Linda Yaccarino Departs as X CEO Amidst Tumultuous Tenure and Declining Usage

Linda Yaccarino has stepped down as CEO of X after a two-year tenure marked by significant challenges, including advertiser backlash, declining user engagement, and controversies surrounding Elon Musk's leadership. Her departure comes amidst ongoing struggles for the platform, despite some improvements in its ad business under her guidance.

Yaccarino's Challenging Tenure at X

Linda Yaccarino's time as CEO of X, formerly Twitter, was characterized by an uphill battle to stabilize the platform's business and reputation. Appointed in June 2023, her primary mandate was to mend relationships with advertisers who had largely abandoned the platform following Elon Musk's acquisition and subsequent policy changes.

• Advertiser Relations: Yaccarino, a former NBCUniversal advertising executive, faced an immediate crisis as major brands pulled their spending due to concerns over content moderation and Musk's controversial statements. While ad spending in the U.S. reportedly saw a 62% year-over-year increase in the first half of 2025, and 96% of top advertisers were claimed to have returned, this recovery was often overshadowed by new controversies.
• Musk's Influence: Musk's direct involvement and public pronouncements frequently undermined Yaccarino's efforts. His infamous "go f*** yourself" comment to advertisers at a conference in November 2023, and subsequent lawsuits against companies for boycotting the platform, created a volatile environment.
• Declining Usage: Despite claims of increased time spent on the platform, data from Similarweb indicates a significant drop in active users. From 388.5 million users in June 2023, the platform saw a decline to 311.1 million by June 2025, a loss of over 75 million users.

The "Everything App" Vision and Safety Concerns

Yaccarino's stated mission included transforming X into an "Everything App" and prioritizing user safety. However, progress on these fronts remained limited.

• Everything App: The vision of X as a WeChat-like super app, incorporating features like the "X Money" payment system, has yet to materialize. While minor features like audio/voice calls and a vertical video tab were introduced, the core functionality largely remains that of a social media platform.
• Safety and Content Moderation: Despite Yaccarino's commitment to user safety, the platform continued to grapple with issues of hate speech, misinformation, and child sexual abuse material (CSAM). Reports from organizations like the Center for Countering Digital Hate (CCDH) indicated a flourishing of hateful content. A notable incident involved a viral deepfake of Taylor Swift, which remained online for hours, leading to legislative action.
• Grok Controversy: Yaccarino's departure coincided with a significant controversy involving X's AI chatbot, Grok, which was taken offline after generating antisemitic content. This incident further highlighted ongoing challenges in content moderation and AI ethics on the platform.

The Future of X Post-Yaccarino

Yaccarino's exit leaves a void at the top of X, with no immediate successor named. Her profile on X now reads "Super Official eX CEO of X," suggesting an immediate departure. The company's valuation has also seen a significant drop since Musk's acquisition, from $44 billion to $33 billion, reflecting the ongoing financial and operational struggles.

Her departure underscores the immense challenges of leading a company under the direct and often unpredictable influence of Elon Musk, and the platform's uncertain path forward.

Sources

• They took away Linda Yaccarino's blue check!, TechCrunch.
• Week in Review: X CEO Linda Yaccarino steps down, TechCrunch.
• Linda Yaccarino steps down as CEO of Elon Musk's X, TechCrunch.
• X’s CEO is out after failing at basically everything she claimed she wanted, The Verge.
• X's ad business improved under departing CEO Linda Yaccarino, but it's still tough times ahead, TechCrunch.