In a move to cater to its premium subscribers, Twitter has announced that Twitter Blue users can now upload videos up to two hours long on the platform. This significant increase in upload capacity is a notable feature for the 650,000 Twitter Blue subscribers. Non-subscribers can still upload videos up to 140 seconds in length across all platforms.
While the longer upload capacity has not yet attracted a substantial number of Twitter Blue subscribers, this enhancement aligns with Twitter’s broader strategy to emphasize video content. Previously, Twitter introduced hour-long uploads for Twitter Blue users in December. Despite the modest adoption rate, Twitter recognizes the potential of appealing to a small but active group of users willing to pay for extended video capabilities.
With the recent appointment of CEO Linda Yaccarino, a former NBCU executive, Twitter seems poised to prioritize video content and expand its exclusive offerings. Elon Musk, Twitter’s chief, has expressed a desire to compete with YouTube for video talent, and Yaccarino’s experience in building subscription TV services may facilitate this vision. Implementing a revenue share program, as Musk has suggested, could attract more creators to the platform and increase viewership, creating new advertising opportunities.
Although Twitter has faced challenges with advertiser concerns related to free speech and controversial content, the potential growth of its video audience may entice advertisers regardless. With Yaccarino’s expertise and a stronger video-focused direction, Twitter aims to transform user behavior and solidify its position as a significant player in the video content landscape.
