As of September 28, 2025, X, formerly known as Twitter, has undergone a profound transformation under the ownership of Elon Musk, evolving from a microblogging platform into a multifaceted “everything app” encompassing social media, financial services, and AI integration. This evolution has been marked by significant strategic shifts, new monetization models, and ongoing challenges related to content moderation and platform integrity. The platform’s monetization strategies have heavily diversified beyond traditional advertising. X Premium (formerly Twitter Blue) and the even more feature-rich Premium+ tier have become central to this strategy, offering users benefits like longer post limits, editing capabilities, and ad-free browsing experiences, generating recurring revenue streams. In late 2023, a price hike for the Premium+ tier was implemented, increasing prices to $22 in the US and even higher internationally, ostensibly to fund ambitious AI development. While advertising remains a crucial component, X is exploring more interactive formats to leverage its expanded video and audio capabilities. The platform is also actively pursuing creator monetization, enabling direct payments, tips, and ad revenue sharing on longer video uploads, fostering a more robust creator ecosystem. By early 2025, X was projected to grow its U.S. advertising revenue by 17.5% to $1.31 billion, with global ad sales expected to rise 16.5% to $2.26 billion. This projected growth signifies a rebound, though overall ad revenue remains below pre-Musk acquisition levels. Despite efforts to attract advertisers, concerns about brand safety persist, with a significant percentage of marketers planning to decrease their ad spend on X in 2025 due to a perceived lack of trust and platform unpredictability. Navigating challenges has been a defining characteristic of X’s recent history. The platform continues to grapple with persistent criticism regarding the amplification of disinformation and hate speech, exacerbated by changes in content moderation policies and reduced staffing in trust and safety teams. Efforts to combat bot activity and misinformation remain a critical focus, especially as X aims to integrate more services where such issues can have significant real-world consequences. The platform’s civic integrity policy has shifted towards reach restrictions rather than outright bans for violations, a move that has drawn criticism for potentially enabling harmful content. In response to these concerns, X has continued to update its child abuse policies to encompass physical abuse and has expanded its approach to violent threats. Furthermore, a report from the Center for Countering Digital Hate in late 2024 indicated that X’s Community Notes feature was failing to effectively counter false claims about the U.S. election, with a significant percentage of misleading posts not displaying corrective notes to all users and amassing billions of views. This ongoing struggle with content integrity poses a significant hurdle to rebuilding advertiser confidence and ensuring a safe environment for users. A cornerstone of X’s transformation into an “everything app” is the impending launch of the “X Money Account.” This initiative aims to establish X as a digital financial hub, complete with a digital wallet and peer-to-peer payment capabilities. Beta testing for X Money commenced in May 2025, with a full launch anticipated for the same year. To facilitate these financial services, X has diligently pursued and secured regulatory approval, acquiring 41 money transmitter licenses across the U.S. as of May 2025. Visa has been announced as a key partner, underscoring a collaborative approach to payment infrastructure integration. This move into financial services, echoing Musk’s initial vision for X.com, positions X as a formidable competitor in the fintech landscape. While the exact timeline for cryptocurrency integration remains unconfirmed, the platform’s expansion into digital finance is a significant strategic pivot. In a significant strategic development in early 2025, Elon Musk’s artificial intelligence company, xAI, acquired X Corp. in an all-stock transaction valued at $33 billion for X, with xAI valued at $80 billion. This acquisition signals a deep integration of AI capabilities into the X platform, with xAI intending to leverage the vast data generated on X to train its machine-learning models. The merged entity, XAI Holdings, aims to unify data, models, compute, distribution, and talent, thereby unlocking immense potential by blending xAI’s advanced AI capabilities with X’s extensive reach. This consolidation of Musk’s technology interests positions X not only as a communication and financial hub but also as a primary interface for AI-driven services. Musk’s overarching ambition is to create a unified digital ecosystem—an “everything app”—that consolidates communication, social networking, financial transactions, commerce, and entertainment into a single, seamless interface, with AI playing a central role in powering this interconnected ecosystem. The journey from X.com, a pioneering online bank, to the expansive X platform highlights a consistent drive to reshape digital interaction and commerce.
Monetization Strategies and Revenue Diversification
X has significantly expanded its revenue streams beyond traditional advertising by heavily investing in its subscription offerings and exploring new monetization avenues for creators. This strategic pivot aims to create a more stable and diversified financial foundation for the platform.
