London Daily

Focus on the big picture.
Monday, Jun 02, 2025

"Where Did The Tweeters Go?" Twitter Is Losing Its Most Active Users

"Where Did The Tweeters Go?" Twitter Is Losing Its Most Active Users

Topics that have traditionally made Twitter a popular platform for its millions of users are now in decline among the most active English-speaking users, the documents show.

"Is Twitter dying?" billionaire Elon Musk mused in April, five days before offering to buy the social media platform.

The reality, according to internal Twitter research seen by Reuters, goes far beyond the handful of examples of celebrities ghosting their own accounts. Twitter is struggling to keep its most active users - who are vital to the business - engaged, underscoring a challenge faced by the Tesla Inc chief executive as he approaches a deadline to close his $44 billion deal to buy the company.

These "heavy tweeters" account for less than 10% of monthly overall users but generate 90% of all tweets and half of global revenue. Heavy tweeters have been in "absolute decline" since the pandemic began, a Twitter researcher wrote in an internal document titled "Where did the Tweeters Go?"

A "heavy tweeter" is defined as someone who logs in to Twitter six or seven days a week and tweets about three to four times a week, the document said.

The research also found a shift in interests over the past two years among Twitter's most active English-speaking users that could make the platform less attractive to advertisers.

Cryptocurrency and "not safe for work" (NSFW) content, which includes nudity and pornography, are the highest-growing topics of interest among English-speaking heavy users, the report found.

At the same time, interest in news, sports and entertainment is waning among those users. Tweets on those topics, which have helped Twitter burnish an image as the world's "digital town square," as Musk once called it, are also the most desirable for advertisers.

Twitter declined to specify how many of its tweets are in English or how much money it makes from English speakers. But the demographic is important to Twitter's business, some analysts say.

The platform earned more ad revenue from the United States alone than all other markets combined in its fourth quarter, according to its investor letter, and most ads in the United States are likely targeting English-speaking users, said Jasmine Enberg, an analyst at Insider Intelligence.

Twitter's study examined the number of heavy tweeters in English who displayed an interest in a topic, based on the accounts they followed, and how that number of users changed over the past two years.

Twitter was motivated to investigate "disturbing" trends among users that may have been masked by overall growth in daily active users and better understand the decline in the company's most active users, the documents said. The study made no specific conclusions about why heavy users of the platform are declining.

Asked to comment on the internal documents' findings, a Twitter spokesperson said on Monday: "We regularly conduct research on a wide variety of trends, which evolve based on what's happening in the world. Our overall audience has continued to grow, reaching 238 million mDAU in Q2 2022," the spokesperson said, using an acronym for monetizable daily active users.

'Not Safe For Work' Content


The number of heavy users interested in NSFW and cryptocurrency content grew, the research found.

Twitter is one of the few major social media platforms that permits nudity on its service, and the company has estimated that adult content constitutes 13% of Twitter, according to a separate internal slide presentation seen by Reuters. The presentation did not elaborate on how the figure was calculated.

Advertisers generally steer clear of controversy or nudity for fear of damaging their brands. Major advertisers including Dyson, PBS Kids and Forbes suspended advertising due to accounts that were soliciting child pornography on Twitter, Reuters reported in September.

In response to the September story, Twitter said it "has zero tolerance for child sexual exploitation" and was investing more resources into its work against such material.

Twitter's most active English-speaking users were also increasingly interested in cryptocurrencies, reaching an all-time high in late 2021, the internal documents showed. But interest in the topic has declined since the crypto price crash in June, and the study noted cryptocurrencies may not be an area of growth in the future.

Current and former Twitter employees who spoke with Reuters said they feared Musk's calls for less content moderation and his reported plans to gut the staff, which they said will exacerbate the deterioration of the quality of content.

'Devastating' Losses


Topics that have traditionally made Twitter a popular platform for its millions of users are now in decline among the most active English-speaking users, the documents show.

Interest in world news, as well as liberal politics, showed spikes during major events such as the attack on the U.S. Capitol on Jan. 6, 2021. But the categories have since lost the highest number of heavy Twitter users and have shown no signs of recovery, the report said.

Twitter is also losing a "devastating" percentage of heavy users who are interested in fashion or celebrities such as the Kardashian family. These users are likely decamping to rival platforms like Meta Platforms Inc's Instagram and ByteDance's TikTok, a Twitter researcher wrote.

