The UK division of X experienced a 66% drop in its revenue in 2023 following Musk's acquisition.

X has experienced a significant decline in the UK, a market that once represented an important source of revenue for the social network before Elon Musk's arrival. Although it is still identified as Twitter UK Ltd, the revenue and profits of its UK entity plummeted by more than 60% in 2023, according to recently filed reports with Companies House in the UK.

The reasons for this drop in revenue are attributed to a reduction in advertising spending on the platform, influenced by concerns over "brand safety and/or content moderation." Overall, revenue fell by 66.3%, from £205.3 million ($272.3 million) in 2022 to £69.1 million ($91.6 million) in 2023. Meanwhile, profits were reduced to £1.2 million ($1.6 million) from £5.6 million ($7.4 million) in the same period.

The company has stated that it "continues to implement corrective measures to develop brand safety tools, invest in platform security and content moderation, and educate advertisers about these initiatives." Musk's arrival also led to a wave of layoffs at the UK office, reflecting similar staff reductions in the United States. The number of employees in the UK fell to 114 in 2023, down from 399 the previous year.