Elon Musk-owned social media platform X is shutting down its existing creator revenue-sharing programme and replacing it with a new system designed to reward users for producing original content.
The platform has stopped accepting new applications for the existing programme, marking a major change in the way creators earn money from their activity on X.
Under the earlier revenue-sharing model, eligible creators could receive payments based on engagement generated by their posts. However, participation was restricted to users who met X's eligibility requirements, including having a paid Premium subscription.
X's decision comes as the platform looks to change the incentives surrounding creator activity. The company believes the previous system encouraged some users to recycle or repurpose content simply to maximise payouts rather than contribute something original.
X creators head Allegra Jacchia said the existing model had a fundamental problem.
“its incentives were misaligned.”
According to Jacchia, the platform found that instead of encouraging creators to develop fresh material, the programme was sometimes encouraging users to reuse content already available elsewhere on the platform.
X has therefore opted to discontinue the existing system and introduce a new Original Content Rewards Programme.
“We could have kept adding more rules and exceptions, but ultimately the better decision was to start fresh and build a programme designed from day one to reward originality.”
The shutdown does not mean eligible creators will immediately lose payments already accumulated under the existing programme.
X has scheduled payments according to its regular payout cycle, with existing participants expected to receive payments during August. A final payment covering eligible earnings accrued through the end of the existing programme is expected around September 11.
New registrations for the old revenue-sharing system were closed on August 7.
The platform is currently allowing creators who were already part of the revenue-sharing programme to transition into the new rewards system, subject to eligibility requirements.
The new programme represents a significant change in X's approach to monetisation.
Rather than broadly rewarding engagement, X says its new system will focus on content that provides genuine original value to conversations on the platform.
This could include original reporting, analysis, commentary, videos, memes, photographs, illustrations, graphics, threads and other forms of creative work.
Content based on existing material may also qualify if the creator significantly transforms it through meaningful analysis, narration, humour, context or creative editing.
Under the new model, eligible creators will earn based on qualified impressions generated by their original posts. Payments will be made every two weeks, provided creators and their content continue to satisfy the programme's requirements.
X has set several conditions for creators seeking to participate.
Applicants must be at least 18 years old and live in a country where the programme operates. They must have either a Personal or Business account and maintain an active subscription to an eligible Premium X plan.
Creators must also have at least 500 verified followers and generate a minimum of 500,000 Home Timeline impressions from verified users over the preceding 90 days. Impressions generated through replies are not included in this calculation.
Regularly publishing original content is another key requirement.
Applications can be submitted through Creator Studio, with X saying applicants should receive a decision within three business days.
Creators whose applications are rejected will have the option to appeal once. If the appeal is unsuccessful, they can apply again after 90 days, provided they continue to meet the eligibility criteria.
The first payout under the new programme is scheduled for August 28. Existing creators who become eligible for the new system on or after September 8 are expected to receive their first payment on September 25.
The shift signals a broader change in X's creator strategy: instead of simply rewarding high engagement, the platform wants to place greater emphasis on originality, creativity and meaningful contribution.
For creators, that could mean the era of earning primarily through viral engagement is gradually giving way to a model where what they actually create—and how much original value it adds—matters more.