Evolution of Subscription Models: X Premium and Premium+
In an effort to diversify its revenue streams beyond advertising, X has significantly expanded its subscription offerings. Originally launched as Twitter Blue in 2021, the paid subscription service was rebranded to X Premium (or simply Premium) following the platform’s transformation. This subscription tier provides users with enhanced features, such as longer post limits, priority in replies, the ability to edit posts, and an ad-free browsing experience on certain feeds. To cater to users seeking even more benefits, a “Premium+” subscription tier was introduced in late 2023. This higher-priced option offers an even more comprehensive ad-free experience, including the omission of advertisements on all feeds, and potentially other exclusive perks, further segmenting the user base and creating multiple avenues for recurring revenue. As of early 2025, X Premium had garnered an estimated 650,000 subscribers, contributing to a significant rise in net revenue, with November 2024 reportedly being the platform’s highest monthly revenue to date. However, in January 2025, X announced a 30% price hike for its Premium+ tier, with prices reaching $22 in the U.S. and higher internationally, a move that subscription analytics suggest is less about increasing subscription revenue and more about funding AI development.
Reimagining Advertising and Interactive Ad Formats
While X actively pursues subscription revenue, advertising remains a significant component of its monetization strategy. However, the platform is looking to reimagine its approach to advertising in line with its expanded content capabilities. With the introduction of longer-form video and audio content, X anticipates the development of more interactive and engaging ad formats. These could include video ads that incorporate interactive elements, potentially drawing inspiration from subscription video-on-demand (SVOD) platforms or augmented reality (AR) ads similar to those seen on Snapchat. The emphasis on longer user engagement periods with rich media content provides new opportunities for advertisers to connect with audiences more effectively. Data from research firm Emarketer projects that X’s U.S. advertising revenue will grow by 17.5% to $1.31 billion in 2025, with global ad sales expected to rise 16.5% to $2.26 billion. This projected growth represents the first year of advertising revenue growth since Elon Musk acquired the company in 2022, indicating a potential rebound. Despite this positive outlook, X’s advertising business remains smaller than it was prior to Musk’s takeover, with global revenues peaking in 2021 at $4.51 billion. Partnerships with ad tech firms are facilitating ad sales at lower prices, potentially contributing to the increased number of advertisers. However, many marketers remain hesitant due to concerns about brand safety and the platform’s unpredictable nature.
Exploring Content Monetization for Creators
Beyond advertising and subscriptions, X is actively exploring avenues for creators to monetize their content directly on the platform. This includes features that allow creators to offer exclusive content to their subscribers and potentially receive direct payments or tips from their followers. The platform’s enhanced video capabilities also open doors for creators to earn revenue through ad revenue sharing on longer video uploads. To qualify for the Ads Revenue Sharing program, creators must be subscribed to X Premium or be a Verified Organization, have at least 500 followers, and accumulate at least 5 million organic impressions in the last three months, with payouts based on ad views in post replies. Creators report earning approximately $8.50 per million impressions. By providing creators with multiple tools to generate income, X aims to foster a vibrant ecosystem of content producers, thereby attracting and retaining a diverse user base. This strategy aligns with the broader trend in social media where platforms are increasingly facilitating direct creator-to-fan monetization.
Navigating Challenges and Criticisms
Since Elon Musk’s acquisition and the subsequent rebranding to X, the platform has faced significant hurdles, particularly concerning content moderation, misinformation, and advertiser confidence.
Concerns Over Disinformation and Hate Speech
Since Elon Musk’s acquisition and the subsequent rebranding to X, the platform has faced persistent criticism regarding the amplification of disinformation and hate speech. Critics argue that changes in content moderation policies and a reduced workforce dedicated to trust and safety have led to an increase in harmful content circulating on the platform. Musk’s stated commitment to free speech has been interpreted by some as a justification for relaxing previous moderation standards, creating an environment where false narratives and hateful rhetoric can spread more easily. This has led to concerns from civil society groups, advertisers, and some users about the platform’s role in public discourse and its potential to exacerbate societal divisions. In late 2024, reports indicated that X’s Community Notes feature was failing to effectively counter election-related misinformation, with a substantial number of misleading posts amassing billions of views without adequate corrective notes being displayed to all users. The platform has also withdrawn from the EU’s voluntary Code of Practice against disinformation, further raising concerns about its commitment to combating false narratives.
