Myspace’s Relaunch: An Anti-Algorithmic Approach
Myspace aims to offer a feed without an algorithm. Brussels is set to make this mandatory with its regulations.
Tim and Chris Vanderhook, owners of Myspace through their company Viant Technology, have announced a relaunch focused on the platform’s earlier features. This includes Top 8 friends, profile songs, and a chronological feed, free from algorithmic optimization. While they haven’t set a launch date, they face challenges due to recent regulatory pressures.
The Challenges of Relaunching in a Regulated Environment
The European Commission is investigating Meta for addictive design practices targeting children, leading to proposed changes like disabling autoplay and infinite scroll by default on Facebook and Instagram in Europe. This means that any platform offering a non-algorithmic feed would need to comply with these regulations, diminishing its competitive edge.
Meta has also faced penalties for failing to prevent under-13s from using its platforms, reflecting a broader push for age restrictions. Bluesky and Attie, other platforms focusing on chronological feeds, are already making strides in this area, posing competition for Myspace’s proposed relaunch.
Targeting a New Generation
The primary target audience for Myspace’s revival is Gen Z and Gen Alpha, who lack nostalgic connections to the original platform and are subject to tighter restrictions. Europe’s shift towards age limits on social media complicates any strategy aimed at these younger demographics.
Myspace’s success in its early years (2003-2008) was marked by high traffic, peaking at roughly 115 million monthly visitors. However, Facebook surpassed it globally in 2008 and in US unique visitors in 2009, leading to a significant user exodus in 2010.