Doubts and delays: what the reports on X’s traffic slowdown mean for publishers in North America

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Twitter has reportedly slowed access to certain web pages after criticism directed at its owner, Elon Musk, drawing comparisons to how other social platforms handle controversial content. An analysis by The Washington Post indicated that a five‑second delay now applies when users click on links to these sites.

Among the affected sites are major rivals and well-known media brands, including Facebook and Instagram, as well as Blue Sky and Stack, alongside outlets such as The New York Times and Reuters. The report suggests these entities have been targets of alleged enforcement actions linked to Musk’s leadership.

Historically, Twitter functioned as a public square where people could exchange views. This digital forum also served as a channel for numerous brands and media to establish a presence, guiding traffic to their own sites and generating revenue from visits. The slowdown in traffic threatens this model, since even a brief delay can deter many users. Most pages typically load in under a second, making the extra wait noticeable and potentially discouraging.

Doubts about the blockade

The evidence published so far does not prove that Musk’s decisions are directly harming rivals and media outlets, though concerns remain. Neither Musk nor X has issued an official statement. A spokesperson for The New York Times emphasized concern about selective pressure on news organizations for unclear reasons, while a source from the publication warned that the delay could reduce traffic to its pages. The Washington Post noted similar implications for readers and publishers who rely on the platform for referrals.

Reports indicate the slowdown began on August 4, as a user on a technology-focused forum first highlighted the issue. On that day, a noted commentator associated with discussions on free expression urged a large following to reevaluate how certain outlets report on political debates in South Africa, the country of Musk’s birth. Musk himself has publicly criticized The New York Times with characterizations that included strong language about coverage and editorial stance.

The Washington Post adds that X may take steps to mitigate the slowdown and restore access to the affected sites, with indications that relief could begin to appear within a few hours after the analysis was published. Observers caution that the situation remains fluid and that the full impact on traffic, revenue, and publisher strategy is still being assessed by industry watchers and the platforms involved.

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