What is enshittification in apps?

Enshittification is a term coined by Cory Doctorow describing the lifecycle of digital platforms: first they are good to users, then they abuse users to make things better for business customers, and finally, they abuse those business customers to claw back all value for shareholders.

How can I tell if an app is being enshittified?

Common signs include an increase in ads, the removal of chronological feeds, forced use of 'AI' features that don't help the user, and making it harder to find the content or people you actually follow.

Is there any way to reverse platform decay?

While individual users can't change a company's business model, you can combat it by using third-party frontends, RSS feeds, browser extensions like adblockers, and moving to federated or open-source alternatives.

Free Guide: How to Identify and Combat Enshittification in Modern Apps

Estimated Read Time: 5 Min Read Difficulty Level: Intermediate

What is Enshittification?

The term "enshittification" was coined by writer and activist Cory Doctorow to describe a specific pattern of platform decay. It isn't just about an app getting "bad"; it’s about a deliberate transition in how value is distributed. In the beginning, a platform provides immense value to users to lure them in. Once the users are locked in by network effects or high switching costs, the platform pivots to favor its business customers (advertisers, sellers, or creators). Finally, once those businesses are also locked in, the platform squeezes both groups to maximize returns for its shareholders.

This process transforms once-beloved tools into digital minefields of ads, algorithmic manipulation, and "dark patterns" designed to keep you scrolling while providing as little value as possible. Understanding this trajectory is the first step in protecting your digital life.

Spotting the Signs: The Three Stages

Identifying enshittification early can save you the frustration of being caught in a platform's "rent-seeking" phase. Look for these specific shifts in behavior:

Phase 1: The User Honeymoon. The app is fast, free, and puts your needs first. There are no ads, and the search function actually works.
Phase 2: The Advertiser Pivot. Sponsored content begins to appear. The "Home" feed moves away from what you chose to follow and toward "Recommended" content that the platform has been paid to show you.
Phase 3: The Value Extraction. The app becomes bloated. Features you used are hidden behind subscriptions (SaaS-ification). The search results are dominated by "Sponsored" results. The algorithm actively hides content from your friends or followed accounts unless they pay for "boosts."

The Psychology of App Decay

Why do companies ruin their own products? It’s often a result of "Growth at All Costs" venture capital requirements. Once a company reaches a dominant market share, it can no longer grow by acquiring new users. Instead, it must increase the "Average Revenue Per User" (ARPU). This leads to the implementation of features that serve the balance sheet rather than the human using the screen.

Common psychological tactics include variable reward schedules (intermittent notifications), loss aversion (making it hard to delete your account), and forced friction (making it difficult to leave the "walled garden" of the app).

Practical Combat Strategies

You do not have to be a passive victim of platform decay. Here are several ways to fight back and maintain a high-quality digital experience:

Use Alternative Front-Ends: For platforms like YouTube, Reddit, or Twitter, developers often create "front-ends" (like Libreddit or Invidious) that allow you to view the content without the ads, tracking, or algorithmic manipulation.
RSS is Your Best Friend: Instead of relying on a "smart" feed to tell you what's new, use an RSS reader. This allows you to subscribe directly to websites and creators, bypassing the algorithm entirely.
Browser Extensions: Use tools like uBlock Origin to strip away advertisements and "Unhook" to hide recommended sidebars that lead to rabbit holes.
Aggressive Unsubscribing: If an app starts showing you more "suggested" content than content from people you actually know, it’s time to prune your following list or move to a different platform.

Reclaiming Your Digital Autonomy

Ultimately, the most effective way to combat enshittification is to vote with your attention. The "Fediverse" (Mastodon, Lemmy, etc.) and other decentralized platforms are built on protocols rather than proprietary platforms. Because no single entity "owns" the network, they are structurally resistant to enshittification.

When an app starts to feel like a chore rather than a tool, it’s a sign that the enshittification process is reaching its final stage. By diversifying where you get your information and using tools that put you back in control, you can ensure that your technology serves you, rather than the other way around.

Frequently Asked Questions

What is the main cause of enshittification?

The primary driver is the need for infinite growth required by shareholders and venture capitalists. When a platform can't find new users, it must extract more value from its existing ones.

Are all apps destined to become enshittified?

Not necessarily. Open-source projects, non-profits, and platforms with sustainable, user-funded business models (like simple subscriptions without data mining) are much more resilient to these patterns.

How can I support "good" apps?

Pay for tools you value. If you aren't paying for the product, you (and your data) are the product being sold to advertisers. Supporting independent developers helps them resist the urge to sell out to larger conglomerates.

Next Guide: Escaping the Algorithm & Reclaiming Your Feed →