Refusal from advertising is becoming more expensive – Kommersant FM

Kommersant FM columnist Alexander Levi talks about how social networks and entertainment services are preparing to increase the cost of subscriptions.

Social networks and entertainment services are preparing to increase the cost of subscriptions. The owners of Instagram and Facebook are considering launching a paid plan that will disable advertising. The Meta company (banned and recognized as extremist in Russia) is studying this possibility in connection with the requirements of European authorities.

The decision by the highest court in Luxembourg concerns personal data that social networks use for personalized advertising without users’ permission. The launch of the subscription may take place in the near future; its monthly cost will be €10 if you access the service through a browser. On mobile devices the price will be €3 higher due to Apple and Google fees.

Moreover, Meta intends to charge an additional €6 for each additional linked account. For now, the tariff is provided only for users from the European Union.

In parallel, TikTok is testing an ad-free version of the service with a tariff of $4.99. It is being tested in a hidden country outside the US. According to The Verge, the process is dictated by the active diversification of the service’s sources of income.

Previously, the TikTok Shop platform’s internal store was moved to the main app panel for some users, and the company places advertisements and coupons there. Some users may not like this; it seems that the subscription is being tested for this audience.

Almost simultaneously, it became known that Netflix plans to increase prices for its ad-free plans. The issue is currently being discussed for several markets. Although over the past year the video service has already increased the cost of subscriptions by an average of 25%.

Some analysts associate the current price revision with the end of the Hollywood actors’ strike. Popular American analogues Disney+, Hulu and ESPN+ are also preparing to raise the cost of ad-free plans. For example, the MLS Season Pass soccer subscription on Apple TV+ is already selling from $12.99 per month.

Elon Musk previously announced his desire to introduce a “more expensive” subscription level without advertising on social network X. That hasn’t happened yet, but the company says current X Premium users are seeing about half as many ads in their feeds.