absence of one of the most popular accounts on X, coupled with the exodus of major advertisers, underscores the challenges that X faces. If Meta’s Threads can successfully implement post count hashtags, it may provide a much-needed boost for the platform. Otherwise, it may struggle to maintain its relevance in the ever-evolving world of social media.
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