Advertising is not giving Twitter the desired performance so that it can grow at a good pace, so from the bluebird platform they are looking for formulas that allow them to have a recurring and stable income that allows them to reduce their dependence on advertising.
Twitter considers subscription-based options to reduce its dependence on advertising
To have a better understanding of the situation, Twitter’s advertising business has had a slower growth compared to rivals such as Snapchat or Facebook Inc, according to EMarketer, where Twitter does not even reach 1% of the global online advertising market.
This is not the first time we have talked about it, but now comes a new report from Bloomberg highlighting some of the possibilities currently being considered for integration under a subscription model, according to sources close to the company, who wished to remain anonymous.
Among the possible options is one that would be codenamed “Rogue One”, of which nothing more is known. Also on the table is the possibility of being able to pay other users to access exclusive content, which could be implemented in different ways.
On the table, there is also the idea of offering an ad-free feed, although this option entails risks for the company’s advertising business, although charging for the use of TweetDeck, for higher quality videos, for more advanced analytical metrics, or even for new account customization options are also on the table.
Along the way, user account verification, which allows certain users to stand out across the platform, is ruled out, although it is not known at the moment if the company plans to establish any type of charge for future verification of company accounts.
According to Bruce Falck, Twitter’s chief financial officer, the company is looking for permanent revenue options over time, thus reducing dependence on the ups and downs of the advertising market, and the current considerations are part of early exploration, without having determined the way forward for the moment, and in any case, will not represent significant revenue for the current year.
It so happens that this news comes just days after the acquisition of the Revue newsletters platform, although the company’s plans are unknown for the time being. Still, at some point, it did consider paid newsletters, and even tested tips for users through Periscope, which will soon cease to exist.