quote:

Twitter is struggling to keep its most active users engaged, which underscores a challenge faced by Elon Musk as he approaches a deadline to close his $44 billion deal to buy the company.

“Heavy tweeters” account for less than 10% of monthly overall users but generate 90% of all tweets and half of global revenue.

The research also found a shift in interests over the past two years among Twitter’s most active English-speaking users that could make the platform less attractive to advertisers.