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SOCIAL MEDIA

Twitter predicted to lose more than 30m users in next two years

By our News Team | 2022

Market researcher expects 32-million people will leave the platform in 2023 and 2024, while ad revenue will be ‘essentially flat’.

For beleaguered Twitter – and digital marketers who see the platform as a key part of their strategy – the bad news just keeps on coming. 

According to a report published on Tuesday by market research agency Insider Intelligence, Twitter could lose as many as 32-million users over the next two years due to public exasperation over technical issues and concern about the proliferation of offensive content.

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Photo by Alexander Shatov on Unsplash

The report predicts that Twitter’s global monthly users will decline by nearly 4% in 2023 and a further 5% in 2024, making a total of more than 32-million people. These would be the first user declines since Insider Intelligence began tracking Twitter in 2008.

“More unstable and less pleasant” is the expectation of the report’s authors, noting that there will be a particularly steep decline in the key US market.

No single event will cause collapse of Twitter

“There won’t be one catastrophic event that ends Twitter,” a principal analyst at Insider Intelligence, Jasmine Enberg, said. “Instead, users will start to leave the platform next year as they grow frustrated with technical issues and the proliferation of hateful or other unsavoury content.

“Twitter’s skeleton staff, working around the clock, won’t be able to counteract the platform’s infrastructure and content moderation problems.”

Critically for the future economic viability of the platform, Insider Intelligence has also slashed its forecast for ad revenue growth, saying it will be “essentially flat” as advertisers pull back amidst growing brand safety concerns.

Should Twitter eventually fail, it would not be the first social media platform to do so. Vine, which specialised in social media video, has gone. So too has Google Plus. MySpace still exists, although in a very different guise, and most experts believe its decline is terminal.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.