iWorld
Twitter experiments, doubles its tweet character limit
MUMBAI: Twitter has announced that it is expanding the tweet limit from 140 characters to 280 characters – double the existing limit.
Twitter chief executive Jack Dorsey said that it was is a small change yet a significant move for the company. Twitter product manager Aliza Rosen and software engineer Ikuhiro Ihara said it was a pain trying to cram one’s thoughts into a tweet – a longer limit would be tried out in the languages impacted by cramming.
The new limits are only available to a “small group” of users, to check out how it works for the initial users before Twitter decides to roll out the changes widely.
Twitter has planned to leave the old 140-character limit in place for tweets in Japanese, Korean and Chinese because the internal data showed written characters in those languages packed plenty into the allotted space.
A Twitter blog post observed that only 0.4 per cent of tweets sent in Japanese use the complete 140-character limit, compared to nine per cent of English tweets.
Twitter, in the last quarter, reported its base of monthly active users (MAUs) was at 328 million. Its growth has not kept pace with the leader Facebook, which has around two billion users, and its sister company Instagram, with 800 million.
iWorld
Netflix ad revenue set to soar past $8bn by 2030, outpacing CTV rivals: Warc
From $1.5bn in 2025 to $8bn in 2030, Netflix is fast becoming a CTV ad powerhouse
MUMBAI: Netflix is turning heads in the advertising world, with forecasts showing its ad revenue set to surpass $8 billion by 2030, outpacing the wider connected TV (CTV) market, according to the latest Warc Media Platform Insights report.
The streaming giant’s advertising journey gained serious momentum in 2025, generating over $1.5 billion, a remarkable increase of more than 2.5 times compared with the previous year. Management aims to roughly double that figure again in 2026, targeting around $3 billion.
Rather than waiting for the market to grow, Netflix is going after a bigger slice of the existing CTV ad pie, and the strategy appears to be paying off. Analysis by Omdia, cited by Warc, predicts Netflix will account for 9.2 per cent of global CTV advertising spend by 2027. By then, the company’s ad growth is projected to hit 58 per cent year-on-year, while the overall CTV market grows at just 9.9 per cent.
CTV may be booming, but traditional TV continues to shrink, losing spend to digital channels and retail media, according to Warc’s latest Global Ad Trends report, Media’s new normal. Despite this, Netflix is focused on monetising its expanding ad inventory with better infrastructure and smarter tools, turning what is currently a small 3 per cent slice of its total revenue into a high-growth engine.
WPP forecasts that Netflix’s $3 billion ad target in 2026 would place it as the 27th-largest global ad seller, just behind French media group RTL. Yet the company sees its relatively modest ad business as an advantage, providing a buffer against market fluctuations while it ramps up operations.
Looking ahead, a potential acquisition of Warner Bros. Discovery could give Netflix even more content to offer and bundle, helping to retain subscribers, attract new members, and sustain long-term revenue growth. For now, the platform is quietly staking its claim as a rising star in the CTV advertising arena.
