Left and right, brands from across the business, sport, and media worlds are leaving X, formerly Twitter, in their droves. The companies in question have cited a litany of concerns, from reckoning with increasing hostility to focusing on alternative revenue streams. While many of these businesses’ actions have been a knee-jerk response to recent events, there are some that felt the writing was on the wall from the get-go, quitting the site shortly after Elon Musk’s takeover in October 2022.
Whatever the reasons may be, we’re documenting the biggest players from across tech, media, and more, that have chosen to exit X. Read on for a list of high-profile companies that have taken their business elsewhere, and be sure to check back, as we’ll be updating this page regularly.
Which Media Companies Have Quit X?
The Guardian
On 13 November 2024, The UK-based newspaper announced that it would no longer post on X from any of its editorial accounts, which number more than 80. In a significant blow to its social presence, the news group decried “far-right conspiracy theories and racism,” which have proliferated since Musk took the helm in 2022.
Where can you find them?
Adopting a defiant stance, The Guardian has invited readers to instead engage with their stories on its website. You can also find the platform on Instagram.
NPR
National Public Radio (NPR) sent shockwaves through the US media landscape when it left X in April 2023. This came in response to Musk labeling the station “state-affiliated media.” The tech mogul moved to remove similar tags from Xinhua News, a Chinese outlet, and several journalists, but the damage was done – arguably, it was NPR that laid the gauntlet down for what was to follow.
Where can you find them?
The effects of NPR leaving X were “negligible,” with traffic dropping by a single percentage point, according to Nieman Reports. In its last post, the company has directed people towards its “Up First” newsletter, official app, and “other social media,” including Instagram and Bluesky.
Dagens Nyheter
Sweden’s “newspaper of reference” stopped posting on X on 15 November 2024 in defiance of a “harsh and extreme” climate. Said Editor-in-Chief Peter Wolodarski: “Since Elon Musk took over, the platform has increasingly merged with his and Donald Trump’s political ambitions,” as reported by NDTV World.
Where can you find them?
Readers can head to the Dagens website, or follow its Instagram account.
La Vanguardia
La Vanguardia joined the exodus on November 14 2024. Referring to X as a “disinformation network,” the Spanish newspaper came to the decision after President-elect Donald Trump announced that Musk was to head up the Department of Government Efficiency (DOGE).
Where can you find them?
Devotees can still find La Vanguardia on Instagram, where it lays claim to over 1 million followers.
Which Businesses Have Quit X?
Balenciaga
In an industry first, world-famous fashion house Balenciaga left X in 2022, shortly after Musk assumed ownership of the site. The brand has refused to comment on the decision, but it is thought that it was spurred by concerns over Musk’s strategy and its impact on advertising revenue.
Where can you find them?
The brand maintains a thriving social media presence, with popular accounts on Instagram and Facebook, alongside its main website.
Best Buy
The budget electronics store left X without ceremony sometime in 2022. There’s a scarcity of information to be found on what inspired the move, but considering that it maintains an Instagram presence, perhaps traffic was poor on X.
Where can you find them?
As mentioned, the retailer regularly posts on Instagram.
Target
In a similar vein, the Minnesota-based Target has ceased posting on X, while declining to comment on its motivation. The retailer last posted on January 31, 2023.
Where can you find them?
Like its predecessor, Target is active on Instagram. It also regularly produces articles and features as part of a content hub.
Which Sports Teams Have Quit X?
St Pauli
German soccer club St Pauli left X on 14 November 2024, becoming the first major soccer team to quit the platform in the process. Describing the site as a “hate machine,” St Pauli urged its fans to switch to Bluesky
Where can you find them?
The club has moved over to Bluesky, where it is, so far, joined by over 20,000 fans.
Werder Bremen
Another German soccer club, Werder Bremen, followed St Pauli just a few days later. The club issued a statement that read: “Under the guise of freedom of expression, hate speech, hatred towards minorities, right-wing extremist posts and conspiracy theories have been allowed to spread on X at an incredible pace.”
Where can you find them?
As with St Pauli, the club has defected to Bluesky.
Why Are Companies Leaving X?
Since Musk took control of X in 2022, some businesses have raced to put as much distance between themselves and the controversial magnate as possible. But why?
To begin with, the early movers were likely prompted by fears around Musk’s impact on advertising and other revenue streams. These fears have turned out to be well-founded, with the site reportedly posting a 24% year-on-year decline in advertiser support in the first half of this year. Increasingly, brands are concerned about optics, with hate speech and other extremist views flourishing on X since Musk relaxed its moderation policies and reinstated several banned users.
More recently, many object to Musk’s declaration of support for now President-elect Trump, who has moved quickly to reward the X CEO for his patronage with the newly created role of “cost-cutter in chief.” With fears growing that Musk may come to exert more power over public affairs as the months go by, expect many more businesses to follow the example of those above.
