X raises Premium Plus subscription pricing by almost 40 percent

X has significantly increased the price of its Premium Plus subscription in various regions, including the US, Europe, Canada, Australia, and the UK. The price hike aims to enhance creator payouts and provide ad-free browsing. The changes come after X modified its revenue-sharing program in October, emphasizing content quality and engagement over ad views. Existing subscribers will retain current rates until January 20th, while new users will pay the higher prices immediately. The platform cites enhanced features like ad-free browsing, priority support, and access to advanced tools as reasons for the price increase. The basic subscription tier remains unaffected. X believes that the price increase will directly contribute to creator payouts and reward high-quality content.