Twitter has officially announced that its Twitter Blue subscribers, totaling 650,000 users, now have the ability to upload videos up to two hours in length within the app.

As per Twitter's statement, individuals who subscribe to Twitter Blue have the capability to upload videos of up to two hours in duration (1080p) on the twitter.com website and the Twitter app for iOS. Android users who are Twitter Blue subscribers can upload videos up to 10 minutes long. However, if you are not a Twitter Blue subscriber, you still have the option to upload videos up to 140 seconds in length on any platform.

This introduces a significant discrepancy in upload capacity, with free users limited to just over two minutes, while paying subscribers can upload videos of movie length. The distinction is reasonable, considering that longer upload capacity has not been a major incentive for Twitter Blue subscribers thus far. Despite Twitter adding the option for hour-long uploads to the Twitter Blue subscription in December, only approximately 0.3% of Twitter users have opted for the $8 per month package.

However, when taking into account that 80% of Twitter users never post anything on the platform, Twitter only needs a small percentage of active users to pay for the extended upload feature and share longer video clips to make this endeavor worthwhile to some extent.

With the recent appointment of Linda Yaccarino, a former NBCU executive, as the new CEO of Twitter, the company appears to be placing greater emphasis on video content. This move is exemplified by the introduction of Tucker Carlson's new show on Twitter, which could be the first in a series of exclusive video content offerings.

Twitter's CEO, Elon Musk, has long discussed the platform's potential to compete with YouTube in terms of attracting video talent. Leveraging Yaccarino's experience in building a subscription TV service with Peacock, Twitter may now seek to realize this vision and prioritize video content within the app.

This undertaking won't be without challenges, as the current incentive for creators to post exclusive content on Twitter is still lacking. However, if Twitter can establish a revenue-sharing program, as Musk has suggested, it could pave the way for a more sustainable approach to bringing more viewers to the app and creating advertising opportunities.

Twitter is currently facing obstacles with advertiser retention, and it's not solely due to audience reach. Since Musk assumed a prominent role, approximately 50% of Twitter's top advertisers have departed. Concerns revolve around his stance on "free speech" and the content and users he allows on the platform.

Advertisers are hesitant to have their promotions displayed alongside offensive material. Additionally, Twitter's inclusion of Community Notes, where users can dispute claims made in ads, has also led to the loss of significant spending advertisers, according to Musk. Considering the recent turmoil at Twitter, the growth of its video audience might not be the ultimate solution. Nevertheless, a platform with a significant reach tends to attract advertisers regardless of perceived risks.

Linda Yaccarino, with her extensive experience in the video realm, surpasses Musk in this domain. It is likely that she will steer Twitter in the direction of video content, which is a crucial aspect of her appointment.

Whatever lies ahead, it is evident that video will assume a more prominent role and longer video uploads are a vital component of this puzzle. Such developments have the potential to influence user behavior on the platform.

Twitter Blue Enables Users To Upload 2-Hour-Long Videos