Twitter said its most active users are in 'absolute decline' and that there's a 'devastating' loss of interest in fashion and celebrities: Reuters
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- Twitter's most active users are declining, the company wrote in an internal report, Reuters reported.
- "Heavy tweeters" create half of Twitter's global revenue but make up less than 10% of users.
- Crypto and NSFW content are replacing traditionally popular topics on Twitter, the report said.
Twitter's "heavy tweeters" — who make up less than 10% of users but post 90% of the platform's tweets — are disappearing from the site, says an internal company research report, according to Reuters.
The internal report, titled: "Where did the Tweeters Go?," said heavy tweeters have been in "absolute decline" since the beginning of the COVID-19 pandemic, Reuters' Sheila Dang wrote in an exclusive report on Tuesday.
It defines heavy tweeters as users who log in to Twitter six or seven days per week and tweet around three to four times per week, Reuters reported.
This dwindling population of active users generates half of Twitter's global revenue, the report added, per Reuters.
Twitter's internal report also mentions a company study, which found that traditionally popular topics on the platform like news, sports, entertainment, esports, and celebrities are in decline among English-speaking users, Reuters reported.
On the other hand, cryptocurrency and NSFW, or not safe for work, content have been the fastest growing topics of interest in the last two years, per Reuters, citing the internal report. NSFW content typically includes some form of sexual content, nudity, or violence.
Interest in cryptocurrencies peaked in late 2021, but subsided after this summer's crypto crash, Twitter's internal report added, per Reuters.
Twitter also highlighted in its internal document that it's losing a "devastating" number of active users interested in fashion or celebrities like the Kardashians, as these users likely move to Instagram or TikTok, the outlet reported.
Twitter did not immediately respond to Insider's request for comment.
The social-media giant has not released official information on how many English-speaking users are on its platform, nor does it say what percentage of its users are English speakers.
However, the US has at least 83.4 million active Twitter users, supplying the most users out of any country, according to DataReportal, citing data collected in July by Singapore-based digital consultancy Kepios. The UK has at least 19.8 million active Twitter users, per DataReportal.
Reuters' report comes as billionaire Elon Musk prepares to close his $44 billion deal to purchase Twitter and make it a private company. Musk was given a Friday deadline by a Delaware judge to wrap up the deal. If he fails to do so, he faces a trial that experts say he will likely lose.
Musk has repeatedly raised questions about Twitter's true number of active users, citing concerns about bots on the platform that could inflate the social media site's value.
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