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Twitter ( TWTR ) got a price-target cut Thursday from investment bank Morgan Stanley, citing falling user engagement and shrinking user growth at the social media site. Unlike its chief rival Facebook ( FB ), Twitter has yet to “break into the mass market,” wrote Morgan Stanley analyst Brian Nowak in an industry note Thursday. Remaining a niche service “makes us wary of Twitter’s addressable audience, and the question marks around the company’s ability to drive future user growth appear unlikely to go away in the near term,” he said. Nowak lowered his price target on Twitter stock to 16 from 18. Twitter stock was down a fraction in afternoon trading in the stock market today , near 17, but that was up 24% from its all-time low of 13.91 brushed on Feb 12. Morgan Stanley also trimmed its projections for Twitter’s user growth. Twitter will end this year with 307.1 million global users, the investment bank now says, down from its original projection of 310.6 million. The amount of time each user spends on the site is also declining, Nowak said, with those lower engagement levels “holding back revenue growth.” In Q4, Twitter’s U.S. mobile users averaged just 2.7 minutes daily on the site, said Nowak, compared to 40.5 mobile minutes for music streaming service Pandora Media ( P ), 30.3 minutes for Facebook and 8 minutes for YouTube, owned by Alphabet ( GOOGL ) subsidiary Google. That’s based on research from ComScore and Morgan Stanley. This year’s new users are expected to come mainly in the second half of the year, with major news events including the U.S. presidential election, the Rio Summer Olympics and the company’s recently announced deal with the NFL. Twitter reportedly beat out Facebook, Alphabet, Amazon.com ( AMZN ), Verizon Communications ( VZ ) and Yahoo ( YHOO ) to capture digital rights to the NFL’s Thursday Night Football. It’s a high-profile foray into live programming for Twitter and for the NFL, which in the past has only streamed selected games. “An inability for these events to deliver would likely mean even more downside to our monthly active user estimates,” Nowak wrote. Scalper1 News
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