Elon Musk’s social media platform, X, announced a significant price hike for its Premium Plus subscription tier on December 21, 2024.
The monthly fee increased from $16 to $22, marking a nearly 40 percent rise. This adjustment aims to enhance creator payouts and align with a new revenue-sharing model that rewards content quality and engagement rather than just ad views.
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A shift in monetisation strategy
The Premium Plus plan offers features like ad-free browsing and access to Grok AI. This change is part of Musk’s broader strategy to incentivise creators and encourage diverse content on the platform.
Existing subscribers will retain their current rates until January 20, 2025, after which they will transition to the new pricing.
Musk’s vision for X has always been ambitious. He aims to create a more vibrant ecosystem for creators by shifting focus from traditional advertising to user engagement.
“We are committed to ensuring that our creators are rewarded for their contributions,” Musk stated in a post in January 2024.
This reflects a growing social media trend where platforms increasingly rely on subscription models to fund creator payments.
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Global impact of price increase
The price adjustments are not uniform across different regions. For instance, users in Nigeria will see their monthly subscription surge by over 365cpercent, from N7,300 (approximately $9.50) to N34,000 (around $44), while Turkish users will face an increase from ₺300 (about $11) to ₺770 (approximately $29). Such drastic changes highlight the varying economic landscapes and user bases across countries.
This pricing strategy has sparked mixed reactions among users.
Some express concern about the service’s affordability, especially during the holiday season when many are budgeting for gifts and celebrations. “It feels like a holiday slap in the face,” remarked one user in response to the announcement.
Others see the potential benefits of enhanced features and improved creator compensation as justifying the increase.
Musk’s approach at X continues to evolve as he seeks to redefine how social media platforms operate. By prioritising creator engagement and monetisation through subscriptions, he aims to foster a more sustainable environment for content creation.