X drops profit-splitting model, introduces fresh incentives for content makers

X has unveiled plans to phase out its Revenue Sharing programme, making way for the introduction of the Original Content Rewards programme, which aims to incentivize creators for producing unique content on the platform.

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This announcement was made on Friday through a post on the X Creators handle, where the company outlined that the new programme would compensate creators who contribute original content, thereby enriching the platform.

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The company stated, "Today, we’re introducing the Original Content Rewards Program, a new way to reward creators who bring original ideas, expertise, reporting, creativity, and commentary to X," thereby highlighting the programme's objectives.

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X announced that it would cease accepting new enrolments into the Revenue Sharing programme from Friday, while existing participants would continue to earn revenue until September 7, 2026.

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The company explicitly stated, "Starting today, we’re no longer accepting new enrollments into Revenue Sharing," marking the beginning of the end of the Revenue Sharing programme.

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According to X, existing Revenue Sharing participants will receive three final payouts, with two scheduled for August 14 and August 28, while the final payment for earnings accrued through September 7 is expected around September 11.

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From September 8, existing Revenue Sharing participants will be able to apply for the new programme, provided they meet the eligibility requirements, thus ensuring a smooth transition.

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The first payout under the Original Content Rewards programme is slated for August 28, 2026, while existing Revenue Sharing creators who enrol in the new programme from September 8 will receive their first payment on September 25.

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Under the new programme, eligible creators will earn revenue from qualified impressions generated by their original content, with payments made every two weeks, thereby providing a consistent stream of income.

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X defined qualified impressions as unique impressions from Premium users on the Home Timeline feed, where at least 50 per cent of a post is visible, establishing a clear metric for earnings.

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The company excluded certain types of impressions from qualified impressions, including impressions from the same account counted more than once per post, paid, promoted, or artificially generated impressions, and fraudulent impressions, to ensure the integrity of the programme.

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To qualify for the programme, creators must be at least 18 years old, live in a country where the programme is available, maintain an account in good standing, and have either a personal or business account, setting a baseline for eligibility.

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Additionally, creators must subscribe to X Premium, Premium+, or Premium Business, have at least 500 verified followers, and record at least 500,000 Home Timeline impressions from verified users within the previous 90 days, further narrowing down the eligibility criteria.

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X also requires creators to regularly post original content to remain eligible, emphasizing the importance of consistent contribution to the platform.

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The company stated, "We want to recognize creators who break news, share expertise, tell stories, create entertainment, and contribute meaningful perspectives to the conversation," highlighting the types of content that would be valued.

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Original content, as defined by X, can encompass a wide range of formats, including threads, videos, memes, graphics, illustrations, reporting, analysis, commentary, and reactions that add meaningful value to existing conversations, providing creators with flexibility.

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However, creators who use content produced by others must add meaningful commentary, context, analysis, humour, or creative transformation for such posts to qualify, ensuring that the content remains original and valuable.

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X noted that minor edits, such as cropping, filters, borders, watermarks, speed adjustments, or simple text overlays, would generally not qualify as meaningful transformation on their own, setting a clear standard for what constitutes original content.

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The company warned that content copied or substantially reproduced from another creator, content downloaded and re-uploaded from X or another platform without being the original author’s, automated content, disinformation, and misleading content would be ineligible, emphasizing the importance of authenticity.

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X also stated that accounts that violate the programme’s requirements could be temporarily or permanently removed from it, depending on the severity of the violation, ensuring that the programme remains fair and credible.

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Creators will be responsible for ensuring they have the necessary rights, permissions, or licences to use content created by others, placing the onus on them to respect intellectual property rights.

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X defined original content as "content you personally create that reflects your own voice, perspective, expertise, or creativity," providing a clear understanding of what the programme aims to reward.

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The company emphasized that the new programme is intended to reward creators who make the platform more valuable by bringing original ideas and perspectives to its conversations, highlighting the programme's core objective.

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X stated, "The Original Content Rewards Program is designed to reward the creators who start them, shape them, and move them forward," underscoring the importance of creators in driving the platform's conversations.