Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Twitter leans into subscriptions with Scroll acquisition

Yesterday, Twitter acquired Scroll, a subscription service that charges $5 a month to block ads on participating news websites, and then pays out a portion of that subscription fee back to publishers. Twitter plans to integrate Scroll into its main website as part of the optional subscription service it’s building.

Twitter has sped up development on its subscription product to reduce its dependence on ads. The company has been lightly considering subscriptions since at least 2017, but it’s gotten much more serious over the past year after the unprecedented level of advertiser pullback during the pandemic. Even though time spent on the platform grew a massive 29.1% year over year (YoY) in 2020, its US ad revenues only increased 5.8%, per our estimates. And though we expect ad revenues to rebound strongly this year, they’ll taper off again in the future as time spent returns to pre-pandemic levels and user growth starts falling. “Considering that Twitter’s Q2 revenue guidance was a bit lower than Wall Street analysts were expecting, that could be a sign that slowing growth in users is impacting ad revenue gains,” said Debra Aho Williamson, eMarketer principal analyst at Insider Intelligence. “Subscription revenues could eventually help fill in the gaps.”

Its Scroll and Revue acquisitions reveal how heavily Twitter plans to lean on news and creator content for its subscription plans. The platform is considering a variety of paid options, from charging to use its management tool TweetDeck to introducing new features like profile customization. But the crux of Twitter’s subscription play isn’t in features—it’s in content. Twitter is approaching this in two ways: Better ways to consume existing content (i.e., Scroll’s ad-free access to news), and brand-new exclusive content from creators on the platform (via Revue, the subscription newsletter publishing platform it purchased in January). It’s also starting to lay the groundwork for its platform to become a home for premium content, such as rolling out professional profiles for businesses and content creators, and running an ad campaign encouraging creators and journalists to use its new audio feature Spaces. While the details of what will be included in its subscription product are still murky, it’s clear that content will be king.