Elon Musk aims to multiply by 5 the turnover of Twitter by 2028.

The key figures on Elon Musk’s plans for 2025 and 2028

Tesla boss Elon Musk bought Twitter for $44 billion at the end of April 2022. Unsurprisingly, the billionaire has big plans for the platform, according to the pitch deck unveiled on the New York Times.

Here are Elon Musk’s lofty goals for Twitter:

  1. Revenue: $26.4 billion by 2028. For comparison, Twitter’s revenue in 2021 was $5 billion. The ambition of the billionaire is therefore to multiply by 5 the income of Twitter.
  2. Average revenue per user: The report also announces an increase in average revenue per user, 30.22 dollars in 2028 against 24.83 dollars in 2021.
  3. Number of users: 931 million active users by 2028 (600 million users by 2025). For comparison, the number of active users on Twitter is only 229 million users in 2022.
  4. Twitter Blue Subscriptions: $159 million in revenue by 2028 ($69 million by 2025) for its Twitter Blue premium subscription , launched in June 2021.
  5. New ‘X’ Subscription: According to the report, Elon Musk is reportedly planning to launch a subscription called ‘X’, for now, in 2023 which could have 104 million users in 2028.
  6. Subscriptions (as a whole) : Subscription revenue is expected to reach $10 billion in 2028.
  7. Advertising revenue : advertising should eventually represent 45% of Twitter’s revenue, compared to 90% currently (2020 figures). Thus, advertising revenues would represent in 2028: 12 billion dollars in revenues.
  8. Payment activity: a payment activity could be developed in 2023 on Twitter (little information on this subject), which would generate revenues of up to $1.3 billion in 2028.
  9. Number of employees: 2,700 new employees by 2025. Currently, there are approximately 7,500 employees.

Thus, Elon Musk wants to diversify Twitter’s business model, focusing on the potential of subscription models. These goals seem difficult to achieve when you take a closer look at Twitter’s numbers .

What could change on Twitter with Elon Musk

Here are some things that could change with Elon Musk at the helm of Twitter:

  • Less strict moderation rules,
  • New features including a button to edit tweets after publication or the ability to send tweets longer than 280 characters,
  • An algorithm that would become open-source to make publicly available the elements that determine what appears on a user’s Twitter feed,
  • Fewer spam bots (automated accounts),
  • An exit from the Stock Exchange for Twitter,
  • A change of CEO.

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