Elon Musk's feud with Disney CEO Bob Iger escalated in December 2023 after Disney pulled its advertisements from X (formerly Twitter) following Musk's endorsement of an antisemitic conspiracy theory. Musk responded by demanding Iger's immediate dismissal, stating, "Walt Disney is turning in his grave over what Bob has done to his company" .
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In retaliation, Musk filed a federal lawsuit against Disney and other major advertisers, accusing them of conspiring to withhold advertising dollars, leading to billions in revenue loss for X. The lawsuit claims that the Global Alliance for Responsible Media (GARM) coordinated this boycott, which Musk argues may violate antitrust laws .
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Despite the tensions, Disney and other companies like Comcast, Lionsgate, and Warner Bros. Discovery resumed advertising on X in late 2024. However, their combined ad spend was significantly lower than in previous years, totaling about $3.3 million in 2024 compared to $170 million in 2023 .
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Musk's aggressive stance towards advertisers and his public feud with Iger have had significant implications for X's advertising revenue and its relationships with major corporations.