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February 8, 2021 04:05 pm

Twitter Considers Subscription Fee for Tweetdeck, Unique Content

Twitter is building a subscription product as a way to ease its dependence on advertising -- a plan the social network has considered for years, and one that has taken on a heightened priority given the pandemic and pressure from activist investors to accelerate growth. From a report: The majority of Twitter's revenue comes from targeted advertising, which serves up promoted posts aimed at specific groups of users. That business has grown in recent years at a slower pace than competitors like Facebook and Snap, and Twitter's slice of the digital ad market globally remains at at a lackluster 0.8%, according to EMarketer. To explore potential options outside ad sales, a number of Twitter teams are researching subscription offerings, including one using the code name "Rogue One," according to people familiar with the effort. At least one idea being considered is related to "tipping," or the ability for users to pay the people they follow for exclusive content, said the people, who asked not to be named because the discussions are internal. Other possible ways to generate recurring revenue include charging for the use of services like Tweetdeck or advanced user features like "undo send" or profile-customization options. Subscriptions have always offered a tantalizing alternative to advertising, but social networks have traditionally stayed free as a way to encourage user growth and engagement, which is then subsidized with paid marketing posts. Still, Twitter Chief Financial Officer Ned Segal said on a call with investors last year that a subscription option of some kind would offer sales "durability," and recurring revenue is more consistent than advertising spending. Segal cautioned in July that Twitter was not only "very, very early" in exploring a subscription service, but also planned to be picky about how it goes forward. "We have a really high bar for when we would ask consumers to pay for aspects of Twitter," he said.

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