Twitter this morning announced it’s acquiring Scroll, a subscription service that offers readers a better way to read through long-form content on the web by removing ads and other website clutter that can slow down the experience. The service will become a part of Twitter’s more extensive plans to invest in subscriptions, the company says, and will later be offered as one of the premia features Twitter will provide to subscribers.
Premium subscribers will be able to use Scroll to easily read their articles from news outlets and from Twitter’s own newsletters product, Revue, another recent acquisition that’s already been integrated into Twitter’s service. When subscribers use Scroll through Twitter, a portion of their subscription revenue will support the publishers and the writers creating the content, explains Twitter in an announcement.
Today, Scroll’s service works across hundreds of sites, including The Atlantic, The Verge, USA Today, The Sacramento Bee, The Philadelphia Inquirer, and The Daily Beast. For readers, the experience of using Scroll is similar to that of a “reader view” — ads, trackers, and other website junk is stripped so readers can focus on the content. Scroll’s pitch to publishers has been that it can deliver cleaner content that can make them more money than advertising alone.
Deal terms were not disclosed, but Twitter will be bringing on the entire Scroll team, totaling 13 people.
For the time being, Scroll will pause new customer sign-ups to focus on integrating its product into Twitter’s subscription work and prepare for the expected growth. It will, however, continue to onboard new publishers who want to participate in Scroll’s network following the deal’s closure.