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 and 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. | '''Enshittification''', also known as '''crapification''' and '''platform decay''', is a pattern in which two-sided online products and 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<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 |archive-url=http://web.archive.org/web/20260216121528/https://pluralistic.net/2022/11/28/enshittification/ |archive-date=16 Feb 2026}}</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] ([http://web.archive.org/web/20251117215634/https://www.uniladtech.com/news/tech-news/mrwhosetheboss-explains-google-search-broken-715030-20241030 Archived])</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 |archive-url=http://web.archive.org/web/20260222030743/https://www.merriam-webster.com/slang/enshittification |archive-date=22 Feb 2026}}</ref> | ||
==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<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. | <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 |archive-url=http://web.archive.org/web/20260120085207/https://www.wired.com/story/tiktok-platforms-cory-doctorow/ |archive-date=20 Jan 2026}}</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]] aggressively used investor capital to fund massive subsidies, paying to acquire both drivers and passengers.<ref>{{Cite web |title=How Uber Disrupted An Industry With An Explosive Approach |url=https://www.cascade.app/studies/uber-strategy-study#:~:text=Uber%20combined%20that%20initial%20campaign,rider%20sides%20faster%20and%20easier.}}</ref> It 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> | For example, [[Uber]] aggressively used investor capital to fund massive subsidies, paying to acquire both drivers and passengers.<ref>{{Cite web |title=How Uber Disrupted An Industry With An Explosive Approach |url=https://www.cascade.app/studies/uber-strategy-study#:~:text=Uber%20combined%20that%20initial%20campaign,rider%20sides%20faster%20and%20easier. |archive-url=http://web.archive.org/web/20251112132833/https://www.cascade.app/studies/uber-strategy-study |archive-date=12 Nov 2025}}</ref> It 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 |archive-url=http://web.archive.org/web/20250414222632/https://eu.usatoday.com/story/money/columnist/wolff/2013/12/22/the-success-of-app-based-car-service-uber/4141669/ |archive-date=14 Apr 2025}}</ref> | ||
===Stage 2 - Catering to Business Clients=== | ===Stage 2 - Catering to Business Clients=== | ||
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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|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}} ([http://web.archive.org/web/20251211160954/https://adguard.com/en/blog/youtube-new-banner-adblockers-violate-tos.html Archived])</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 |archive-url=http://web.archive.org/web/20250429132430/https://6sense.com/tech/media-players-and-streaming-platforms/youtube-market-share |archive-date=29 Apr 2025}}</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 |archive-url=http://web.archive.org/web/20260124141601/https://thesocialshepherd.com/blog/youtube-statistics |archive-date=24 Jan 2026}}</ref> | ||
==Why it is a problem== | ==Why it is a problem== | ||