There are reasons to believe that Twitter's slow growth may be permanent. In the first quarter of 2016, Twitter averaged 310 million monthly active users though data projections from eMarketer indicate user growth is decelerating, exponentially. The company predicts that worldwide users will rise at an 8.8% in 2017, 7.6% in 2018 and 6.2% in 2019.
Twitter suffers from an inability to drive enough advertising revenue to make the company profitable. It takes up a mere 1.4% of net digital ad revenue worldwide, up from 0.9% in 2014 but a far cry from Facebook's 12%.
However, it may have mis-stepped in its attempt emulate Facebook, changing its format, emphasizing suggested accounts to follow and vowing to increase character count, according to Jessica Liu at Forrester Research.
"In doing so, Twitter lost its identity and users struggled with the experience," Liu said.
Twitter CEO Jack Dorsey has heard the criticisms and seems to be taking steps to make the social media platform more user-friendly. Within the past year, Twitter has changed its algorithm so that posts are no longer purely chronological, and said Tuesday it would support larger animated images called gifs.
Twitter's model to livestream content might increase the number of visitors to its platform, but the content will be available to people regardless of whether or not they have a Twitter account.
The deal has the potential to reach two generations of users, said Dayle Rodriguez, a community and marketing manager at Sentab, in a phone interview. The first are older Twitter users who may still uses television to get their news. The second are cord-cutting millennials.