X, formerly Twitter and owned by Elon Musk, is overhauling its Creator Revenue Sharing Program, effective November 8. The new system will pay monetized creators based on engagement from X Premium subscribers, rather than ad revenue from replies.
X Premium users, identifiable by a blue checkmark and paying a subscription fee starting at $8, will now drive creators’ earnings through likes, replies, and reposts. The company claims this shift will lead to higher payouts, emphasizing that more Premium subscribers translate to more revenue.
However, the elimination of ads as a monetization factor raises concerns about the type of content that may flourish on the platform. Without restrictions on ads, creators might lean toward sensational or controversial posts, potentially increasing "rage bait" content designed to provoke engagement.
As X continues to face declining advertising revenues—reportedly down nearly 40%—this strategy marks a significant shift towards prioritizing subscription growth. With the U.S. elections approaching, there are fears this could lead to a rise in politically charged or misleading content.
