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TikTok May Join Other Platforms With Ad-Free Subscription

TikTok is testing an ad-free monthly subscription plan.

Code within the short-form video app suggests that the platform is exploring this new option, Android Authority reported Monday (Oct. 2).

Reached by PYMNTS, a TikTok spokesperson said this offering is being tested in one market outside the United States.

According to the code found in the latest version of the TikTok app, users will have the option to opt for this subscription plan offering an ad-free experience, with a message stating, “We are testing the Ad-free plan with the TikTok community,” per the report.

This feature is being tested and may or may not be rolled out to a wider user base depending on its success, the report said.

TikTok has relied on ad revenue as its main source of income, according to the report. The platform has implemented revenue-sharing mechanisms for creators and even offers a direct Live Subscription feature, allowing users to subscribe directly to their favorite creators. However, this is the first time that TikTok is accepting direct payment from users for an ad-free experience.

Other platforms, such as Twitter, also offer ad-free tiers in the form of premium subscriptions, the report said. These premium subscriptions often come with additional benefits, including access to monetization features on the platform. It remains to be seen how TikTok plans to differentiate its subscription offering beyond an ad-free experience.

If implemented, the ad-free subscription plan would join some other new offerings rolled out by TikTok.

For example, the platform is introducing a tool — Attribution Analytics — within TikTok Ads Manager that aims to assist advertisers in gauging the effectiveness of their TikTok advertising campaigns and obtain a deeper understanding of user behavior on the platform.

TikTok has also opened its TikTok Shop in the United States to users nationwide. This shopping platform includes a product showcase, where users can browse product tiles, read reviews and buy directly from a favorite brand’s profile, as well as an affiliate program. The service had been undergoing testing in the U.S. since November 2022 and is now open to the platform’s 150 million users in the country.