Short-term activity contracted sharply week-over-week across usage, creation, and engagement. After a brief early-November acquisition spike, WAU has retraced to the low single digits, content supply fell to near-zero, and views declined to hundreds from thousands in Sep–Oct. Near-term health depends on restoring content supply and converting the recent cohort of new users into weekly actives.
Period basis: week (WAU)
Lookback: 52 weeks
Week ending: 2025-11-16
Metric | Current | Previous | WoW % | 4W Avg | 12W Avg |
|---|---|---|---|---|---|
WAU (active_users) | 4 | 10 | -60.0% | ~7.0 | ~8.6 |
New users | 25 | 42 | -40.5% | ~30.0 | ~13.3 |
Newsletter sends | 6 | 17 | -64.7% | — | — |
Notes:
Despite the WoW drop, new-user acquisition remains well above the 12-week average (~30 vs ~13), pointing to recent acquisition campaigns (e.g., newsletters) still lifting top-of-funnel.
WAU continues to drift down (4W avg ~7 vs 12W avg ~8.6), indicating activation/retention is not keeping pace with acquisition.
WAU has been consistently low (single digits to teens), peaking around late August (~18). The past month shows a clear downshift to mid/low single digits, culminating at 4 this week.
New users surged in late Oct–early Nov (48 → 42) and remain elevated vs historical baselines, though they declined to 25 this week. The recent acquisition lift hasn’t translated into sustained WAU.
Metric | Current | Previous | WoW % |
|---|---|---|---|
Assets created | 0 | 14 | -100.0% |
Public assets | 0 | 11 | -100.0% |
Private assets | 0 | 3 | -100.0% |
Monetized assets | 0 | 0 | 0.0% |
Views | 623 | 839 | -25.7% |
Comments | 3 | 7 | -57.1% |
Reactions | 1 | 3 | -66.7% |
Additional context:
Views 12-week average was ~5,016; this week’s 623 is ~88% below that pace, reflecting both lower content supply and weaker distribution.
Engagement (comments, reactions) remains small in absolute terms and declined alongside views.
Content creation shows a spiky pattern: large bursts in Aug–Oct (including multiple 600–1,000+ weeks) followed by a sharp pullback. The latest week fell to 0, suggesting supply-side disruption (paused imports, creator inactivity, or process failures).
Consumption mirrored supply and distribution: sustained highs in Sep–Oct (5k–10k weekly) gave way to a rapid decline since late Oct. Recent weeks stabilized in the hundreds, well below the 12-week average.
Engagement events remain volatile and low-volume, with brief spikes during higher-traffic weeks. The latest week declined alongside views and assets.
Acquisition up, activation down: Early-November user acquisition spiked (newsletter sends 19 → 17; new users 48 → 42), but WAU is falling (10 → 4). Hypothesis: onboarding or early-value discovery is weak. Action: instrument and test first-session flows, prompt-to-follow/subscribe, and immediate content recommendations; track D1/D7 activation.
Supply-side disruption likely: Assets fell to 0 this week after a long run of spiky supply. Hypothesis: ingestion/import jobs paused or creator pipeline stalled. Action: audit ingestion processes and creator schedules; establish alerts for supply dips; diversify sources to smooth volatility.
Distribution decay: Views are ~88% below the 12-week average. Hypothesis: reduced newsletter cadence (17 → 6), weaker external referrals, or down-ranked placements. Action: restore consistent sends, cross-post highlights, and test subject-line/thumbnail variants; re-seed top-performing assets.
Engagement ceiling: Comments and reactions remain sparse, suggesting low interaction intensity even when views were high. Action: add lightweight reactions, end-of-asset prompts, and creator replies to bootstrap threads; surface social proof (“most discussed this week”) to encourage participation.
If helpful, I can break down activation metrics (e.g., WAU/new-user cohort activation by week) or content-level performance drivers (views-to-engagement rates by asset category) next.
On this page