TikTok launches ad-free scrolling subscription
It was only a matter of time before another social media platform joined the 'Ad-free for a Fee' movement.
One of the main features that first attracted people to streaming services was their complete ad-free nature.
You didn't have to wait for minutes and minutes of ads during an episode of your favourite show.
For only a slightly higher cost, you could stream hours of uninterrupted music on Spotify with a premium account.
Unfortunately, it seems like those days are over.
In recent years, Netflix has launched a significantly more expensive subscription that offers ad-free viewing, and other services such as Hulu, Amazon Prime, and others have followed suit.
Netflix's 'Standard with ads' subscription tier provides users with the majority of what is available on the basic plan.
However, there are an average of four to five minutes of ads per hour, all between 15 and 30 seconds long, and yes, they do pop up during TV episodes and movies.
In 2023, Forbes wrote: "This ad-inclusive plan allows Netflix subscribers to cut their costs by 20-40% in exchange for a few more interruptions. The value proposition is connected to what Accenture research found: 63% of consumers agree that it’s too expensive to pay for all the entertainment subscriptions they want."
Some people are willing to pay less and watch ads if it means they still get access to Netflix.
Spotify is also offering an even more premium version, and let's not even get started on YouTube.
But advertisements have infiltrated every corner of online spaces, especially on social media.
And as with everything else, if you don't want your scrolling interrupted by annoying ads, then you also have to spend more money.
Most recently, TikTok announced it will introduce a subscription charge for UK users aged 18 and over, who will be required to pay £3.99 a month for an ad-free experience.
TikTok says the motivation behind this choice was the hope that it would give users more control over their platform experience.
Social media expert Matt Navarra told the BBC that these changes form part of a "wider pattern of firms putting a monthly price on stepping outside of the ad-targeting machine".
Those who do not sign up for the new subscription will no longer see ads across the app, including in its For You feed.
Together, this ensures we continue to deliver real economic impact while giving our community the flexibility to engage with TikTok in the way that suits them.
Personalised ads on your social media feed can often be so scary accurate that it feels like your phone is listening to you.
And the very basic explanation is that it is.
What is a personalised ad?
When data about individuals and how they interact with products online is used to advertise products to them.
How will it work?
Currently, users in the UK can opt out of personalised ads while still using TikTok for free.
With the new system, users can choose between:
- Allowing TikTok to use your data for personalised advertising
- Pay £3.99 a month for an ad-free TikTok experience
It’s called a “consent or pay” model, and it’s becoming increasingly common across social media platforms.
Why are apps doing this?
Personalised advertising is incredibly valuable for businesses.
Apps track things like:
- What you search for
- What videos you watch
- What posts you like
- Sometimes even your location
This information helps advertisers target users more effectively.
Tune in to 'The Drive with Rob & Roz', on weekdays from 16:00 – 19:00. Stream the show live here or download our mobile app here.
Listen to Jacaranda FM:
- 94.2
- Jacaranda FM App
- http://jacarandafm.com
- DStv 858/ OpenView 602
Follow us on social media:
Image: PopBase/X