X's Creator Payouts Lag Competitors by Over 98% Amid Platform Criticism

A recent tweet from the account "World Peace Movement" has sharply criticized the X platform's creator monetization model, alleging that payouts are drastically lower than those offered by rival platforms like YouTube, TikTok, and Twitch. The user claimed that while other platforms pay content creators "thousands," X "only pays people $20," despite the platform allegedly being the "#1 app." This statement highlights growing concerns within the creator community regarding equitable revenue sharing.

X's Creator Revenue Sharing program, launched to incentivize content creation, bases payouts on engagement from Premium subscribers. To qualify, creators must maintain an active Premium subscription, accumulate at least 5 million organic impressions within three months, and have a minimum of 500 verified followers. However, reported earnings have been notably low, with some analyses indicating a revenue per mille (RPM) as low as $0.0085, equating to approximately $8.52 per million impressions for some creators.

In stark contrast, YouTube's Partner Program offers a more substantial revenue share, typically giving creators 55% of ad revenue for long-form videos and 45% for Shorts. YouTube creators can generally earn between $5 and $15 per 1,000 ad views, translating to thousands of dollars for popular channels. The platform also provides diverse monetization options including Super Chat, Channel Memberships, and direct product sales.

TikTok, through its Creator Rewards Program (which replaced the Creator Fund), has significantly increased its payout rates. Eligible creators can now expect to earn between $0.40 and $1.00 per 1,000 qualified views for videos longer than one minute. This enhanced model allows top TikTok creators to earn hundreds to thousands of dollars per million views, supplemented by features like LIVE Gifts and brand partnerships.

Twitch, a dominant platform for live streaming, offers multiple revenue streams to its streamers. These include subscriptions, where streamers typically receive a 50/50 split (or up to 70/30 for larger partners) of the monthly fee, and Bits, which pay streamers $0.01 per Bit cheered. Additionally, streamers generate income from advertisements, direct donations, and brand sponsorships, often resulting in substantial earnings for popular channels.

The "World Peace Movement" tweet's assertion of X being the "#1 app" does not align with recent market data. As of early 2024, X (formerly Twitter) ranked ninth globally in terms of monthly active users and daily active users among leading social networks, far behind platforms like Facebook, YouTube, Instagram, and TikTok. This disparity in user base and monetization structure underscores the competitive challenges X faces in attracting and retaining top-tier content creators.

The significant differences in creator payouts across major platforms highlight a critical issue in the evolving creator economy. As platforms vie for talent and engaging content, competitive monetization models are crucial for fostering creator loyalty and ensuring a vibrant content ecosystem. The ongoing debate over revenue sharing will likely continue to shape the strategies of social media giants and the career paths of digital creators.