Overview
- On October 16, Elon Musk said X is underpaying creators and misallocating revenue, adding that YouTube handles payouts more effectively.
- X product head Nikita Bier argued the current payout model does more harm than good and suggested off-ramping to a different system, a view Musk publicly disputed.
- Creators continue to report low and inconsistent earnings, with some citing millions of impressions yielding only a few hundred dollars, according to user posts and reporting referenced by The Verge.
- X’s ad revenue-sharing program, launched in 2023 for Premium users who meet engagement thresholds, has been criticized for unclear criteria and unpredictable payouts.
- X has not announced specific reforms or a replacement for the current system, leaving creators waiting for a transparent plan to address allocation accuracy.