A recent survey by the Bitkom, the German IT industry association, reveals a significant shift in the engagement of German companies with the platform X (formerly Twitter). The study, published Monday, indicates a growing trend of reduced activity and advertising spend on the platform since Elon Musk’s acquisition.
The survey found that 58% of companies using X are now posting fewer updates or have ceased posting altogether. While 32% maintain their previous posting frequency, only 3% have increased their activity or began using the platform after the change in ownership. Four percent report not posting any content. Overall, 27% of surveyed companies currently utilize X, a decrease from 32% in October 2023.
The reduction in activity extends to paid advertising. The survey showed that 51% of companies are now spending less or no money on advertisements on X – a considerable increase from 26% in 2023. Only 7% continue to advertise at the same level as before Musk’s takeover, while 37% have completely ceased advertising on the platform.
Despite the declining engagement, deleting company profiles is not a widespread strategy. Just 11% of companies are contemplating deleting their profiles within the next year, with an additional 4% considering deletion without a clear timeline. A substantial 43% are considering deletion but have no firm plans, while 39% intend to retain their X/Twitter profiles.
Beyond those directly using X, a broad consensus emerged regarding the platform’s influence. A striking 85% of all surveyed companies – including those not active on X – believe stronger oversight of the platform is needed, a significant increase from 74% in 2023. Similarly, 80% of all companies surveyed express a perception that the platform is contributing to societal division, up from 52% in 2023. Notably, only 21% believe Elon Musk’s ownership has strengthened freedom of expression.
The survey, conducted by Bitkom Research, involved telephone interviews with 602 companies employing 20 or more individuals in Germany, between March 6th and April 16th, 2025.