At the heart of Musk’s plans of pitching Twitter against YouTube are video ads. However, the biggest hurdle in that path is video length, as longer videos offer the space for pushing ads. Twitter, on the other hand, doesn’t support videos long enough to emulate that YouTube formula. Musk recognizes the problem, and recently tweeted that the ability to post longer videos on Twitter is currently a work in progress.
Musk next jumped to YouTube-like subscriptions as another way for milking money from Twitter. The Tesla chief, whose net worth recently dipped below the $200 billion mark amidst the Twitter turmoil, remarked that subscriptions allow users to skip ads while bringing money to the platform. Twitter already has a subscription product in Twitter Blue, and it is plausible that Musk might push it further when longer videos with ads eventually make their way to the platform.
Musk actually sounded quite bullish on the prospects of creating a Twitter subscriber base built on the foundations of video. As for creators, Musk told employees that maybe it is time to “start spending some money” and bring in creators with the promise of matching, or even a 10% higher payout, compared to the likes of YouTube and TikTok. Musk recently asked YouTube phenomenon, Mr. Beast, for tips on making Twitter a friendlier place for video creators and has already deployed teams to work on paywalled videos on Twitter.