The term “enshittification”, coined by tech writer Cory Doctorow, describes how digital platforms deteriorate over time. Initially, they serve users well, but gradually, they prioritize profits through intrusive advertisements, reduced organic reach, and algorithmic manipulation that benefits advertisers and investors rather than users.
Enshittification refers to the progressive decline in user experience on digital platforms. In the beginning, platforms attract users by offering smooth, high-quality, and free services. However, as they grow, their focus shifts toward monetization—leading to cluttered feeds, reduced visibility for authentic content, and privacy intrusions that frustrate users.
The main reason behind enshittification is the drive to maximize profit from user data. Algorithms are continuously modified to favor sponsored content, paid promotions, and trending topics rather than organic interactions. This approach increases engagement time but lowers satisfaction, as users spend hours scrolling without finding meaningful content.
Twitter/X: Indian users have observed that non-paid or regular posts get lower reach, making it harder for creators to engage followers without subscribing to premium plans.
Instagram and Facebook: Many Indian creators and small business owners—from Jaipur to Coimbatore—report a steady drop in organic reach, forcing them to rely more on paid ads for visibility.
YouTube: Independent musicians and educators in India have faced demonetization issues and sudden algorithm changes that reduce their video visibility and earnings.
E-commerce Apps: Platforms like Flipkart and Meesho send frequent notifications and push “limited-time offers” to keep users engaged. However, this often leads to frustration as users are flooded with irrelevant suggestions.
Government Platforms: Even official apps like UMANG and DigiLocker have faced criticism for repetitive alerts, cluttered dashboards, and unnecessary notifications—displaying a similar pattern of digital over-optimization.
The result is widespread digital fatigue. Constant notifications, repetitive feeds, and lack of control make users feel mentally drained. This effect is especially severe among Indian youth who depend heavily on social media for validation, learning, career visibility, and connection. Over time, the emotional burden of staying “online” is leading to burnout and declining trust in platforms.
Experts predict a growing shift toward decentralized and niche platforms that emphasize privacy, community engagement, and transparency. Examples include Mastodon and India’s Koo, which offer alternatives to mainstream social media models. Meanwhile, the proposed Digital India Act 2025 aims to create a framework that protects users’ rights while encouraging responsible innovation across digital ecosystems.
Conclusion: Enshittification serves as a wake-up call for users and developers alike. Sustainable digital growth depends on ethical design, transparent algorithms, and prioritizing user trust over profit-driven manipulation.
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