Twitter to improve scrolling subscriptions



Twitter announced on Tuesday (May 4) the acquisition of Scroll, a subscription service that removes ads for news sites, as part of its own subscription plan.

“Scroll has created a way to read articles without the annoying ads, pop-ups and other clutter, cleaning up the reading experience and giving people what they want: just the content,” wrote Mike Park, Twitter’s vice president of product. a corporate blog post. “Meanwhile, publishers who work with Scroll can generate more revenue than they would with traditional one-page ads. It’s a better internet for readers and for writers. “

While Scroll isn’t an ad blocker, it sort of performs the same function, using browser extensions to tell sites not to display ads. In return, it sends a portion of the user’s subscription fees to participating news sites.

Park wrote that Scroll will help Twitter deliver a “smooth reading experience” and “allow publishers to deliver cleaner content that can make them more money than current business models.”

As part of this commitment, Twitter will add Scroll to its planned subscription offering, which will give subscribers access to premium features where they can read articles from various news sources or check out a writer’s newsletter on Review. A portion of the subscription fee will go to the editors and outlets providing the content.

With the acquisition, Scroll will temporarily terminate new subscribers. Once the deal is finalized, Twitter will begin including Scroll in its subscription plan and get to work expanding Scroll’s publisher network, while continuing to support its existing clients and publishers.

The news comes a week after Twitter reported an increase in its monetized daily active users, from 166 million in the first quarter of last year to 199 million in the first quarter of 2021. The company expects its headcount. increase by 25% or more this year. .



About the study: A third of consumers who signed up for subscription services in the past year were just there for the free trial. In the 2021 Subscription Commerce Conversion Index, PYMNTS surveys 2,022 U.S. consumers and analyzes more than 200 subscription commerce providers to focus on the key features that turn ‘subscription curious’ into persistent, long-term subscribers. term.



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