Introduction
X, formerly known as Twitter, has been accused of throttling traffic to websites that are publicly disliked by its owner, Elon Musk. The social media platform has allegedly slowed down the speed at which links to certain websites load, including The New York Times, Instagram, Facebook, Bluesky, Threads, Reuters, and Substack. This move has raised concerns about potential revenue loss for these companies. In this article, we will delve into the details of this controversy and its implications.
Delays in Loading Web Pages
Users on the Hacker News forum were the first to notice a five-second delay when accessing links to the aforementioned websites on X. The Washington Post later reported on this issue. These delays were specifically observed for websites that Musk has previously attacked or ridiculed. Such delays can have a significant impact on website traffic and ad revenue, as users tend to grow impatient when content takes more than a couple of seconds to load.
Implications for Website Traffic and Revenue
The delay in traffic to these websites potentially deprived them of valuable visits and ad revenue. Even small delays can lead to a decrease in traffic, as users may choose to navigate away from a website if it doesn’t load quickly enough. This situation highlights the influence that a platform like X can have on the success of other digital entities.
Confirmation of Selective Throttling
A quick test revealed that major news organizations and websites, such as YouTube and Fox News, were unaffected by these delays. It seems that the throttling only targeted websites that Musk has publicly criticized. This confirmation further supports the allegations of selective throttling by X.
Expert Opinion on Web Performance
The former head of trust and safety at Twitter, who now posts on Bluesky, expressed disbelief at the extent of the delays. He highlighted the impact of even a one-second delay on user experience, citing research that suggests it can lead to increased bounce rates and reduced time spent on a website. Delays, even if subtle, can be annoying enough to drive users away from a particular site.
Meta CEO’s Response
Mark Zuckerberg, CEO of Meta, responded to a Threads post about the throttling issue with a “thinking face emoji.” This response is noteworthy considering the ongoing feud between Musk and Zuckerberg. Musk had previously threatened to engage in a cage fight with Zuckerberg, although no formal arrangements were made.
Past Instances of Personal Grievances
This incident is not the first time Musk has allowed personal grievances to affect the operations of the social network. In the past, he has blocked links to competitors such as Substack and Threads. Furthermore, Musk revoked The New York Times’ verification checkmark earlier this year, referring to the publication as “propaganda.”
Lack of Response from X
X has not provided any official comment on these allegations. This lack of response is consistent with the company’s approach since Musk took over, as it has ceased responding to press inquiries.
Conclusion
The throttling of traffic to websites disliked by Elon Musk, as alleged against X, raises concerns about the influence and power of social media platforms. The potential revenue loss for targeted websites highlights the impact that such actions can have on digital entities. As this controversy unfolds, it remains to be seen how X will address these allegations and whether any further actions will be taken to rectify the situation.
Update 08/15/2023 5:05 PM ET: X has started reversing the slow access to news sites as of Tuesday afternoon.
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