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Mr Z
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Medial • 3h
The riskiest pivot in social media history: Launching paid subscriptions while every other platform depended on ads. But Elon saw something no one else did... 15 months later, X Premium's results are remarkable. Everyone needs to understand why it worked : In 2021, Twitter launched Twitter Blue for $2.99/month, offering features like undoing tweets and bookmark folders. Initially criticized, it gained momentum after Elon Musk acquired Twitter in 2022. With ad revenue falling, Musk rebranded it as X Premium and introduced stricter rules, tiered pricing, and better features. By 2024, X Premium generated $200M in revenue with three tiers: Basic ($3), Premium ($8), and Premium+ ($16). Subscribers benefit from fewer ads, longer posts, and better engagement. This marks a shift in social media: platforms prioritizing users over advertisers. By fostering authentic connections and supporting creators, X is creating a high-quality space where stronger user engagement thrive.
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