Twitter tested the idea of user “tips” in the past with its soon-to-be defunct live video service Periscope, and it’s become a popular business model for companies hoping to help creators make money from their fans or followers. Some possibilities for this kind of recurring revenue have emerged based on user surveys, executive comments or past product moves. “While we’re excited about this potential, it’s important to note we are still in very early exploration and we do not expect any meaningful revenue attributable to these opportunities in 2021.” “Increasing revenue durability is our top company objective,” Bruce Falck, Twitter’s head of revenue products, said in a statement, adding that this “may include” subscriptions. For the fourth quarter, analysts project revenue rose 18% from a year earlier to $1.19 billion, with profit estimated to come in at 30 cents a share, according to data complied by Bloomberg. It has mentioned the idea of subscriptions on the past two quarterly calls - but the company has historically been slow in making product decisions.
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The San Francisco-based company may update investors on its thinking when it reports earnings on Tuesday. 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. 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.
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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. The company’s user base in the U.S., its most valuable market, has also started to plateau, meaning it can’t rely on simply adding users to juice revenue. Twitter, the thinking goes, would benefit from a separate revenue stream that isn’t as reliant on brand advertising. and Snap Inc., and Twitter’s slice of the digital ad market globally remains at at a lackluster 0.8%, according to EMarketer. That business has grown in recent years at a slower pace than competitors like Facebook Inc. The majority of Twitter’s revenue comes from targeted advertising, which serves up promoted posts aimed at specific groups of users. 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.
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