Enshittification: Difference between revisions
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'''Enshittification''', also known as '''crapification''' and '''platform decay''', is a pattern in which two-sided online products, usually subscription services, decline in quality over time. Initially, companies create high-quality offerings to attract users and undercut competition, then they degrade those offerings to better serve business customers, and finally degrade their services to users, business customers and workers to maximize profits for shareholders. | |||
The term was first coined by tech blogger Cory Doctorow in November 2022<ref>{{Cite web |last=Doctorow |first=Cory |date=28 Nov 2022 |title=Pluralistic: How monopoly enshittified Amazon/28 Nov 2022 |url=https://pluralistic.net/2022/11/28/enshittification/ |url-status=live |access-date=18 Aug 2025 |website=Pluralistic}}</ref>, popularized by Arun Maini (Mrwhosetheboss)<ref>[https://www.uniladtech.com/news/tech-news/mrwhosetheboss-explains-google-search-broken-715030-20241030 Popular tech YouTuber exposes why 'broken' Google Search is falling apart]</ref><ref>The Internet is starting to Break - Here's Why. - Mrwhosetheboss</ref><ref>Why Google Search is Falling Apart. - Mrwhosetheboss</ref>, and has since gained widespread recognition.<ref>{{Cite web |title=enshittification |url=https://www.merriam-webster.com/slang/enshittification |url-status=live |access-date=18 Aug 2025 |website=Merriam-Webster}}</ref> | |||
The term was first coined by tech blogger Cory Doctorow in November 2022 and has since gained widespread recognition. | |||
==How it works== | ==How it works== | ||
<blockquote>''"It is a seemingly inevitable consequence arising from the combination of the ease of changing how a platform allocates value, combined with the nature of a "two-sided market," where a platform sits between buyers and sellers, hold each hostage to the other, raking off an ever-larger share of the value that passes between them."'' - Cory Doctorow, ''Wired,'' 2023</blockquote>Enshittification at its core is a three-stage process. | <blockquote>''"It is a seemingly inevitable consequence arising from the combination of the ease of changing how a platform allocates value, combined with the nature of a "two-sided market," where a platform sits between buyers and sellers, hold each hostage to the other, raking off an ever-larger share of the value that passes between them."'' - Cory Doctorow, ''Wired,'' 2023<ref>{{Cite web |last=Doctorow |first=Cory |date=23 Jan 2023 |title=The ‘Enshittification’ of TikTok |url=https://www.wired.com/story/tiktok-platforms-cory-doctorow/ |url-status=live |access-date=18 Aug 2025 |website=WIRED}}</ref></blockquote>Enshittification at its core is a three-stage process. | ||
===Stage 1 - Incentivizing Mass Adoption=== | ===Stage 1 - Incentivizing Mass Adoption=== | ||
Companies offer their product or service to users with great incentive to try and build an established userbase. It is usually during the early stage of the company is the most focused on providing a positive user experience and listening to feedback. | Companies offer their product or service to users with great incentive to try and build an established userbase. It is usually during the early stage of the company is the most focused on providing a positive user experience and listening to feedback. | ||
For example, [[Uber]] was initially well-received for offering competitive prices for transportation, leading to a large userbase adopting the platform. | For example, [[Uber]] was initially well-received for offering competitive prices for transportation, leading to a large userbase adopting the platform.<ref>{{Cite web |last=Wolff |first=Micheal |date=22 Dec 2013 |title=Wolff: The tech company of the year is Uber |url=https://eu.usatoday.com/story/money/columnist/wolff/2013/12/22/the-success-of-app-based-car-service-uber/4141669/ |url-status=live |access-date=18 Aug 2025 |website=USA TODAY}}</ref> | ||
===Stage 2 - Catering to Business Clients=== | ===Stage 2 - Catering to Business Clients=== | ||
Once a stable userbase is locked in, companies begin offering access to the userbase to business customers with great incentive. This stage is usually when the user experience begins to decline as the company is now more focused on catering to partners such as suppliers and advertisers. | Once a stable userbase is locked in, companies begin offering access to the userbase to business customers with great incentive. This stage is usually when the user experience begins to decline as the company is now more focused on catering to partners such as suppliers and advertisers. | ||
