The user experience is unbearable! Disney CEO talks about why he didn't acquire Twitter

Twitter is the world's number one social media platform and is worth a lot of money. But Disney actually considered acquiring Twitter, but unfortunately canceled the negotiation at the 11th hour because Disney CEO Bob Iger had some special concerns.

According to The New York Times, Iger wrote in his new book that Disney originally wanted to acquire Twitter to help "modernize distribution." However, Iger called Twitter CEO Jack Dorsey at the last minute to tell him that the deal was off, which surprised the latter.

Iger said that Twitter was involved in troubles that Disney could not digest, and he personally felt that Twitter's user experience was not pleasant at all for him.

"This is bigger trouble than I thought, bigger than I thought Disney was responsible for. This is about Disney's brand, and the impact of technology on society as a whole. The filth on Twitter is extraordinary, like I follow 15, 20 different threads, refreshing my news list."

"And then all of a sudden you look at your notification bar and you're like, why am I doing this? Why am I enduring this pain? Like a lot of these platforms, they have the ability to do a lot of good for our world, but they also have the ability to do a lot of bad, and I don't want Disney to have that responsibility."

Although he gave up Twitter, Iger still led four large-scale acquisitions at Disney, including Pixar, Marvel, Lucasfilm behind Star Wars, and Fox.