Enshittification: Difference between revisions
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{{Incomplete|Issue 1=Some sections are lacking adequate source population or quality|Issue 2=Some sections are far too brief, or aren't even written|Issue 3=Lack of depth; there's not enough links of data that connects each stage together, not to mention real-world examples of companies going through the full process.}}{{ToneWarning}} | {{Incomplete|Issue 1=Some sections are lacking adequate source population or quality|Issue 2=Some sections are far too brief, or aren't even written|Issue 3=Lack of depth; there's not enough links of data that connects each stage together, not to mention real-world examples of companies going through the full process.}}{{ToneWarning}} | ||
'''[[wikipedia:Enshittification|Enshittification]]''' | '''Platform decay''', commonly known as '''[[wikipedia:Enshittification|Enshittification]]''' or '''crapification''', is a practice of companies (usually large ones) that consists of declining the quality of the products or services they provide over time. | ||
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> | The term was first coined by tech blogger [[wikipedia:Cory Doctorow|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."'' | The platform decay practice is done by three stages. Initially, the companies create high-quality products or services offerings, usually by offering users a product or service at a low price (or sometimes for free). This works as an easy way to attract users and consumers and undercut the competition. Later, the offerings and the platform quality declines, usually with subtle changes, to enworse users' experience for doing a transition to prioritize business customer profits. At the end they decline the quality for both regular and business consumers, this to prioritize shareholder profits. The decay of the platforms could make the provider companies to end with an unrepairable reputation or even in bankrupcy. | ||
<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."'' <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>- Cory Doctorow ''Wired,'' 2023 | |||
===Stage 1 - Incentivizing Mass Adoption=== | ===Stage 1 - Incentivizing Mass Adoption=== | ||
Companies | Companies begin with offering a product or service focused on provide a high-quality experience or usage for the user, along with constantly listening to user feedback. Another common practice to attract users is also by providing a cheap or accessible price for the mayority of consumers. This leads into product or service visibility and makes easier to establish a communities and userbases. | ||
A documented example of this phase occurs with [[Uber]] aggressively usinginvestor 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=== | ||
Once | Once the communities and userbases are stable, companies begin to offer and partner with businesses customers with great incentive. These partnerships and this new profitting focus are the responsible to erode the user experience via methods such as supplies and advertising. | ||
A documented example of this phase is seen with the case of [[Reddit]] removing the 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 |archive-url=http://web.archive.org/web/20260112221447/https://www.reuters.com/technology/reddit-ai-content-licensing-deal-with-google-sources-say-2024-02-22/ |archive-date=12 Jan 2026}}</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}} ([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 | 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 block|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== | ||
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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 [[Bloatware|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. | 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 [[Bloatware|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=== | ||
Enshittified platforms that act as intermediaries can act as both a monopoly on services and a monopsony on customers, as high switching barriers prevent either from leaving even when better alternatives technically exist. These barriers can be intentionally put in place - such as restricting the user's ability to transfer data or communicate between platforms - or unintentional, such as a platform's userbase being so large that it naturally makes it near impossible for users or partners to find equivalent engagement on an alternative platform. | Enshittified platforms that act as intermediaries can act as both a monopoly on services and a monopsony on customers, as high switching barriers prevent either from leaving even when better alternatives technically exist. These barriers can be intentionally put in place - such as restricting the user's ability to transfer data or communicate between platforms - or unintentional, such as a platform's userbase being so large that it naturally makes it near impossible for users or partners to find equivalent engagement on an alternative platform. | ||
