TikTok has launched an ad-free subscription tier in the UK for £4 per month, targeting users 18 and older, marking its first formal ad-free offering in an English-speaking market. This move positions TikTok alongside Meta, which previously introduced a similar ad-free option for Facebook and Instagram in the UK for £3 per month, indicating a broader industry shift towards paid social media models.
TikTok is now selling a paid, ad-free version of its core feed in the UK, creating a split audience between subscribers and ad-supported users. That matters for marketers because reach and impression counts will no longer be uniform across the platform. It also puts TikTok alongside Meta, YouTube Premium, and X Premium as another major social platform testing direct consumer payments. The next signal to watch is rollout speed over the coming months and whether TikTok keeps the product at £4 or changes pricing after the UK test.
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