“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, as Mashable reported earlier this week.
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.
The total early subscriber numbers are linked directly to internal leaks published(opens in a new tab) by the Washington Post last year showing that a 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.
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 service. Churn rate is the percentage of users that unsubscribe from a service.
According to one study(opens in a new tab) released last year by the subscription management company Recurly, the average overall annual churn rate is only 5.57 percent for subscription-based businesses…”
Read the entire Mashable article here.