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Why Twitter is looking at subscriptions as new revenue model?

by George Mensah
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Twitter is one of the most famous social media networks and by way of a ways the largest microblogging carrier out there. The tech company’s present day sources of income consist of advertising and marketing – which grosses up to 84-percent (per ultimate quarter reports) – the relaxation of the earnings coming from statistics licensing. With the advertising and marketing commercial enterprise taking a predominant hit in the ongoing pandemic, Twitter is mulling new methods of accumulating income from its person base, along with by way of the capacity of a subscription model.

Days after Twitter was once victim to a “coordinated social engineering attack,” CEO Jack Dorsey stated the company’s quarter two profits that confirmed a extensive dip in commercial income in spite of a 34-percent enlarge in the variety of common monetizable each day customers (mDAU) at the identical factor closing year. The platform suggested marketing income of $562 million, a 23-percent decline in contrast to the 2nd quarter a yr earlier. The plunge in profits is attributed to coronavirus pandemic and severa agencies pausing social media advertising, in response to civil unrest in the US, now not solely on Twitter however on Facebook and LinkedIn as well.

In the buyers name held to talk about Twitter’s 2d quarter report, Dorsey cautioned that given the declining vogue in advertising and marketing revenue, the platform is thinking about extra methods of incomes revenue. Dorsey knowledgeable that Twitter will be carrying out some assessments this 12 months as it considers subscriptions to diversify sources of revenue.

He went on to verify that Twitter is in ‘very, very early section of exploring’ extra possible income merchandise that complement the company’s modern-day advertising and marketing business, which might also consist of subscription and different ways. Dorsey then again clarified “it is very early; we do now not anticipate any income in opposition to these in 2020.”


This is no longer for the first time we have discovered about Twitter’s intention of thinking about a “subscription model”. In 2017, the organization used to be discussing the thought of inclusive of subscription carrier to TweetDeck (dashboard app for administration of Twitter accounts). It lower back then ran a survey asking customers if they would select to pay a positive quantity to get right of entry to the superior model of TweetDeck. There was once no doubt that the microblogging platform would nonetheless stay free and reachable to all earnings segments.

Earlier this month Twitter hinted strongly that it has begun working on a subscription-based platform, which ought to assist with the company’s income issues. This used to be printed thru a Twitter job publish for hiring net engineers to work on a “subscription-based platform.” The put up cited that the folks will be section of the crew codenamed Gryphon, working intently with Twitter.com and the Twitter price to construct the platform “that can be reused through different groups in the future.”

The profession posting had traders excited about the new income stream. This was once translated into the company’s shares scaling via 12-percent in a single day. Since that day via the buyers call, Twitter has in no structure given some thing about what the subscription-based platform will offer, nor has there been some thing authentic about when such a mannequin will be reachable or what the related prices would be.

It is then again clear, excessive dependence on the notably declining advert profits is a primary aspect why Twitter is thinking about the paid model for extra revenue. When the business enterprise is desperately searching for new sources to get again to profitability – the subscription mannequin is the exceptional way forward.


Whenever the query of Twitter thinking about subscriptions comes up, you can’t assist however suppose – will we now have to pay to use the platform? Probably the reply is NO. Twitter has been a platform designed for speedy accesses of world happenings, direct and private discussions, which humans from all earnings agencies are phase of. A paywall for all would be past the company’s core commercial enterprise value.

Twitter has usually believed that its product have to stay on hand to all and sundry in the world irrespective of their monetary status. Yet, venturing into subscriptions is a exact thinking due to the fact it may assist Twitter overcome the uncertainties of the marketing market, which has viewed a sizeable decline in spending, specifically due to the fact of the size of the international pandemic.

Since the commencing of 2020, advert income has no longer been very excellent for Twitter. Closing the first half of of the 12 months with a quarterly droop of 23 percentage is no longer in want of the organisation whose CEO is underneath steady stress from traders to develop mDAUs and scale revenue. Twitter is now not the solely sufferer of falling advertising and marketing revenue – there has been a brisk and full-size decline in international advert spending due to the coronavirus pandemic and all structures have fallen victim.

eMarketer that estimates Google’s advert income is anticipating the search engine large to report up to 5-percent decline in income – for the first time ever – by means of the cease of 2020. There is no doubt the COVID-19 pandemic is in the back of this ancient drop. Facebook on the different hand is allegedly headed for up to 5-percent decline in advert income as well. For the social media large with a large portfolio of web sites and apps, this hit is specifically due to the fact of the social unrest in the US, whereby the largest organizations have joined the advertising and marketing boycott of Facebook.

From Twitter’s perspective, a subscription mannequin have to create ample income to compensate for the downward style in advert income – besides developing a type divide in the person base. Thus, the enterprise is left will a lot to think.

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A paid model for electricity customers by myself would no longer accumulate the income Twitter would want, so what consumer populace must be the target? Also, what the platform would provide to the paying customers is very tricky. Just an ad-free trip and perhaps the Tweet modifying choice is no longer going to win the game. How is this going to assist curb harassment and hate speech on the platform so even human beings except subscription don’t have a poisonous journey is additionally some thing Twitter will have to consider.

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