Viewership of NPR’s digital journalism has decreased solely barely on account of the corporate’s choice to get off X, the platform previously often known as Twitter.
In keeping with an inner viewers metrics memo despatched to NPR staffers in August that was obtained by The Hill, the group has seen what its leaders mentioned was an “anticipated small decline” in viewers “relative to our owned and operated, corresponding to NPR.org.”
Earlier than the April 5 choice, Twitter referrals made up lower than 2 p.c of NPR.org’s viewers, the corporate mentioned, with a majority coming from its major information accounts: @npr and @nprpolitics.
The viewers metrics memo was first reported on by the journalism assume tank Nieman Lab at Harvard College.
Within the months after what the corporate is looking “Twexit,” NPR has seen a 1 proportion level decline in complete weekly customers to its web site, which it attributed to the choice to get off the platform.
The general public broadcaster mentioned in April it will let its accounts go dormant and not publish its journalism on X, citing a choice on the time by CEO Elon Musk to label NPR as state-affiliated media.
Musk has come below a wave of criticism from tech and media watchdogs for the adjustments he has made to the platform’s content material moderation insurance policies and free speech practices.
“We aren’t placing our journalism on platforms which have demonstrated an curiosity in undermining our credibility and the general public’s understanding of our editorial independence,” NPR mentioned in a press release asserting the choice.
The change in NPR’s technique additionally comes as information publishers throughout the trade work to adapt to altering information consumption habits and evolving avenues to achieve audiences on totally different platforms.
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