Facebook and Instagram are forging a new British identity, reinventing themselves not as free public utilities but as “freemium” entertainment services. The launch of a paid subscription tier marks a historic shift, aligning the social media giants with platforms like Spotify and Netflix.
The freemium model will offer a basic, ad-supported version for free, while a premium, ad-free experience will be available for a monthly fee of up to £3.99. This establishes a clear value proposition: pay to upgrade your experience.
This new identity has been made possible by the UK’s Information Commissioner’s Office (ICO), which has approved the model. The ICO’s endorsement of a two-tier system as a valid way to offer user choice has paved the way for this strategic transformation.
This identity is currently not viable in the EU, where regulators have rejected the freemium model for privacy. The European Commission’s €200m fine against Meta shows a deep-seated opposition to applying this commercial model to fundamental rights.
In Britain, the future is freemium. Meta is betting that users are now accustomed to this model and will be willing to pay for a better social media product, just as they do for music and movies. This redefines what it means to be a Facebook user in the UK.
The Future is Freemium: Facebook’s New British Identity
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