In Musk's plan ,2028 Year is an important time node . In his plan, he said , Twitter's annual revenue will be 2028 To 264 Billion dollars , Compare with 2021 Year of 50.8 $billion, an increase of more than 400%; The number of users reaches 9.31 Hundreds of millions of people , a 2021 At the end of the year 2.17 Billion people increased by more than 7 Billion ; The revenue contributed by a single user will reach 30.22 dollar , a 2021 Year of 24.83 An increase of $ 5.39 dollar .
Although these goals “ beat the Dutch ”, But the content of the plan is in line with Musk's past criticism of twitter .
Significantly reduce dependence on advertising
The plan shows , stay 2028 Year of 264 Of $billion in revenue , Advertising revenue will be 120 Billion dollars , The share dropped to 45%, Subscription revenue will reach 100 Billion dollars , remainder 44 The revenue of US $100 million is contributed by businesses such as data authorization .
This revenue distribution is also in line with what musk has been advocating “ Reduce dependence on advertisers ”.
From Musk's past tweets, we can see , He has always opposed the dominance of advertisers on the platform . He thinks that , Without relying on advertising, you can not be coerced by advertisers , Can maintain true independence and objectivity .
However, from Twitter's past financial data, it is not difficult to find , Advertising revenue has been absolutely dominant in twitter revenue .
2021 year , Twitter achieves revenue 50.8 Billion dollars , The advertising revenue is about 45 Billion dollars , Proportion 89%.2020 year , The number is also as high as 90%.
Comparison of revenue of different business segments of twitter , Blue is advertising revenue , source ：Statista database
before , Many analysts also said , For twitter under musk , It is inevitable to reduce dependence on advertising , Because musk claims “ Absolute freedom of speech ” It is bound to lead a large number of financiers to leave this platform . In the past two years , Include Facebook、Instagram Many social media platforms, including, have encountered brands canceling advertising due to speech problems .
However, due to Twitter's high dependence on advertising revenue for many years , Many analysts said they were not optimistic about the move to reduce the proportion of advertising .
Increase subscription revenue 、 Payment services, etc
Reduce the proportion of advertising revenue of a social media from 90% to less than half , It's obviously a drastic change . Musk's plan is to use “ Subscription income ”“ Payment services ” Wait to fill the hole left by cutting advertising .
Twitter just launched a paid subscription service last year “ Twitter blue （Twitter Blue）” It has always attracted Musk's attention .
“ Twitter blue ” Is Twitter's first paid subscription service , Users who subscribe on a monthly basis can enjoy the cancellation of tweets 、 Customize advanced functions such as application icons .
Before buying twitter , Musk has been to “ Twitter blue ” Put forward various improvement suggestions , Including price reduction （ At present, every month 2.99 dollar ）、 Prepaid annual fee for the whole year （ At present, it is paid monthly ）、 Show “ Certification mark ”、 Accept local currency and virtual currency payment, etc .
In Musk's latest plan ,“ Twitter blue ” Your users will be in 2025 reach 6900 ten thousand people , To 2028 year , This number will reach 1.59 Billion , In the total number of users 9.31 More than 100 million people 17%.
Besides , Payment services will also become one of Twitter's main sources of revenue . Musk said in the plan that , To 2028 year , Twitter's payment service will realize 13 $100 million in revenue .
at present , Twitter's payment service only covers rewards 、 Shopping, etc , The proportion of revenue is almost negligible .《 The New York times 》 Speculate that , Between musk and PayPal Experience of success , Twitter may build its own payment capacity in the future . in other words , In the future, there will be a “ Twitter pay ” It's not impossible .
Besides , The plan also describes a project called “X” Mysterious subscription service , The service will be available in 2023 Annual online , Anticipate 2023 I have 900 Million users 、 To 2028 Increased to 1.04 100 million users .
In addition to the business model Outlook , The plan also revealed the issue of layoffs, which is of great concern to the outside world . The plan shows , To 2025 year , Twitter will have 11072 Employees , The current number of employees is 7500 about . What's interesting is that , Musk has planned the changes in the number of employees in the next few years ：2022 The number of employees will increase to 9225 name ,2023 In, it was laid off to 8332 name , Then add again .
About Musk's acquisition of twitter , There are many bad mouthers among the spectators , Many analysts think , Twitter, which has been losing money for years, has become an unsustainable “ awful mess ”. But whether in charge of Tesla or management SpaceX, Musk always shows his extraordinary vision , Maybe twitter will also become Musk's popular target in the future “ Representative work ”.
twitter 2010 year -2021 Annual net profit , source ：Statista database
The reporter / Wu Yuli