“Is Twitter dying?” billionaire Elon Musk mused in April, five days before offering to buy the social media platform.The reality, according to internal Twitter research seen by the Reuters news agency, goes far beyond the handful of examples of celebrities ghosting their own accounts. Twitter is struggling to keep its most active users – who are vital to the business – engaged, underscoring a challenge faced by the Tesla Inc chief executive as he approaches a deadline to close his $44bn deal to buy the company.These “heavy tweeters” account for less than 10 percent of monthly overall users but generate 90 percent of all tweets and half of global revenue. Heavy tweeters have been in “absolute decline” since the pandemic began, a Twitter researcher wrote in an internal document titled “Where did the Tweeters Go?”
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