Netanyahu and Musk visited an attacked kibbutz in Israel 1:53
(CNN) -- The exodus from X is reaching beyond the major advertisers.
In recent days, several prominent media brands have not only paused their paid marketing campaigns on the Elon Musk-owned social platform, but stopped posting on it altogether, keeping quiet on the once-essential site that sought to be the world's "digital town square."
Flagship accounts at Disney, Paramount, Lionsgate, Sony Pictures, Universal and Warner Bros. Discovery (CNN's parent company) have not posted on the platform in about 10 days, following Musk's disturbing endorsement of an anti-Semitic conspiracy theory, for which he has yet to apologize.
Neither study commented when requested by CNN. But people familiar with Paramount and WBD's social media strategies confirmed on condition of anonymity that it's not a coincidence: The companies made an active decision to stop posting under certain X handles because of concerns, including brand safety.
- Major companies, such as Disney and Warner Bros. Discovery, suspend their advertising on X, formerly Twitter, amid the anti-Semitism crisis at Elon Musk's company
X's blocking extends beyond the corporate accounts of these companies, in some cases. For example, the most high-profile Disney-affiliated accounts stopped working on X, such as @StarWars, @Pixar, and @MarvelStudios, which previously posted multiple times a day on the platform for their millions of followers. Instead, these brands moved to rival Meta-owned Threads, where they began actively posting.
For example, when "The Late Show With Stephen Colbert" shared the news on Monday that host Stephen Colbert would be off the air this week due to appendicitis, the show did so on Threads. However, before Musk endorsed an anti-Semitic post, Colbert's show was mostly active on X, posting videos and other content regularly. However, the opposite is true.
When CNN reached out to a representative for X for comment on Monday, he did not directly respond to questions about the loss of the media giants on the platform, which must be ringing alarm bells within the social media company. It's bad enough for a struggling company to run out of ad revenue. It's even worse if it also lacks content, particularly from domestic entities that have helped make the platform the center of real-time discussion for years.
- ANALYSIS | With an anti-Semitic message on X, Elon Musk reveals his "real truth"
It is, of course, possible that these companies will change course in the future and resume publishing and even advertising on the platform. It wouldn't be the first time this has happened after advertisers have fled a media outlet en masse. But it's also possible that won't happen.
With Musk at the helm of the platform for the foreseeable future, overseeing the critical decisions that led to a rise in hate speech (and at the same time personally contributing to the terrible rhetoric), the risk-versus-reward calculus of whether or not to engage with the company has plummeted. The situation is no different than when Tucker Carlson permanently chased away most advertisers from Fox News' 8 p.m. hour during his time at the network.
And if more companies and other notable figures leave Musk's platform for other social networks, the appeal it once had will be extinguished, providing yet another reason for average users to leave the troubled platform.
"Every day, more brands realize the reality that Twitter is dead and X is a cesspool," said Casey Newton of Platformer. "The world square is now dispersed across many different platforms, and more and more of the most relevant conversations are taking place elsewhere."