Twitter Blue, the premium subscription offering introduced in November 2022, has encountered hurdles in retaining its subscribers, while the once-iconic blue checkmark, or “verified badge,” is increasingly abandoned by early users. These trends raise questions about the future of Twitter’s verification system and the platform’s ability to sustain user engagement with its exclusive features.
Twitter Blue’s Underwhelming Subscriber Retention Rates
Since its inception, Twitter Blue has only succeeded in converting around 640,000 users into paying subscribers by the end of April. However, an even more alarming issue is the substantial number of initial subscribers who have opted to cancel their subscriptions. According to internal leaks published by the Washington Post, out of the 150,000 users who initially signed up for Twitter Blue, merely about 68,157 maintained a paid subscription as of April 30.
As subscription management firm Recurly’s study from last year reveals, “The average annual churn rate for subscription-based companies is only 5.57%, making the Twitter Blue cancellation rate particularly high.”
The high churn rate suggests that the platform’s premium features, such as an edit tweet button and algorithm boost, have not been compelling enough for users to maintain their subscriptions. Many Twitter Blue subscribers have voiced their dissatisfaction with the limited reach provided by the algorithm boost. According to recent data, about half of Twitter Blue subscribers have fewer than 1,000 followers, which remains relatively constant since the service’s launch.
Travis Brown, a developer who has been monitoring Twitter Blue subscribers for months, shared his observations with Mashable, stating, “These individuals have collectively paid Elon [Musk] nearly $100k and have gained under 8k followers.”
This data indicates that Twitter Blue must address the concerns of its subscribers and provide more enticing features to improve its user retention and secure the platform’s position in the competitive social media landscape.
Verified Badge Removals Highlight Privacy Debates
A growing number of early Twitter adopters have recently opted to remove their blue checkmarks, with privacy concerns being a key factor for this decision. The verified badge, initially launched in 2009 for public figures and celebrities, was extended to all users in 2016, resulting in a significant increase in verified accounts. The removal of these badges has ignited discussions surrounding online identity and privacy, with some users accusing others of attempting to hide their identity, while many argue in favor of the right to manage one’s digital presence.
This shift signifies the waning relevance of the blue checkmark during a time of heightened focus on online conduct. As Twitter continues to evolve, the role of verification and tools to counter misinformation will likely be subject to further debate and adjustment.