For example, in 2023, Reddit removed free access to their API nearing the time of its IPO.<ref name="TheVergeAnnouncement">{{Cite web |last=Shakir |first=Umar |date=April 18, 2023 |title=Reddit's upcoming API changes will make AI companies pony up |url=https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |url-status=live |archive-url=https://web.archive.org/web/20230614020642/https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |archive-date=June 14, 2023 |access-date=June 17, 2023 |work=[[The Verge]]}}</ref> Then, in 2024, Reddit struck a $ | For example, in 2023, Reddit removed free access to their API nearing the time of its Initial public offering (IPO).<ref name="TheVergeAnnouncement">{{Cite web |last=Shakir |first=Umar |date=April 18, 2023 |title=Reddit's upcoming API changes will make AI companies pony up |url=https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |url-status=live |archive-url=https://web.archive.org/web/20230614020642/https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |archive-date=June 14, 2023 |access-date=June 17, 2023 |work=[[The Verge]]}}</ref> Then, in 2024, Reddit struck a $60 million deal with [[Google]] to give access to its user-generated content for AI training data.<ref>{{Cite news |last=Tong |first=Anna |last2=Wang |first2=Echo |last3=Coulter |first3=Martin |last4=Tong |first4=Anna |last5=Wang |first5=Echo |date=2024-02-22 |title=Exclusive: Reddit in AI content licensing deal with Google |url=https://www.reuters.com/technology/reddit-ai-content-licensing-deal-with-google-sources-say-2024-02-22/ |access-date=2025-06-20 |work=Reuters |language=en}}</ref> | ||
===Stage 3 - Quality Degradation for Shareholders=== | ===Stage 3 - Quality Degradation for Shareholders=== | ||
When both users and business partners are locked in, the company shifts its surpluses to the shareholders. It no longer has any incentive to grow or maintain quality for either of its customer bases and relentlessly seeks profit at any rate for the shareholders. Companies at this stage also tend to have such a large market presence that switching barriers naturally (or intentionally) fall into place for those trying to leave for alternatives. | When both users and business partners are locked in, the company shifts its surpluses to the shareholders. It no longer has any incentive to grow or maintain quality for either of its customer bases and relentlessly seeks profit at any rate for the shareholders. Companies at this stage also tend to have such a large market presence that switching barriers naturally (or intentionally) fall into place for those trying to leave for alternatives. | ||
An ongoing example is [[YouTube]]'s [[YouTube#Crackdown against ad-blockers|crackdown on users using ad-blockers]].<ref>{{Cite web |title=YouTube intensifies crackdown on ad blockers {{!}} AdGuard |url=https://adguard.com/en/blog/youtube-new-banner-adblockers-violate-tos.html |access-date=2025-06-20 |website=AdGuard Blog |language=en}}</ref> While such a crackdown might reduce ad-blocker usage and increase short-term shareholder returns, it degrades the experience for users and reduces the quality of impressions for advertisers. Over 30% of the world's population uses YouTube, with a ~98% market share in online video media.<ref>{{Cite web |title=YouTube - Market Share, Competitor Insights in Media Players And Streaming Platforms |url=https://www.6sense.com/tech/media-players-and-streaming-platforms/youtube-market-share |access-date=2025-06-20 |website=6sense}}</ref><ref>{{Cite web |title=23 Essential YouTube Statistics You Need to Know in 2025 |url=https://thesocialshepherd.com/blog/youtube-statistics |access-date=2025-06-20 |website=The Social Shepherd |language=en}}</ref> | An ongoing example is [[YouTube]]'s [[YouTube#Crackdown against ad-blockers|crackdown on users using ad-blockers]].<ref>{{Cite web |title=YouTube intensifies crackdown on ad blockers {{!}} AdGuard |url=https://adguard.com/en/blog/youtube-new-banner-adblockers-violate-tos.html |access-date=2025-06-20 |website=AdGuard Blog |language=en}}</ref> While such a crackdown might reduce [[Ad blocker|ad-blocker]] usage and increase short-term shareholder returns, it degrades the experience for users and reduces the quality of impressions for advertisers. Over 30% of the world's population uses YouTube, with a ~98% market share in online video media.<ref>{{Cite web |title=YouTube - Market Share, Competitor Insights in Media Players And Streaming Platforms |url=https://www.6sense.com/tech/media-players-and-streaming-platforms/youtube-market-share |access-date=2025-06-20 |website=6sense}}</ref><ref>{{Cite web |title=23 Essential YouTube Statistics You Need to Know in 2025 |url=https://thesocialshepherd.com/blog/youtube-statistics |access-date=2025-06-20 |website=The Social Shepherd |language=en}}</ref> | ||
==Why it is a problem== | ==Why it is a problem== | ||
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It can cause frustration among customers, for example Netflix has started locking down movies behind expensive plans, so customers are frustrated into subscribing to a more expensive plan. | It can cause frustration among customers, for example Netflix has started locking down movies behind expensive plans, so customers are frustrated into subscribing to a more expensive plan. | ||
