Digital ‘Enshitification’: Viral Video Exposes Declining Quality of Online Platforms

The feeling of a website subtly, almost imperceptibly, getting worse is something many of us in Austin, Texas, have experienced. Maybe your favorite local news site suddenly loads with endless ads, or a streaming service you rely on starts pushing unwanted “features.” It’s a frustrating experience, and increasingly, it has a name: “enshittification.” A recent viral video from the Norwegian Consumer Council (NCC) is bringing this concept to the forefront, and it’s sparking a global conversation about the future of the internet – a conversation that directly impacts how we access information and services here in the heart of Texas.

What Does ‘Enshittification’ Actually Mean?

The term, coined by journalist Cory Doctorow in 2023, describes a predictable cycle. Platforms initially focus on attracting users with a great experience. Then, they shift their attention to pleasing businesses that rely on the platform. Finally, they begin exploiting both users and businesses to maximize profits for themselves. As Finn Lützow-Holm Myrstad, the NCC’s director of digital policy, explained, it’s a “deliberate process, a deliberate choice by companies to take advantage of the fact that we’re locked in and that we then don’t have other choices.” This isn’t about accidental glitches or poor design; it’s a calculated strategy.

The NCC’s video illustrates this perfectly with a darkly humorous portrayal of a self-described “professional enshitificator” adding pop-ups, ad breaks, and disruptive updates to otherwise functional websites and apps. It’s a satirical take on a exceptionally real problem. The NCC, along with over 70 advocacy groups from the US, the European Union, and Norway, recently sent letters to politicians in over 14 countries, urging stronger enforcement against these practices. A February letter to EU officials stated plainly, “People can have a better digital world…We must rebalance power between consumers, Big Tech and alternative service providers.”

The Facebook Example and the Network Effect

The NCC report specifically points to Facebook as a prime example of enshittification. The platform, originally designed to connect friends and family, has increasingly prioritized promoted content and advertising, fundamentally altering the user experience. The feed, according to the report, is now “filled with forced advertisement breaks, vast amounts of AI slop, and various other content.” This shift isn’t unique to Facebook, but it serves as a stark illustration of the trend.

A key factor driving this behavior is the “network effect” – the idea that a platform becomes more valuable as more people use it. This creates a lock-in effect, making it difficult for users to leave even when the service deteriorates. If all your friends and family are on Facebook, you’re less likely to switch to a different platform, even if it offers a better experience. Here’s particularly relevant in a city like Austin, where many community groups and local events are organized and promoted through social media.

Why is Digital ‘Enshittification’ Easier?

Unlike a physical product that can only be altered so much, digital products can be modified endlessly and remotely. This makes it easier for companies to implement changes that prioritize profit over user experience. Paul Richter, a fellow at the Bruegel think tank, argues that platforms aren’t necessarily worsening the user experience *on purpose*, but that when faced with a choice between better service and monetization, profits will almost always come first. This is compounded by decreasing competition, as mergers and acquisitions concentrate market power in the hands of a few dominant players. The 2012 acquisition of Instagram by Facebook is often cited as a pivotal moment, potentially stifling competition that could have prevented some of the enshittification we see today.

What’s Being Done – and What Can Be Done – About It?

Europe is taking a proactive approach with legislation like the Digital Markets Act (DMA) and the Digital Services Act (DSA). The DMA aims to increase competition by requiring major “gatekeepers” like Apple and Google to open up their platforms to competitors. The DSA, focuses on platform accountability, requiring companies to share data, assess the societal impact of their design choices, and work with regulators to mitigate risks. These regulations could potentially create a more competitive environment, giving users more choices and forcing platforms to prioritize their needs. However, Richter cautions that market forces alone are unlikely to solve the problem and that government intervention will be necessary.

Existing laws related to data protection and consumer protection likewise have the potential to address enshittification, but Myrstad emphasizes that enforcement has been too weak and slow. “There needs to be a big price to pay for anti-competitive practices,” he says. “What we see is that the fines that are being levied are not functioning as a deterrent.” The upcoming Digital Fairness Act (DFA) offers a potential solution, providing legal protections against deceptive design and addictive mechanisms.

Navigating ‘Enshittification’ in Austin: A Local Resource Guide

Given my background in digital policy and consumer advocacy, and seeing this trend impact residents here in Austin, I believe it’s crucial to be prepared. If you’re feeling the effects of enshittification – whether it’s through frustrating app updates, endless ads, or a decline in the quality of your favorite online services – here are three types of local professionals who can help you navigate this increasingly complex digital landscape.

1. Boutique Cybersecurity Consultants

Look for firms specializing in privacy-focused security solutions. They can help you assess your digital footprint, implement stronger security measures, and protect your data from exploitation. Criteria to look for: certifications like CISSP or CISM, a focus on data minimization, and experience with end-to-end encryption tools.

2. Tech-Savvy Estate Planning Attorneys

As our digital lives turn into more intertwined with our personal and financial affairs, it’s essential to have an estate plan that addresses digital assets. These attorneys can help you manage your online accounts, passwords, and digital property in the event of incapacity or death. Criteria: experience with digital asset management, familiarity with relevant state laws, and a willingness to work with cybersecurity professionals.

3. Digital Rights Advocates & Consumer Protection Lawyers

If you believe you’ve been harmed by deceptive digital practices, a lawyer specializing in consumer protection and digital rights can advise you on your legal options. Criteria: a proven track record of success in consumer protection cases, a deep understanding of data privacy laws, and a commitment to advocating for consumer rights.

Ready to find trusted professionals? Browse our complete directory of top-rated digital services experts in the Austin area today.