What is Enshitification? Why Online Platforms Get Worse Over Time
What is Enshitification?
Enshitification is a term used to describe the phenomenon where online platforms "gradually worsen" over time. Initially, they are excellent to attract users, but once they have a massive user base, they shift to favor advertisers, and finally, prioritize shareholder value over the users themselves.
The term was popularized by Cory Doctorow, a writer and technology critic.
The 3 Stages of Enshitification
- Attracting Users: The platform is great, easy to use, and clutter-free. The goal is "growth at all costs."
- Favoring Advertisers/Partners: Ads increase, and algorithms are tuned to show more sponsored content. User experience begins to decline.
- Maximizing Profit: Fees increase, and features are locked behind paywalls. Both users and partners feel the sting, but the platform squeezes out as much profit as possible before people migration elsewhere.
Common Examples
- Social media feeds overwhelmed with advertisements.
- Marketplaces where search results are buried under sponsored listings.
- Apps that were once free but gradually force subscriptions.
Why Does It Happen?
Because the business model for most platforms is: Grow Fast → Dominate Market → Monetize Users. Once they have "monopoly power" or high switching costs, platforms feel safe degrading the experience while users are essentially trapped.
Summary in One Sentence Enshitification is the cycle where online platforms start strong but eventually sacrifice quality to maximize profits for shareholders.
