Twitter Blue, the social network’s paid offering launched last November, seems to be struggling to convince. According to the specialized media Mashable, about 54%, or more than half, of the first subscribers to this service have already canceled their subscription.
This represents 81,843 of the approximately 150,000 users who signed up almost immediately in November. This number of the first 150,000 users had been revealed by the Washington Post in mid november.
An abnormally low rate
According to the Recurly Research company, which published a study on the subject, such a quit rate is abnormally high for a social network. Illustrated in English with the term “churn”, it is the rate that represents the number of subscriptions that are unsubscribed from a payment service offered by a company. For Twitter, it’s Twitter Blue that’s involved.
As a general rule, this rate is around 5% for a healthy company. In concrete terms, over the course of a year, approximately 5% of users unsubscribe from a service.
However, this rate does not take into account certain parameters, such as the fact that some subscribers temporarily unsubscribe and then leave (as we might do on Netflix, for example). Also, in early May it was revealed that Twitter continued to provide Twitter Blue even to subscribers who tried to get rid of it and stopped payments altogether. However, even if these criteria were taken into account, the gap between Twitter’s 5% and 54% cannot be closed.
As a reminder, Twitter Blue is a paid service, launched by Elon Musk, which allows users certain advantages on the social network, such as a button that allows them to modify their tweets, the possibility of writing longer ones or even a highlighting by the algorithm. . . At the end of April, the service had only around 640,000 subscribers, for just over 500 million active accounts.
Source: BFM TV
