As the revenue generated through the advertising model lowered, the well-known micro-blogging site Twitter introduced Twitter Blue as a premium membership service to diversify its revenue streams. According to statistics from mobile app analytics company Sensor Tower, Twitter Blue has only generated $11 million in mobile subscriptions since its debut three months ago.
It is unclear how many people have signed up for yearly or monthly memberships. However, the fact that Twitter Blue could only generate $11 million is hitting the hit. The statistics only pertain to the 20 markets where Twitter Blue was introduced before this week, and the service was just yesterday made available internationally by Twitter.
Due to Twitter’s frequent changes, frantic gaffes, and dangers to general brand safety, marketers have also been reluctant to recommit to the platform. This is due in part to the wider downturn, which has decreased marketing expenditure. It is still unknown how much income has increased as a consequence of Twitter’s attempts to mend some of those connections, particularly through agreements with ad tech firms DoubleVerify and Integral Ad Science (IAS).
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According to Sensor Tower, Twitter Blue’s current subscription number could not be recurring, and it’s expected that yearly subscriptions will make up a “small” percentage of the $11 million. Users of social media are often less likely to spend $100+ in a single transaction than $11 over some time to test out the service and decide whether they like using it.
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Notwithstanding these difficulties, Twitter Blue’s goal has shifted under the leadership of CEO Elon Musk, who aims to revamp the business’s income strategy. As a service for power users, Blue was initially introduced in a few locations in 2021. Its benefits included bookmarking, the ability to “redo” a tweet, ad-free reading of news items, and early access to trials through Twitter Labs. The features feel more essential to the typical Twitter experience under Musk, though. Blue users may edit tweets, post longer videos, have a “reader” view for lengthy discussions, and more in addition to badges. 50 percent less advertising and more user exposure are further claims made by Twitter.
Twitter Blue subscriptions cost $8 per month for the web version and $11 per month for iOS and Android versions. In the first month after Twitter Blue rolled out in December, mobile Twitter users in the US spent close to $1.8 million for subscriptions to Twitter Blue, indicating that the service attracted over 160,000 mobile users nationwide during that period.
Twitter Blue has garnered $11 million in mobile subscription charges since its launch three months ago, but its long-term revenue potential is yet undetermined. Even while it provides a wide variety of benefits and features that attract both power users and ordinary Twitter users, Twitter must work more to boost sales in its strongest regions.
