twitter teases its upcoming ‘premium’ service, which it plans to release globally
Will Users Pay for a Premium Twitter Experience?
The possibility of a paid, enhanced Twitter is nearing reality as the platform prepares to launch a new subscription service. This service will provide access to an expanded range of features, exclusively for paying members. This differs from the previously announced Super Follow plans, which focus on direct subscriptions to individual content creators.
Targeting Power Users
Instead, this new subscription is designed for Twitter’s most active users. Those who tweet frequently and heavily engage with the platform may be willing to pay for additional functionality. Twitter has been signaling this shift for some time.
In February, Twitter informed Bloomberg of its intention to “research and experiment” with revenue diversification beyond advertising, starting in 2021. Currently, Twitter ads generate 85% of the company’s revenue.
Exploring New Revenue Streams
However, the company has experienced periods of stagnant or slow user growth. This has prompted exploration of methods to increase revenue from its existing user base. Bloomberg was told that these plans “may include subscriptions” and access to “unique features” for both businesses and individuals.
Further confirmation came during Twitter’s Analyst Day, where the company stated it would “experiment with subscriptions.” The Twitter Investor Relations account then announced in March that “subscription products” would be tested publicly.
Details Emerge Through Research
While official details were initially limited, app researcher Jane Manchun Wong revealed key information earlier this month. She uncovered the existence of a premium subscription, tentatively named “Twitter Blue,” priced at $2.99 per month.
This subscription would include features like bookmark collections and the Undo Tweets function, which Twitter had previously acknowledged was under development.
When contacted by The Verge for comment, Twitter declined to confirm these details.
Official Confirmation at J.P. Morgan Conference
At the J.P. Morgan Global Technology, Media, and Communications conference, Twitter provided a clearer picture. CFO Ned Segal explained that the new “premium service” would be targeted at users who are willing to pay for access.
Segal clarified that this premium offering is one of two subscription models in development, alongside the Super Follows program.
A Shift from Experimentation to Implementation
The tone surrounding the premium service has evolved. Previously, Twitter framed the initiative as an “experiment” to gauge demand. Now, Segal indicated a clear plan to “ultimately roll it out to people around the world” after a period of testing.
This represents a significant shift from simply exploring possibilities to actively implementing a new revenue stream.
Enhancing, Not Replacing, the Existing Service
Twitter assures users that the core, free version of the platform will remain unchanged. The premium service will offer additional features “on top of” ongoing improvements to the free experience.
The company has already conducted extensive research, including user surveys in 2020, to identify desired features. The Undo Tweet option proved to be particularly popular.
Looking Ahead
While much of the information was already circulating through leaks and assumptions, the official confirmation provides clarity. Twitter aims to create a sustainable business model that benefits both the company and its users.
The crucial question now is whether Twitter’s user base will embrace the subscription model and be willing to pay for enhanced features.
As Segal stated, “We want to make sure that we have a durable business for our benefit, but also for the benefit of people who use the service.”