Twitter is struggling to keep its most active users

Internal research reveals Twitter is losing its most active users that constitute less than 10% of monthly users but help generate 90% of all tweets and almost half its global revenue.

According to another internal document, most active users, or “heavy tweeters” have been declining since the COVID-19 pandemic began.

A heavy tweeter logs on to Twitter six or seven days a week and posts about three to four times a week.

The latest research also reflects a shift in Twitter’s most active English-speaking users in the past two years. Cryptocurrency and “Not Safe For Work” (NSFW) content are emerging as topics of interest among English-speaking heavy users, per CNBC.

Interest in news, sports and entertainment is decreasing, the research says. The company estimates, adult content makes up 13% of Twitter. The change in trend could make the platform less advertiser-friendly.