The referral traffic coming from links shared to X (née Twitter) to publishers’ websites has declined sharply in the past year.
Web publishing tech provider Automattic analyzed a random set of 25 large and small publishers and found that traffic from X fell on average by 24% from the first half of 2022 to the first half of 2023, according to Todd Blackmon, who oversees Automattic’s global marketing agency partnerships. That’s a significant drop from the 13% decline Digiday reported in January.
X throttling causes NYT traffic dip
This comes amid a report from The Washington Post last week that X was found to be slowing the page load speed of links to news organizations like The New York Times and Reuters, as well as other platforms like Substack. Publishers put a lot of resources into making sure their websites open as fast as possible, as people tend to abandon a website if it takes more than a few seconds to load.
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