The Enshittificator: How Digital Services Degrade and How We Might Fight Back

The concept of "enshittification" has rapidly gained traction in discussions about digital platforms and their evolution over time. This process describes the gradual degradation of digital services—where platforms become progressively worse for users while becoming more profitable for their owners. The Norwegian Consumer Council's recent video "The Enshittificator," accompanied by their comprehensive report "Breaking Free: Pathways to a fair technological future," provides a thorough examination of this phenomenon and offers strategies for resistance.

Enshittification represents a fundamental challenge to the promise of digital technology: that it would improve human lives and create more efficient, equitable systems. Instead, we've witnessed a consistent pattern where once-user-friendly platforms become increasingly hostile to their actual users. This manifests in numerous ways: the introduction of more aggressive advertising, the reduction of free functionality, the collection of excessive user data, and the prioritization of platform metrics over user experience.

The Norwegian Consumer Council's report delves into these mechanisms with remarkable clarity. By analyzing multiple case studies across different sectors—from social media platforms to productivity tools—the researchers identify common patterns in how enshittification occurs. These typically follow a recognizable trajectory: initial value creation for users, followed by platform optimization for engagement and monetization, and finally, the extraction of maximum value from users through various means, often at the expense of the original user experience.

What makes this report particularly valuable is its dual focus on both problem identification and solution development. The authors acknowledge that enshittification is not merely an accidental byproduct of technological evolution but rather a systemic issue rooted in current economic incentives and regulatory frameworks. They argue that without intentional intervention, platforms will continue down this path of degradation, as the economic pressures driving enshittification are simply too powerful to resist through market mechanisms alone.

The implications of widespread enshittification extend far beyond individual user frustration. When digital services degrade, society loses access to the tools that could potentially address pressing challenges. Communication platforms that once fostered meaningful connection become vectors for polarization and misinformation. Educational technologies that promised democratized learning become paywalled systems that exacerbate inequality. Productivity tools that aimed to streamline work become sources of constant distraction and surveillance.

Perhaps most concerning is the way enshittification undermines trust in digital systems more broadly. When users consistently experience the bait-and-switch of initially valuable services that degrade over time, they become increasingly cynical about all technological solutions. This cynicism can hinder the adoption of genuinely beneficial innovations, creating a technology landscape where the only successful services are those that can effectively obscure their eventual decline.

The report's title, "Breaking Free," suggests that enshittification is not inevitable. The Norwegian Consumer Council outlines several pathways toward resisting this trend, operating at different levels of intervention:

At the regulatory level, they propose updated frameworks that would require platforms to maintain minimum standards of service quality for existing users, particularly those who have contributed to building the platform's value. This could include provisions that prevent the removal of core functionality without user consent, or requirements that new monetization methods not degrade the core user experience.

At the design level, the report advocates for "ethical by design" approaches that prioritize user well-being alongside business objectives. This might involve developing metrics that go beyond engagement and retention to include measures of user satisfaction and actual value delivered. The authors suggest that platforms could implement "value preservation" commitments, where certain aspects of the user experience are protected from degradation even as the platform evolves.

At the user level, the report emphasizes developing greater digital literacy and critical consumption of digital services. This includes understanding the business models behind platforms, recognizing the signs of impending enshittification, and making conscious choices about which services to support with attention and data.

The video "The Enshittificator" serves as an accessible entry point to these complex issues, translating the dense analysis of the report into a more digestible format. Its 13,800 views in just three days suggest significant public interest in understanding and addressing these dynamics. The timing of its release—amid growing concerns about the quality and ethics of digital services—positions it as a potentially influential contribution to ongoing debates about technology's role in society.

The concept of enshittification has particular relevance in the current technological landscape, where users are increasingly aware of how their attention and data are being extracted and monetized. This awareness has fueled movements toward digital minimalism, data privacy advocacy, and platform alternatives. The Norwegian Consumer Council's work provides both theoretical framing and practical guidance for these movements, helping to translate individual frustration into collective action.

As digital services continue to permeate every aspect of life, the stakes of enshittification grow higher. The degradation of these services doesn't merely inconvenience users; it undermines the potential of technology to address pressing societal challenges. In healthcare, education, governance, and countless other domains, the quality of digital tools directly impacts outcomes for individuals and communities.

The Norwegian Consumer Council's report represents an important contribution to the growing literature on platform ethics and digital rights. By systematically analyzing the mechanisms of enshittification and proposing concrete strategies for resistance, it offers both understanding and hope. The recognition that enshittification is not inevitable but rather the result of specific economic and regulatory choices opens the possibility of different outcomes—digital services that maintain their value to users even as they evolve and grow.

In watching "The Enshittificator" and engaging with the report's findings, we're invited to reconsider our relationship with digital platforms. Rather than passive consumers of increasingly degraded services, we might become active participants in shaping technological systems that serve genuine human needs. The path forward is not without challenges, but as the Norwegian Consumer Council demonstrates, it is far from impossible.

The full report is available at: https://forbrukerradet.no/breakingfree