Twitter Blue’s struggles since its launch nearly six months ago are more severe than previously revealed, new data suggests. Since Musk’s version of the subscription service launched last November, Twitter has only been able to convert around 640,000 Twitter users into paying Twitter Blue subscribers as of the end of April, Mashable reported.
Mashable also reported that while those numbers are lackluster, an even more telling detail about Twitter Blue is just how many of its earliest subscribers have canceled their subscriptions.
Out of about 150,000 early subscribers to Twitter Blue, just around 68,157 have stuck around and maintained a paid subscription as of April 30. Subscriptions are $8 per month – $11 on mobile.
According to Mashable, the total early subscriber numbers are linked directly to internal leaks published by the Washington Post last year showing that at total of 150,000 users originally signed up for Twitter Blue within just a few days of its launch in November. Twitter temporarily disabled new signups for about a month shortly after those users subscribed as a result of accounts signing up for Blue with the intent to impersonate major brands on the platform.
Mashable noted, that means around 81,843 users, or 54.5 percent, of Twitter users who subscribed to Twitter Blue when it first launched in November are no longer subscribed to the service. That’s an abnormally high churn rate for an online subscription services. Churn rate is the percentage of uses that unsubscribe from a service.
Twitter Blue is a paid offering from Twitter which provides subscribers with premium feature such as an edit button. However, it appears the most enticing features for subscribers are Musk’s featured additions to the service – namely the blue verification checkmark and the algorithm boost that provides Blue subscribers with prioritization in the For You feed and in the replies to tweets.
However, numerous Twitter Blue users have voiced their displeasure to Musk publicly on the platform about what they believe to be inadequate amounts of boosted reach. Mashable previously reported in March that around half of Twitter Blue subscribers have less than 1,000 followers.
Mashable reported that so few large accounts were formerly verified under Twitter’s old, pre-Musk verification system had signed up for Twitter Blue, that the company has since given out free “complementary” subscriptions to the service to many users with at least 1 million followers.
Personally, I have noticed that some celebrities on Twitter have publicly posted that they were not paying for Twitter Blue. As an example, Stephen King tweeted: “My Twitter account says I’ve subscribed to Twitter Blue. I haven’t. My Twitter account says I’ve given a phone number. I haven’t.”
I think the only reason some celebrities who have over 1,000 followers were given a free Twitter Blue subscription was to make it look as though Twitter Blue was popular. Information from Mashable makes it clear that Twitter Blue isn’t as popular as Elon Musk wants the world to think it is.