An example of this would be a long-time eBay seller hoping to leave the site for an alternative with lower fees (possibly Mercari or Etsy). They might first encounter issues migrating all of their listings over to the new platform; a process which could be tedious. Their feedback history will certainly not carry over to the new platform so buyers are initially less likely to view them as trustworthy, potentially impacting sales. Lastly, the alternative platform likely has a vastly smaller userbase than eBay so despite all the possible benefits - the seller is less likely to be successful on the new platform than they are on eBay. | An example of this would be a long-time [[eBay]] seller hoping to leave the site for an alternative with lower fees (possibly Mercari or Etsy). They might first encounter issues migrating all of their listings over to the new platform; a process which could be tedious. Their feedback history will certainly not carry over to the new platform so buyers are initially less likely to view them as trustworthy, potentially impacting sales. Lastly, the alternative platform likely has a vastly smaller userbase than eBay so despite all the possible benefits - the seller is less likely to be successful on the new platform than they are on eBay. | ||
Such switching barriers can create an adversarial relationship between platform users or business partners and the company they're dependent on. The users or partners cannot be successful without access to the wide reach of the platform - but it leaves them wholly dependent on a company that no longer has their best interests in mind. | Such switching barriers can create an adversarial relationship between platform users or business partners and the company they're dependent on. The users or partners cannot be successful without access to the wide reach of the platform - but it leaves them wholly dependent on a company that no longer has their best interests in mind. | ||
===Platform death=== | ===Platform death=== | ||
A potential end-scenario for enshittified platforms is death, usually caused by a large enough exodus of users and business partners, and a general loss of trust. A platform may not truly "die" per se, but it can completely lose the identity that made it successful in the first place - and might not ever regain it. An ongoing example is [[X Corp|Twitter]] post Elon Musk's takeover. Under its new ownership and branding, the platform drove away swathes of its userbase and advertisers to alternative platforms (such as Bluesky) after its policy shifts proved widely unpopular. | A potential end-scenario for enshittified platforms is death, usually caused by a large enough exodus of users and business partners, and a general loss of trust. A platform may not truly "die" per se, but it can completely lose the identity that made it successful in the first place - and might not ever regain it. An ongoing example is [[X Corp|Twitter]] post Elon Musk's takeover. Under its new ownership and branding, the platform drove away swathes of its userbase and advertisers to alternative platforms (such as [[Bluesky]]) after its policy shifts proved widely unpopular. | ||
However, the death of an enshittified platform is not an entirely positive end result. It uproots a long established userbase and can greatly disrupt their activities. There is also the chance that alternative platforms lack feature | However, the death of an enshittified platform is not an entirely positive end result. It uproots a long established userbase and can greatly disrupt their activities. There is also the chance that alternative platforms lack of feature parities with the old platform or that it might not even be able to support the massive influx of new users - at least for some amount of time. At worst, data loss could be involved meaning years worth of information - if not archived beforehand - could potentially be lost if a platform shuts down in some capacity. | ||
==Possible solutions== | ==Possible solutions== | ||
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==Examples== | ==Examples== | ||
===E-commerce=== | ===E-commerce=== | ||
In Doctorow's original post, he discussed the practices of Amazon. The online retailer initially drew in users with products sold below cost and free shipping. Once its userbase was well established, more sellers began to sell their products through Amazon. Finally, Amazon began to add fees to increase profits. In 2023, over 45% of the sale price of items went to Amazon in the form of various fees. Amazon also allows sellers the ability to push their listing higher in search results via its paid Sponsored Products program. Doctorow described advertisement within Amazon as a payola scheme in which sellers bid against one another for search-ranking preference, and said that the first five pages of a search for "cat beds" were half advertisements | In Doctorow's original post, he discussed the practices of [[Amazon]]. The online retailer initially drew in users with products sold below cost and free shipping. Once its userbase was well established, more sellers began to sell their products through Amazon. Finally, Amazon began to add fees to increase profits. In 2023, over 45% of the sale price of items went to Amazon in the form of various fees. Amazon also allows sellers the ability to push their listing higher in search results via its paid Sponsored Products program. Doctorow described advertisement within Amazon as a payola scheme in which sellers bid against one another for search-ranking preference, and said that the first five pages of a search for "cat beds" were half advertisements | ||
