Digg.com's Influence Increasing - How Long Can It Remain Independent?
I went back a couple of months to see how yesterday’s “Digg Effect” compared to previous times I’d been digged, and the Digg Effect has increased by 50% in the last month. I know that some may question the quality of traffic sent by Digg, as there are a lot of ‘Serial Diggers‘ out there, but there is no disputing the sheer magnitude of the effect and the growth of Digg.I wonder who is going to buy Digg out? There is no way these guys are going to stay independent for much longer and at the rate they are obviously growing they need a big partner. The $2.8m they raised in VC funding back in October led by Omidyar networks and Greylock partners isn’t going to last for long at Digg’s rate of growth.
My money is on Google buying the company as I think Digg sits well with their brand ethos. Digg would have made a good acquisition for Yahoo! as well, but they’ve already splashed out the cash on Del.icio.us. I think Microsoft are too clean-cut to be able to sanction buying Digg.
Whoever buys Digg, is going to have a tough job on their hands keeping Digg’s userbase happy by not placing too many controls on comments. A mass user revolt, similar to the one threatened at Flickr is the last thing any potential buyer wants.
What do you think? Do you think Digg will remain independent in 2006?
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How about AOL?