X is preparing to end its existing Creator Revenue Sharing program and replace it with a new monetisation system designed to put greater emphasis on original content, marking another major change to the platform’s strategy for supporting creators.
The social media company is expected to discontinue the current Revenue Sharing model on September 7, 2026, with its replacement, Original Content Rewards, taking effect on September 8. Under the new system, creators will earn based on qualified impressions generated by original posts viewed by X Premium subscribers.
The change comes after months of adjustments to X’s creator economy. Earlier this year, the company said it had more than doubled the Revenue Sharing pool and changed its payout calculations to place greater weight on verified Home Timeline impressions. X said the objective was to reward content that genuinely reaches users and generates meaningful conversations.
However, the existing system has increasingly faced challenges involving reposted material, engagement farming and accounts attempting to exploit the platform’s monetisation rules. In July, X said it was taking stronger action against accounts that deliberately solicited engagement, while reports indicated that thousands of accounts had been removed from the programme.
X’s new approach is intended to address some of these problems by rewarding creators for producing material that is genuinely their own. Eligible content is expected to include original reporting and analysis, creator produced videos and photographs, graphics, illustrations and meaningful commentary or reactions. Simply reposting or repackaging someone else’s work will not receive the same treatment.
Allegra Jacchia, a senior product manager working on creators at X, said the company wants to “reward the creators who bring original ideas, expertise, creativity, and unique perspectives” rather than creators who have become skilled at exploiting weaknesses in the existing system.
The transition represents a significant shift in X’s creator strategy. Rather than primarily rewarding the volume of monetisable engagement, the platform is attempting to place greater value on originality, expertise and distinctive contributions to conversations.
For creators, the change could make the quality and ownership of content increasingly important to earning money on X. It also signals a broader challenge facing social platforms: designing monetisation systems that can encourage genuine creativity while limiting spam, copied content and artificial engagement.
The existing Revenue Sharing program will continue to make payouts through September 7, after which creators will move to the new Original Content Rewards framework.
