NPR’s digital journalism viewership has experienced only a minimal decrease since the company’s departure from X (formerly known as Twitter). An internal audience metrics memo, obtained by The Hill, reveals that the organization observed an “expected small decline” in audience compared to its owned and operated platform, NPR.org.
Before the decision on April 5, Twitter accounted for less than 2 percent of NPR.org’s audience, with the majority coming from its primary news accounts: @npr and @nprpolitics.
The journalism think tank Nieman Lab at Harvard University first reported the audience metrics memo.
In the months following the “Twexit,” NPR experienced a 1 percentage point decline in total weekly users on its website, which they attributed to their departure from the platform.
In April, NPR announced it would let its accounts go dormant and cease publishing its journalism on X. This decision was made in response to CEO Elon Musk labeling NPR as state-affiliated media, which sparked criticism from tech and media watchdogs due to his changes in content moderation policies and free speech practices on the platform.
“We are not putting our journalism on platforms that have demonstrated an interest in undermining our credibility and the public’s understanding of our editorial independence,” NPR stated in their announcement.
NPR’s change in strategy coincides with news publishers adapting to evolving news consumption habits and new avenues to engage audiences on different platforms.
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