ByteDance Ltd's TikTok is testing introducing a subscription service that would offer users an almost ad-free experience, as revealed by a code within the app reported by Android Authority.
For a monthly fee of $4.99, subscribers could enjoy their favorite short-form videos without the interruption of ads.
However, this ad-free experience is limited to ads served directly by TikTok, meaning users will still encounter influencer marketing and brand sponsorships on the platform, TechCrunch reports.
The social media giant confirmed the test but clarified that it's being conducted in a single English-speaking market, not including the U.S.
TikTok's revenue primarily stems from ads, and it has managed to sustain its ad revenue even with the general decline in online ad spending.
A study by Cowen highlighted that 60% of ad buyers preferred TikTok for short-form video content.
Moreover, ByteDance secured 11% of big agency spending on social media, attracting top spenders like PepsiCo, Inc (NASDAQ: PEP), DoorDash, Inc (NASDAQ: DASH), Amazon.Com Inc (NASDAQ: AMZN), and Apple Inc (NASDAQ: AAPL).
TikTok is willing to explore this avenue, echoing similar moves by other social media platforms like X (formerly Twitter) and Alphabet Inc (NASDAQ: GOOG) (NASDAQ: GOOGL) YouTube.
ByteDance has reported an operating profit of nearly $6 billion in Q1 2023, almost double the profit earned during the same period in 2022.
The company's financial resurgence is notable, especially considering its $7 billion operating loss in 2021. The rebound reflects a combination of increased revenue and reduced expenses.
Despite the profit, ByteDance experienced a slowdown in its revenue growth.
In 2022, the company's revenue surged by over 38% to reach $85.2 billion. However, this growth rate is modest compared to the nearly 80% increase the previous year.
The tech giant has offered to buy back shares from its current employees at $160 each. This move comes amidst a reported 26% drop in the company's valuation, now at $223.5 billion, down from $300 billion a year ago.
Despite the financial gains, ByteDance faces political uncertainty and intensified competition from U.S. social media giants. The ongoing scrutiny of TikTok by U.S. authorities and regulators worldwide casts a shadow over the company's prospects.