For all the controversy surrounding his purchase of Twitter, Elon Musk has at least one thing right: Twitter really is “like open-sourcing the news”.
controversy surrounding his purchase of Twitter, Elon Musk has at least one thing right: Twitter really is “like open-sourcing the news”.
The history of Twitter in its second biggest market shows his instinct here is likely correct. Little attention has been paid internationally to the impact of Musk’s purchase in Japan, but in 2021 the country contributed around 13% of revenue, nearly as a much on a per-capita basis as the US. It was the only nation apart from the US that the firm broke out separately in its annual report, with sales growing 23% from the previous year.
There’s one simple reason why Twitter grew to be so popular in the country — it’s a lifeline in times of calamity, and Japan is beset by natural disasters more often than most. Twitter found its feet after the triple catastrophes of March 2011 — earthquake, tsunami and subsequent nuclear meltdown — when traditional lines of communication broke down in the face of the largest temblor the nation has ever experienced.
It was among the earliest examples of Twitter’s public value — indeed, of social networking in general. The company, which had only just set up its Japanese office that month, became universal. Japanese users still flock to the site when an earthquake, such as the 7.3 magnitude one in March, hits, sharing information in real time about the damage far faster than traditional media organisations could ever manage.It’s far from the only example of Twitter’s vital function in times of disaster.
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