In a bid to enhance user experience, TikTok is testing a new monthly subscription service aimed at eliminating advertisements on its popular video-sharing platform. The Chinese firm is reportedly trialling this service in an English-speaking market outside the US, with a subscription fee set at $4.99 (£4.13). While details about the specific location remain undisclosed, TikTok’s move mirrors a trend in the industry, with other platforms exploring ad-free subscription options.
Meanwhile, Meta, the parent company of Facebook and Instagram, is contemplating similar ad-free subscriptions for users in the European Union, a move driven by the bloc’s stringent advertising regulations. Meta is reportedly considering charging users approximately €10 (£8.68) a month for ad-free desktop access and €13 a month for mobile access on Facebook and Instagram. This approach comes after an EU ruling compelled Meta to seek user consent for displaying ads based on personal data.
TikTok, a platform known for its short-form videos, currently displays personalised advertisements for users above the age of 18. While the subscription service is being tested on a small scale, its global rollout remains uncertain, according to reports from TechCrunch. Several platforms, including YouTube and X (formerly Twitter), have already offered users the option to enjoy ad-free experiences for a monthly fee.
Meta, emphasising the value of free services supported by personalised ads, expressed its commitment to exploring options that align with evolving regulatory requirements. The company was fined €390 million by the Irish Data Protection Commission earlier this year for violations related to data privacy regulations.
Experts have noted potential resistance from younger audiences accustomed to free social media services. Brooke Erin Duffy, an associate professor at Cornell University’s department of communication, highlighted that users have been conditioned to view these platforms as free services. She suggested that it’s unlikely young users, in particular, would readily opt for a paid, ad-free model.
Maddie Hill, a 22-year-old influencer with a substantial following on TikTok, shared her perspective, mentioning that ads on TikTok are less intrusive compared to other platforms. Hill, who has 800,000 followers on TikTok, acknowledged the presence of ads but noted their limited impact on the overall viewing experience. Her sentiments echo a broader sentiment among users who have grown accustomed to navigating social media platforms inundated with advertisements. The evolving landscape of ad-free subscription models continues to pose questions about the future of online content consumption and the willingness of users to embrace paid alternatives in exchange for an ad-free environment.
Kiki Garba.
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