Enshittification can also lead to [[wikipedia:Feature creep|feature creep]] - especially when new features of a product are intended to further lock in users and increase revenue. This creep can lead to an overall reduction in performance due to bloat and | Enshittification can also lead to [[wikipedia:Feature creep|feature creep]] - especially when new features of a product are intended to further lock in users and increase revenue. This creep can lead to an overall reduction in performance due to bloat and increased complexity, reducing a product's usability. A prime example of feature creep caused in large part by late-stage enshittification is Microsoft Windows. | ||
===Switching barriers=== | ===Switching barriers=== | ||
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===Right of exit=== | ===Right of exit=== | ||
... | The right of exit, or Data portability, is the right of a user to leave a platform without losing the data stored on it, and instead being able to export it and access it in various applications of the user's liking.<ref>{{Cite web |title=DataPortability Project |url=http://www.dataportability.org/ |url-status=unfit |archive-url=https://web.archive.org/web/20090723171111/http://www.dataportability.org/ |archive-date=23 Jul 2009 |access-date=18 Aug 2025 |website=DataPortability}}</ref> | ||
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==Examples== | ==Examples== | ||
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===Media streaming platforms=== | ===Media streaming platforms=== | ||
The enshittification of Netflix is similarly reflected in other streaming platforms such as YouTube TV and Amazon Prime Video, where prices have increased despite a decline (or at least no perceivable improvement) in overall service quality. | The enshittification of Netflix is similarly reflected in other competing streaming platforms such as YouTube TV and Amazon Prime Video, where prices have increased despite a decline (or at least no perceivable improvement) in overall service quality. Multiple providers have also downgraded their cheapest paid plans to now come bundled with ads. | ||
===Search engines=== | ===Search engines=== | ||
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===Social media=== | ===Social media=== | ||
Facebook... | '''[[Facebook]]''' | ||
[[Facebook]] has shifted from a network for personal connection to a platform dominated by advertising and algorithmic manipulation. User data is monetised at the expense of privacy, while the quality of organic content has steadily declined. | |||
'''[[Instagram]]''' | |||
Once centred on creativity and social sharing, Instagram now prioritises sponsored posts, shopping features, and influencer marketing. Users’ ability to control their feeds has been reduced, reflecting the platform’s focus on profit over consumer experience. | |||
'''[[Reddit]]''' | |||
[[Reddit]]’s 2023 API changes exemplify enshitification, undermining community tools and third-party apps in favour of advertising revenue. This has eroded user autonomy and restricted consumer choice. | |||
'''Twitter/X''' | |||
Following its acquisition and rebrand, Twitter/X introduced paywalls for basic features, weakened moderation, and increased promoted content. The result has been a degraded service and a diminished consumer experience. | |||
'''[[TikTok]]''' | |||
[[TikTok]]’s powerful recommendation algorithm drives engagement but also funnels users into repetitive content while saturating feeds with advertising. Concerns over data exploitation further highlight the imbalance between corporate gain and consumer rights. | |||
'''YouTube''' | |||
YouTube. | YouTube has expanded ad loads and aggressively promoted subscriptions, while algorithmic changes often disadvantage independent creators. Consumers face reduced choice and increased intrusion, hallmarks of enshitification. | ||
===Software=== | ===Software=== | ||
Adobe... | Adobe... | ||
Windows... | Microsoft Windows... | ||
===Video Games=== | ===Video Games=== | ||
Unity... | Unity... | ||
A lot of mobile games have fell into enshittifed experiences. A lot of mobile games were paid in the early days of the [[Apple App Store]], but then became [[Free to Play]] with users being bombarded with ads, [[Microtransactions|micro-transactions]], [[Battle passes|battle-passes]], energy-systems and more, to extract as much money out of the player's pocket, while making the experience less fun. The video game Angry-Brid is a good example of this. What started as a very simple game now has all of the aforementioned tactics baked into it, rendering the playing experience tedious and unpleasant. | |||
===Learning Applications=== | |||
Duolingo | |||
==References== | ==References== | ||