Because of Musk: German companies continue to withdraw from X

Elon Musk regularly makes headlines – whether through political statements, his role in US politics or the management of his companies.

His activities on the X platform (formerly Twitter) in particular are increasingly raising questions among German companies. A recent survey commissioned by the German digital association Bitkom sheds light on how German companies are dealing with Musk’s influence – and why many are keeping their distance.

Increasing concern about concentration of power

According to the representative survey of 602 companies with at least 20 employees, Elon Musk is perceived as a risk by a large proportion of German businesses. 63% of respondents consider him to be dangerous, primarily due to his enormous reach on social media and his high-profile political positions.

A broad consensus is also evident in the attitude towards political offices: 74% reject the idea of people with as much influence on social networks as Musk taking on political responsibility. Similarly, 66% are against political offices for active CEOs of large corporations – regardless of the person.

The X platform, which is becoming increasingly polarized under Musk’s leadership, is losing relevance among German companies. While 32% of the companies surveyed still used X in October 2023, this figure has now fallen to just 27%. The intensity of use has also changed significantly:

• 58 percent of active companies are posting less or no longer posting on X.
• 51 percent have greatly reduced or completely stopped their advertising activities on the platform.
• Only 7 percent still advertise to the same extent as before Musk’s takeover.

Dr. Bernhard Rohleder, Managing Director of Bitkom, puts it in a nutshell: “When economic, political and media power is concentrated in one person, this makes many companies cautious.

Delete profile? Only an issue for a few

Despite the skepticism, the complete withdrawal of X remains a theoretical scenario for many companies. Only 11% have concrete plans to delete their company profile this year or next. Although 43% are considering this, they have no concrete plans. 39% would like to keep their profile unchanged.

A clear signal comes with the question of regulation: 85% of companies would like to see greater control of X, an increase compared to 2023 (74%). At the same time, many perceive social fragmentation as a result of the platform: 80% see X as an accelerator of social division – a drastic increase compared to the previous year (52%).

Only a minority, 21 percent, believe that Musk’s policies promote freedom of expression.

Conclusion: influence yes – trust no

Elon Musk remains a defining figure in the global economy – but in Germany, attitudes towards him and his platform are increasingly critical. The latest Bitkom survey shows: Musk’s influence is perceived less as an opportunity and more as a factor of uncertainty – with concrete effects on the communication and advertising behavior of many companies.