When Twitter Blue first became available in the United States last autumn, the company promoted ad-free content as one of the key reasons to enrol. Twitter appears to be discontinuing the service a little more than a year later. According to sources, Twitter Blue members will no longer be able to view ad-free articles from publishers.
It is unclear when Twitter intends to execute the adjustment. However, given recent reports that the company’s new owner, Elon Musk, plans to raise the price of Twitter Blue as soon as November 7th, it’s probable that it will happen sooner rather than later. It also appears to be one of a number of adjustments Musk wishes to make to the service.
The removal of ad-free content from the service is unlikely to have an impact on publishers. According to the Journal, the initiative never attracted enough customers to make a significant impact in their earnings. It is possible that this will make Twitter Blue less appealing to individuals who currently pay for the service. Before completing his takeover, Musk stated that his goal was to enhance the service so that Twitter could minimise its dependency on ads. Without knowing more, it’s difficult to understand how reducing functionality from Twitter Blue while increasing the price can achieve that purpose.