comscore Twitter to shutdown Vine; Pornhub offers to restore it to its NSFW glory
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Twitter to shutdown Vine; Pornhub offers to restore it to its NSFW glory

Twitter announced that it is killing Vine as part of its restructuring plans.

twitter-vine-source-code

Twitter did not land any suitors and now after axing its own staff, the company is killing Vine, the microvideo platform it acquired four years ago. Vine, with its six-second clips, pioneered the new-age short-form video style which in turn became the core format for services like Snapchat and Instagram. Twitter had placed a big bet on Vine when it acquired the startup in 2012, six months before it was even launched, for $30 million. Given the company s own future lies in the dark, Vine s death seems inevitable. Also Read - How to record Twitter Spaces audio on iOS, Android, web

Also Read - Twitter acquires Slack-like messaging platform called Quill to improve messaging tools

Although Vine is shutting down, users will still be able to access and download the Vine short clips on the service’s website. But they will no longer be able to upload any new clips. The announcement follows Twitter s restructuring plans under which the company recently laid off nine percent of its workforce, amounting to around 350 employees. ALSO READ: Twitter India to launch live video interview series Also Read - Big threat for Google, Twitter, WhatsApp, and LinkedIn users

Twitter said in a statement, We intend to fully invest in our highest priorities and are de-prioritizing certain initiatives.” At its earnings call, the company reported positive Q3 earnings. Twitter s revenue rose to $616 million, beating Wall Street expectations of $606 million. The company s user base also witnessed growth. Twitter now has over 317 million monthly active users, exceeding market expectations of 315 million. Last quarter, the company reported 313 million active users. Despite showcasing the much-needed positive earnings, the decade-old company is yet to make any profit. While it did not announce shutting down Vine at the earnings call, the announcement followed within hours. Soon after, Vine s founder, Rus Yusupo, posted a tweet against the decision.

As social media mourned the loss of the short-lived, short-video app, adult website Pornhub was quick to come to the app s rescue. In a subtle jab at Twitter, Pornhub VP Corey Price wrote to Twitter CEO Jack Dorsey, saying , We figure since Twitter has dropped (Vine) and is having significant layoffs, that you and your stakeholders could benefit from a cash infusion from the sale of Vine. Not to mention we would be saving Vine gems like ‘Damn Daniel,’ ‘Awkward Puppets’ and many more.” The adult website further promises that it will restore Vine to its NSFW glory saying that clips of six-second duration is more than enough time for most people to enjoy themselves, CNET reports. ALSO READ: Google, Apple, Walt Disney out of Twitter takeover bids

Meanwhile, an analyst at tech consultancy IHS Markit, Ian Fogg says, Twitter was all about setting a constraint on communication — 140 characters — and with Vine it tried to do the same to video. He added, “The problem is that Vine didn’t keep pace with the innovation from Snapchat, Facebook and other players in the market.”

Social media is increasingly focusing on moving pictures or videos than text or stills. Given the demand and popularity of short videos, services like Snapchat, Instagram, and Facebook have also moved to videos. But given the recent shift in Twitter s business strategy, Vine did not quite fit in right. With users having moved on to better services like Snapchat and Instagram which offered long duration clips, Vine has come to a stagnation point where even early stars of the service moved away for better monetization opportunities. ALSO READ: Twitter lets its users choose this year s Diwali emoji

If you are one of the Vine fans, here are some popular Vines to help you deal with the sad demise of the six-second-wonder:

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  • Published Date: October 28, 2016 2:32 PM IST
  • Updated Date: October 28, 2016 2:34 PM IST



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