Vine has been struggling for some time, so Thursday’s move is surprising but not unbelievable. The app was never a revenue driver for the company, and it was no longer growing.
The announcement was devoid of any explanations about what led to the decision, only stating that Twitter would share more news on its blog and via its official Twitter account in the future regarding what comes next.
While the plan is to wind down Vine’s operations, Twitter also says the website will remain online because the company thinks “it’s important to still be able to watch all the incredible Vines that have been made.”
However, it’s unclear at this time how long the site will live on, given Twitter’s plans.
Either way, Vine will soon shut down. The company says that users will be able to download their Vine videos before that happens, but there has been no specific timetable announced. Vine general manager Hannah Davis, who just joined the company this spring, will stay on to oversee the transition, according to a spokesperson.
In recent days, Twitter has been focusing more on its Periscope product and live streaming, rather than the short looping video service Vine, which is home now to a number of creators. It even integrated live streaming into the service, offering to alert users when someone you follow goes live. It has also focused heavily on live TV, via partnerships to stream televised content with organizations like the NFL, Bloomberg, and others.