eBay is another e-commerce site that followed a similar trajectory, initially offering low fees and a robust buying/selling protection system. Once its userbase of largely secondhand buyers and sellers was solidified, eBay raised seller fees and began incentivizing large volume sellers - often actual businesses - with lower selling fees should they subscribe to eBay Store. eBay sellers are also no longer able to leave negative feedback for buyers, greatly reducing the ability of sellers to avoid bad actors. Since then, eBay has introduced promoted listings that are effectively analogous to Amazon's paid sponsored listing system. eBay has also encouraged sellers to use AI generated descriptions that often misrepresent the condition of items being sold, along with opting all of its users into in-house AI training [[Ebay AI opt in by default|by default]] as of its April 21, 2025 privacy policy revision. | eBay is another e-commerce site that followed a similar trajectory, initially offering low fees and a robust buying/selling protection system. Once its userbase of largely secondhand buyers and sellers was solidified, eBay raised seller fees and began incentivizing large volume sellers - often actual businesses - with lower selling fees should they subscribe to eBay Store. eBay sellers are also no longer able to leave negative feedback for buyers, greatly reducing the ability of sellers to avoid bad actors. Since then, eBay has introduced promoted listings that are effectively analogous to Amazon's paid sponsored listing system. eBay has also encouraged sellers to use AI generated descriptions that often misrepresent the condition of items being sold, along with opting all of its users into in-house AI training [[Ebay AI opt in by default|by default]] as of its April 21, 2025 privacy policy revision. | ||
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===Search engines=== | ===Search engines=== | ||
Google started as an ad-free search engine, but | Google started as an ad-free search engine, but then it started to add sponsored links in the top of the searchs and making them less distinguishable between non-ad links. {{Citation needed}} In 2024, Google started rolling out AI Overview, an AI-generated summary that appears at the top of the search results. Due to the release was rushed and didn't have proper revisions, the AI Overview showed inaccurate and potentially dangerous overviews, such as encouraging eating rocks, suggesting putting glue on top of pizza as a solution to cheese sliding off, encouraging smoking during pregnancy, encouraging suicide and suggesting users to jump off the Golden Gate Bridge.<ref>{{Cite news |last=Goodwin |first=Danny |date=24 May 2024 |title=Google AI Overviews under fire for giving dangerous and wrong answers |url=https://searchengineland.com/google-ai-overview-fails-442575 |url-status=live |archive-url=https://web.archive.org/web/20250623180113/https://searchengineland.com/google-ai-overview-fails-442575 |archive-date=23 Jun 2025 |access-date=21 Jul 2025 |work=Search Engine Land}}</ref> Google has responded to those issues and temporarily disabled the AI overview. While those incidents have been fixed and the AI Overview has been made available again, the AI overview still shows inaccurate results caused by hallucinations, biases and citing non-fiable sources, often citing satire comments as factual sources, or making stuff up. The AI overview has also been criticized for being considered as unwanted or unnecessary, for being environmentally harmful, privacy concerns and for reducing traffic towards genuine sites, encouraging people to rely on the overview instead of visiting sites to obtain the information they're looking for.<ref>{{Cite news |last=Perez |first=Sarah |date=15 Jul 2025 |title=Google Discover adds AI summaries, threatening publishers with further traffic declines |url=https://techcrunch.com/2025/07/15/google-discover-adds-ai-summaries-threatening-publishers-with-further-traffic-declines/ |url-status=live |archive-url=https://web.archive.org/web/20250718124612/https://techcrunch.com/2025/07/15/google-discover-adds-ai-summaries-threatening-publishers-with-further-traffic-declines/ |archive-date=18 Jul 2025 |access-date=21 Jul 2025 |work=TechCrunch}}</ref><ref>{{Cite news |last=Bellan |first=Rebecca |date=10 Jun 2025 |title=Google’s AI search features are killing traffic to publishers |url=https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ |url-status=live |archive-url=https://web.archive.org/web/20250714040741/https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ |archive-date=14 Jul 2025 |access-date=21 Jul 2025 |work=TechCrunch}}</ref> | ||
===Social media=== | ===Social media=== | ||
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'''[[X Corp|Twitter/X]]:''' | '''[[X Corp|Twitter/X]]:''' | ||
Following its acquisition and rebrand, Twitter/X introduced paywalls for basic features, weakened moderation | Following its acquisition and rebrand, Twitter/X introduced [[Pay-walling|paywalls]] for basic features, weakened its moderation and increased sponsored content. The result has ended into a degraded service and a diminished consumer experience. | ||
'''[[TikTok]]:''' | '''[[TikTok]]:''' | ||