In another move to boost Twitter’s revenue, CEO Elon Musk has now announced that starting in May, users will be able to avoid media subscriptions by paying on a per-article basis instead. Musk seems to believe that the upcoming feature is a “win-win” for both Media organisations and their readers, as readers who only occasionally want access to a specific article will spend less and media organisations can charge a higher per-article price.
That said, the announcement is quite vague at the moment and we have no idea what Twitter is going to charge from the media organisations as its cut, or what rules will they have to follow in order to monetise their content.
Another thing that’s up in the air is the actual release timeline for the feature. As we’ve seen with the botched Twitter Blue subscription relaunch and several other rocky feature launches, including all the different verification signs on the platform, “next month” is going to be the absolute best-case scenario.
However, considering just how extreme Musk’s measures have been to make more and more revenue out of Twitter, there’s a good chance he might take this up urgently, especially considering Twitter is poised to make a profit from the feature. With creators on the platform now having the ability to post 10,000-word tweets and hour-long videos, this per-article monetisation can play well with creator subscriptions on the platform.
According to The Information, Musk has put a $20 billion value on Twitter, less than half of the $44 billion he paid in 2022 to buy the platform. The move to not take any share from creator earnings for the next 12 months or charging for Twitter API access were also big gambles in hopes of making every possible dollar of revenue possible from Twitter.
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