X (Twitter) has announced a significant price increase for its Premium Plus subscription tier, raising monthly rates in the US from $16 to $22, a 37.5% jump. This adjustment marks the largest hike since Elon Musk's acquisition in 2022, impacting existing and new subscribers differently. The annual cost goes up from $168 to $229. The changes took effect on December 21, 2024, while existing subscribers will see the new rates from January 20, 2025.
The price hikes are particularly steep in certain regions, with subscriptions in Nigeria rising over 365% and Turkey seeing a 156% increase. European and Australian subscribers are also facing increased costs, moving to €21 and $35 AUD respectively. This wide-ranging price adjustment reflects differing market dynamics and is likely to impact user retention across diverse locales.
X has justified the price increase by touting several Premium Plus features like a completely ad-free experience and enhanced access to the Grok AI capabilities. The company also asserts that the higher fees will support its creator revenue sharing program, aiming to reward content quality and engagement rather than relying solely on ad views, thereby transforming how creators are compensated.
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