The study also expressed surprise about the decline in interest for e-sports and online streaming personalities, which were previously growing quickly across Twitter. "The big communities are now in decline," the report said.

"It seems as though there is a significant discrepancy between what I might imagine are our company values and our growth patterns," one Twitter researcher wrote.

Newsletter

Related Articles

0:00
0:00
Close
"That's Disgusting, Don’t Say It Again": The Trump Joke That Made the President Boil
Trump Cancels NASA Nominee Over Democratic Donations
Paris Saint-Germain's Greatest Triumph Is Football’s Lowest Point
OnlyFans for Sale: From Lockdown Lifeline to Eight-Billion-Dollar Empire
Mayor’s Security Officer Implicated | Shocking New Details Emerge in NYC Kidnapping Case
Hegseth Warns of Potential Chinese Military Action Against Taiwan
OPEC+ Agrees to Increase Oil Output for Third Consecutive Month
Jamie Dimon Warns U.S. Bond Market Faces Pressure from Rising Debt
Turkey Detains Istanbul Officials Amid Anti-Corruption Crackdown
Taylor Swift Gains Ownership of Her First Six Albums
Bangkok Ranked World's Top City for Remote Work in 2025
Satirical Sketch Sparks Political Spouse Feud in South Korea
Indonesia Quarry Collapse Leaves Multiple Dead and Missing
South Korean Election Video Pulled Amid Misogyny Outcry
Asian Economies Shift Away from US Dollar Amid Trade Tensions
Netflix Investigates Allegations of On-Set Mistreatment in K-Drama Production
US Defence Chief Reaffirms Strong Ties with Singapore Amid Regional Tensions
Vietnam Faces Strategic Dilemma Over China's Mekong River Projects
Malaysia's First AI Preacher Sparks Debate on Islamic Principles
White House Press Secretary Criticizes Harvard Funding, Advocates for Vocational Training
France to Implement Nationwide Smoking Ban in Outdoor Spaces Frequented by Children
Meta and Anduril Collaborate on AI-Driven Military Augmented Reality Systems
Russia's Fossil Fuel Revenues Approach €900 Billion Since Ukraine Invasion
U.S. Justice Department Reduces American Bar Association's Role in Judicial Nominations
U.S. Department of Energy Unveils 'Doudna' Supercomputer to Advance AI Research
U.S. SEC Dismisses Lawsuit Against Binance Amid Regulatory Shift
Alcohol Industry Faces Increased Scrutiny Amid Health Concerns
Italy Faces Population Decline Amid Youth Emigration
U.S. Goods Imports Plunge Nearly 20% Amid Tariff Disruptions
OpenAI Faces Competition from Cheaper AI Rivals
Foreign Tax Provision in U.S. Budget Bill Alarms Investors
Trump Accuses China of Violating Trade Agreement
Gerry Adams Wins Libel Case Against BBC
Russia Accuses Serbia of Supplying Arms to Ukraine
EU Central Bank Pushes to Replace US Dollar with Euro as World’s Main Currency
Chinese Woman Dies After Being Forced to Visit Bank Despite Critical Illness
President Trump Grants Full Pardons to Reality TV Stars Todd and Julie Chrisley
Texas Enacts App Store Accountability Act Mandating Age Verification
U.S. Health Secretary Ends Select COVID-19 Vaccine Recommendations
Vatican Calls for Sustainable Tourism in 2025 Message
Trump Warns Putin Is 'Playing with Fire' Amid Escalating Ukraine Conflict
India and Pakistan Engage Trump-Linked Lobbyists to Influence U.S. Policy
U.S. Halts New Student Visa Interviews Amid Enhanced Security Measures
Trump Administration Cancels $100 Million in Federal Contracts with Harvard
SpaceX Starship Test Flight Ends in Failure, Mars Mission Timeline Uncertain
King Charles Affirms Canadian Sovereignty Amid U.S. Statehood Pressure
Trump Threatens 25% Tariff on iPhones Amid Dispute with Apple CEO
Putin's Helicopter Reportedly Targeted by Ukrainian Drones
Liverpool Car Ramming Incident Leaves Multiple Injured
Australia Faces Immigration Debate Following Labor Party Victory
×