X Premium

The primary paid subscription tier of X (formerly Twitter), one of the world's largest social media platforms, competing with Meta's ad-free subscription and YouTube Premium

X Premium is the paid subscription service offered by X Corp (formerly Twitter) on the X platform (formerly Twitter). Launched initially as Twitter Blue in 2021 and rebranded following Elon Musk's acquisition of Twitter in 2022, X Premium offers subscribers a range of enhanced features including reduced advertising exposure, priority ranking in replies and search, longer post and video capabilities, and access to creator monetization tools such as revenue sharing from ads displayed in replies. From an AdTech perspective, X Premium is significant because it represents a direct consumer-facing subscription model layered on top of an advertising-driven platform. Subscribers at higher tiers (Premium and Premium+) receive significantly reduced or eliminated ad loads, which directly impacts X Corp's advertising inventory and revenue dynamics. This creates a dual-revenue model where X balances subscription income against advertising revenue, a strategy increasingly common among large social platforms navigating ad market volatility. X Premium also plays a role in the creator economy and influencer marketing ecosystem. The ad revenue sharing program (part of the Ads Revenue Sharing feature) incentivizes high-engagement creators to remain on the platform, indirectly supporting advertiser reach and brand partnership opportunities. As X continues to evolve its monetization strategy under X Corp, Premium sits at the intersection of subscription commerce, social media advertising, and creator monetization.