TikTok is rolling out a new feature - subscriber-only videos - that will allow creators to share exclusive content with their paying subscribers. This addition expands upon the LIVE Subscriptions package that TikTok introduced last year, enabling live-streamers to earn recurring revenue by sharing regular exclusive streams with their paying audience. Now, creators can share non-live content as well, offering another means to attract more users.
As described by TikTok, "Subscriber-Only Videos are exclusive videos that only subscribers can view. The new feature encourages interactions beyond the LIVE room, enabling subscribers to like, comment, and reply to one another, helping creators foster even more meaningful connections with their community."
In order to retain creators on the platform, TikTok continues to develop a more effective and equitable revenue program. The expansion of its LIVE Subscriptions package could enhance interest and opportunities for streaming creators.
Ideally, TikTok aims to capitalize on its popularity and expand into live-stream commerce. While live commerce has seen significant growth in East Asian markets, Western audiences have been slower to embrace the concept. Douyin, TikTok's Chinese counterpart, has made live commerce its top revenue stream, but attempts to replicate this success with TikTok's billion users have yet to take off.
With live shopping gaining limited traction, TikTok has explored other avenues, such as creator subscriptions and facilitating brand partnerships, to funnel revenue to top creators.
The challenge remains whether these efforts will be enough to retain its stars, who may be enticed by larger incomes on other platforms. The risks for TikTok's long-term growth are significant, leading to the rollout of increasing options in hopes of discovering the most effective way forward.
TikTok confirms that LIVE Subscriptions are available to creators over 18 years old with a minimum of 1,000 followers.