Science

After Twitter Blue, Elon Musk announces a new subscription to the social network without ads.

The social media world had already taken a bad turn at the “Twitter Blue” subscription, introduced last November by Elon Musk, before it was put on hold due to numerous controversies. This first subscription, relaunched in December, lets you earn a blue certification badge. On Saturday, January 21, the network boss announced in a series of tweets about “a new, more expensive subscription that will no longer have ads.”

The implementation of these subscriptions illustrates the changing economic model of Twitter. Until now, the platform has relied on targeted ads to generate revenue. According to Elon Musk, this new ad-free subscription will be part of a larger strategy to redefine their presence on the social network. “Advertising is too frequent and too large. We will act in accordance with these two parameters in the coming weeks,” he said.

Change of model in the face of economic difficulties

The social network has been in serious economic trouble since its takeover by the Tesla and SpaceX boss in late October. The sweeping decisions by one of the world’s most notorious and controversial entrepreneurs have indeed scared off a significant portion of the mainstream advertisers, terrified by the return to the platform of people who were initially banned for racist or conspiracy theories.

At the end of December, Elon Musk estimated that the social network could reach about $3 billion in turnover this year, which corresponds to a 41% reduction compared to 2021. As a result, the company almost quit in November. half of the 7500 employees.

So the multi-billionaire is counting on Twitter Blue’s subscription formula ($8 to $11 per month depending on subscription method), as well as this new, more expensive subscription, to make up for the advertisers’ flight and avoid cuts in payments.

Elon Musk is also looking for his successor at the helm of the network (for about a month), after a survey he himself launched showed that 57% of the roughly 17 million participating users would like him to leave the company’s direction. .

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