The Impact of Bot Activity and Misinformation
The presence of bot accounts and the spread of misinformation have long been issues for social media platforms, and X is no exception. Under new management, concerns have been raised about the effectiveness of measures to combat automated accounts and coordinated inauthentic behavior. The sheer volume of content and the rapid spread of information on X make it a fertile ground for the propagation of false narratives, ranging from political propaganda to health-related disinformation. This challenge is exacerbated by the platform’s evolution towards becoming an “everything app,” which could potentially integrate even more services where misinformation could have significant real-world consequences, such as financial scams or public health crises. The platform’s ability to effectively identify and mitigate bot activity and misinformation is crucial for maintaining user trust and platform integrity.
Advertiser Hesitancy and Brand Safety Issues
The concerns surrounding disinformation, hate speech, and a perceived decline in content moderation have led to significant advertiser hesitancy on the X platform. Many major brands have paused or reduced their advertising spending on X, citing concerns about their advertisements appearing alongside inappropriate or harmful content, a phenomenon known as brand safety. A Kantar report from September 2024 indicated that 26% of marketers worldwide plan to decrease their X advertising spending in 2025, marking the biggest recorded pullback from any major global ad platform. Marketers’ trust in ads on X has declined significantly, with only 4% believing X ads provide brand safety, compared to 39% for Google. This advertiser exodus has reportedly impacted X’s revenue, forcing the company to explore alternative monetization strategies like subscriptions more aggressively. Rebuilding advertiser confidence is a critical challenge for X, requiring demonstrable improvements in content moderation, platform stability, and a clear strategy for ensuring brand safety.
The X Money Account and Financial Services Expansion
X is making a significant push into financial services, aiming to transform into a comprehensive digital financial hub.
Digital Wallet and Peer-to-Peer Payment Capabilities
A significant development in X’s journey toward becoming an “everything app” is the planned introduction of the “X Money Account.” This feature is designed to transform X into a digital financial hub, enabling users to manage their finances directly within the platform. The core functionality will include a digital wallet, allowing users to seamlessly move funds between their traditional bank accounts and their X-based digital wallet. This will facilitate instant peer-to-peer payments, making it easier for users to send money to friends, family, or for transactions within the platform’s ecosystem. Beta testing for X Money began in May 2025, with a full launch expected later in the same year. The platform emphasizes “extreme care” due to the involvement of user savings.
Partnerships and Regulatory Milestones
To bring the X Money Account and broader financial services to fruition, X is actively engaging in strategic partnerships and navigating the complex regulatory landscape. Visa has been announced as a key partner, indicating a collaborative approach to integrating payment infrastructure. The company has also made significant progress on the regulatory front, securing money-transmitter licenses in 41 U.S. states as of May 2025. This is a crucial step, as it permits X to legally conduct money transfer services. While initially, cryptocurrencies may not be directly supported, the long-term ambition for a comprehensive financial ecosystem suggests that future integration of various digital assets could be on the horizon. These developments signify X’s serious intent to become a formidable force in the digital finance sector, challenging established players.
Strategic Shifts and Future Trajectories
X’s trajectory is defined by a grand vision of becoming an integrated digital ecosystem, powered by AI and encompassing a wide array of user services.
The Acquisition of X Corp. by xAI
In a significant development in early 2025, Elon Musk’s artificial intelligence company, xAI, acquired X Corp. in an all-stock transaction. This move, which valued X at $33 billion (excluding debt) and xAI at $80 billion, underscores Musk’s commitment to integrating advanced AI capabilities into the X platform and signals a strategic consolidation of his technology interests. xAI, founded with the goal of understanding the universe through AI, intends to leverage the vast data generated on X to train its machine-learning models. The acquisition suggests a future where X serves not only as a communication and financial hub but also as a primary interface for AI-driven services and interactions. This integration is expected to drive innovation in areas such as content personalization, moderation, and the development of new AI-powered features that could redefine user experience and platform functionality.
Musk’s Long-Term Vision for a Unified Digital Ecosystem
Elon Musk’s overarching ambition for X extends far beyond its current iteration as a rebranded social media platform. His vision is to create a truly unified digital ecosystem, an “everything app” that consolidates communication, social networking, financial transactions, commerce, entertainment, and potentially other services into a single, seamless interface. This holistic approach aims to transform how individuals interact with the digital world, moving towards a future where most daily digital activities can be performed within one application. The strategic acquisition of X Corp. by xAI further solidifies this vision, emphasizing the role of artificial intelligence in powering this interconnected ecosystem. As X continues to evolve, it seeks to become an indispensable tool in users’ lives, mirroring the success of super-apps like WeChat while forging its own unique path, driven by Musk’s relentless pursuit of innovation and disruption across multiple technological frontiers. The journey from X.com, a pioneering online bank, to the expansive X platform of today highlights a consistent drive to reshape digital interaction and commerce for the future.