Enshittification: the gradual decay of online platforms

Do you know what Enshittification is and why it has been picked as the Word of the Year 2024 by Macquarie Dictionary ? Coined by tech critic Cory Doctorow, it sums up the frustrating trajectory where platforms start as user-focused but, over time, degrade into profit-driven shells of their former selves. Consider how beloved services often transition from delight to disappointment as monetization takes precedence.

Most of my Facebook feed is now littered with AI-generated crap; it has gone so bad that it is hard to find any updates from my friends. Most online video conferencing platforms offer terrible experiences, particularly if you log in as a guest. I may have joked more than once that all video conferencing tools these days have an agenda of making each other platform's users' lives miserable. How many times were you trying to join a conference call, and someone was struggling to get in due to non-sensical requirements put in by the video conferencing provider? When you get a new phone, you will find loads of crapware that has been pre-installed. How can you forget those games and apps that show you ads that cannot be closed unless you click 'X' 4-5 times in the hope of maximizing engagement with the ad?

Netflix disrupting Blockbuster is a very popular MBA case study. It started with the promise of disrupting a market where the customer was fed-up of late fees and other complicated processes.

Netflix used to encourage users to share passwords with friends and family to make consuming the content easy.

Then, gradually, we saw Netflix cracking down on password sharing. When Netflix started, the idea was to provide a superior experience, but now, the basic plan is littered with ads. Not just that, I tried watching House of Cards and I was informed that I cannot watch this show on the basic plan and that I must upgrade to watch the show.

Netflix’s shift from championing user experience to nickel-and-diming its customers is a textbook case of enshittification.

Why Enshittification Resonates

The rise of enshittification reflects a broader issue: platforms prioritizing short-term profit over long-term value. Initially, they attract users by offering exceptional service and minimal friction. Once they’ve captured a substantial audience, they gradually shift focus to monetization, increasing ads, restricting features, and degrading the overall experience. The result? A product that feels hollow, frustrating, and exploitative.

Can We Reverse the Trend?

Is there hope to escape the grip of enshittification? Perhaps. User backlash, competition, and regulation can push platforms to recalibrate their priorities. Until then, the word serves as both a critique and a call to action; reminding us to demand better from the digital tools and services we rely on.

Enshittification isn’t just a word; it’s a wake-up call for the service providers. The question is: will platforms listen before it’s too late?

I write weekly on different topics related to Data and AI. Feel free to subscribe to FAQ on Data newsletter and/or follow Fawad Qureshi on LinkedIn or FawadQureshi on X.