It’s the largest bump since Elon Musk purchased Twitter in 2022.
Elon Musk’s social platform X, formerly known as Twitter, has announced a significant price increase for its ad-free Premium+ subscription service. The monthly cost is jumping from $16 to $22, while the annual subscription price climbs from $168 to $229—a staggering 37.5% hike. This marks the steepest increase since Musk acquired the platform in 2022. But what’s behind this sharp uptick, and what does it mean for subscribers?
What’s New with Premium+?
The standout justification for the price surge is that Premium+ is now “completely ads-free.” Unlike the earlier version of the subscription tier, where ads were limited but still present in certain areas (like profiles, replies, and the Explore tab), X claims that this enhanced experience eliminates ads entirely. According to X, this represents a “significant enhancement” to the product’s value.
In addition to the ad-free promise, X is sweetening the deal with several other perks. Premium+ subscribers will now have access to:
- Higher Priority Support: Subscribers can expect faster assistance from @Premium, the platform’s dedicated customer support team.
- Advanced Features: This includes tools like X’s “Radar” advanced search functionality.
- Enhanced AI Access: Premium+ users will have higher usage limits for Grok, X’s cutting-edge AI model.
- Revenue Sharing for Creators: X also announced that a greater share of subscription revenue would be distributed to creators, potentially fostering more engaging content on the platform.
Global Price Adjustments and Timeline
The price hike isn’t limited to the U.S. Premium+ subscribers in Europe, the UK, Canada, and Australia will also see similar increases. However, existing monthly subscribers will retain their current pricing until January 20, 2024. Other subscription tiers, including Basic and Premium, will remain unaffected by this change—for now.
A Rocky History for Premium+
X first launched its Premium+ tier in October 2023, advertising it as a way to enjoy an ad-free experience on both the “For You” and “Following” timelines. However, users quickly discovered that ads still appeared in other areas, including profiles and replies. In August 2024, X rolled out an update to address these complaints, stating that “occasional branded content” might still appear in less prominent spaces. The latest announcement suggests that even these rare ads have been eradicated, delivering on the platform’s promise of a truly ad-free experience.
The Bigger Picture: Challenges and Opportunities
The timing of this price increase is noteworthy. Recent reports suggest that X has lost 2.7 million active users over the past two months, with many flocking to rival platforms like Bluesky, which gained a comparable number of users during the same period. This user exodus likely translates to a decline in advertising revenue, a cornerstone of X’s business model.
By increasing subscription prices, X may be aiming to offset these losses. The move also underscores Musk’s strategy of relying more heavily on subscriptions rather than ad revenue to sustain the platform. While this approach could stabilize revenue streams, it’s not without risks. Higher subscription costs may deter some users from upgrading to Premium+ or retaining their current plans, especially given the competitive landscape of social media platforms.
Is Premium+ Worth It?
For avid users who value a completely ads-free experience, Premium+ might be a compelling option despite the price hike. The addition of advanced tools, enhanced AI capabilities, and better customer support adds layers of value to the subscription. However, casual users may find it hard to justify the steep monthly or annual costs, especially when other tiers and rival platforms offer similar features at lower prices.
Final Thoughts
X’s decision to hike Premium+ prices marks a bold move in a period of uncertainty for the platform. By doubling down on its subscription offerings and promising a truly ad-free experience, X is betting on the loyalty of its core user base to sustain growth. Whether this gamble pays off remains to be seen, especially as competitors like Bluesky continue to gain traction.
As the platform evolves, one thing is clear: X is striving to redefine its value proposition under Musk’s leadership. Whether these changes will resonate with its users or push them further away is a question that only time will answer.
