Beautiful Virgin Islands

Thursday, Oct 30, 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

Beautiful Virgin Islands
0:00
0:00
Close
UK and Vietnam Sign Landmark Migration Deal to Fast-Track Returns of Irregular Arrivals
UK Drug-Pricing Overhaul Essential for Life-Sciences Ambition, Says GSK Chief
Princesses Beatrice and Eugenie Temporarily Leave the UK Amid Their Parents’ Royal Fallout
UK Weighs Early End to Oil and Gas Windfall Tax as Reeves Seeks Investment Commitments
UK Retail Inflation Slows as Shop Prices Fall for First Time Since Spring
Next Raises Full-Year Profit Guidance After Strong Third-Quarter Performance
Reform UK’s Lee Anderson Admits to 'Gaming' Benefits System While Advocating Crackdown
United States and South Korea Conclude Major Trade Accord Worth $350 Billion
Hurricane Melissa Strikes Cuba After Devastating Jamaica With Record Winds
Vice President Vance to Headline Turning Point USA Campus Event at Ole Miss
U.S. Targets Maritime Narco-Routes While Border Pressure to Mexico Remains Limited
Bill Gates at 70: “I Have a Real Fear of Artificial Intelligence – and Also Regret”
Elon Musk Unveils Grokipedia: An AI-Driven Alternative to Wikipedia
Saudi Arabia Unveils Vision for First-Ever "Sky Stadium" Suspended Over Desert Floor
Amazon Announces 14 000 Corporate Job Cuts as AI Investment Accelerates
UK Shop Prices Fall for First Time Since March, Food Leads the Decline
London Stock Exchange Group ADR (LNSTY) Earns Zacks Rank #1 Upgrade on Rising Earnings Outlook
Soap legend Tony Adams, long-time star of Crossroads, dies at 84
Rachel Reeves Signals Tax Increases Ahead of November Budget Amid £20-50 Billion Fiscal Gap
NatWest Past Gains of 314% Spotlight Opportunity — But Some Key Risks Remain
UK Launches ‘Golden Age’ of Nuclear with £38 Billion Sizewell C Approval
UK Announces £1.08 Billion Budget for Offshore Wind Auction to Boost 2030 Capacity
UK Seeks Steel Alliance with EU and US to Counter China’s Over-Capacity
UK Struggles to Balance China as Both Strategic Threat and Valued Trading Partner
Argentina’s Markets Surge as Milei’s Party Secures Major Win
British Journalist Sami Hamdi Detained by U.S. Authorities After Visa Revocation Amid Israel-Gaza Commentary
King Charles Unveils UK’s First LGBT+ Armed Forces Memorial at National Memorial Arboretum
At ninety-two and re-elected: Paul Biya secures eighth term in Cameroon amid unrest
Racist Incidents Against UK Nurses Surge by 55%
UK Chancellor Rachel Reeves Cites Shared Concerns With Trump Administration as Foundation for Early US-UK Trade Deal
Essentra plc: A Closer Look at a UK ‘Penny Stock’ Opportunity Amid Market Weakness
U.S. and China Near Deal to Avert Rare-Earth Export Controls Ahead of Trump-Xi Summit
Justin time: Justin Herbert Shields Madison Beer with Impressive Reflex at Lakers Game
Russia’s President Putin Declares Burevestnik Nuclear Cruise Missile Ready for Deployment
Giuffre’s Memoir Alleges Maxwell Claimed Sexual Act with Clooney
House Republicans Move to Strip NYC Mayoral Front-Runner Zohran Mamdani of U.S. Citizenship
Record-High Spoiled Ballots Signal Voter Discontent in Ireland’s 2025 Presidential Election
Philippines’ Taal Volcano Erupts Overnight with 2.4 km Ash Plume
Albania’s Virtual AI 'Minister' Diella Set to 'Birth' Eighty-Three Digital Assistants for MPs
Tesla Unveils Vision for Optimus V3 as ‘Biggest Product of All Time’, Including Surgical Capabilities
Francis Ford Coppola Auctions Luxury Watches After Self-Financed Film Flop
Convicted Sex Offender Mistakenly Freed by UK Prison Service Arrested in London
United States and China Begin Constructive Trade Negotiations Ahead of Trump–Xi Summit
U.S. Treasury Sanctions Colombia’s President Gustavo Petro over Drug-Trafficking Allegations
Miss USA Crowns Nebraska’s Audrey Eckert Amid Leadership Overhaul
‘I Am Not Done’: Kamala Harris Signals Possible 2028 White House Run
NBA Faces Integrity Crisis After Mass Arrests in Gambling Scandal
Swift Heist at the Louvre Sees Eight French Crown Jewels Stolen in Under Seven Minutes
U.S. Halts Trade Talks with Canada After Ontario Ad Using Reagan Voice Triggers Diplomatic Fallout
Microsoft AI CEO: ‘We’re making an AI that you can trust your kids to use’ — but can Microsoft rebuild its own trust before fixing the industry’s?
×