X launches Original Content Rewards, replacing revenue sharing

X is shutting down its existing Revenue Sharing program and replacing it with a new Original Content Rewards system.

The move comes after years of criticism that the old program unfairly favored large creators and didn’t align revenue with real engagement. Creators have long complained that bots and spam accounts inflated view counts, making payouts unreliable. X, formerly Twitter, has struggled to monetize content since Elon Musk’s takeover in 2022. The platform has shifted from traditional ads to user-driven revenue models, but creators say the current system lacks transparency and fairness.

Under the old program, creators earned money based on ad impressions and engagement. But payouts were often delayed or inconsistent, leaving many feeling shortchanged. The new Original Content Rewards will focus on paying creators directly for high-quality, original posts. Users will need to apply, and eligibility will depend on factors like originality and engagement quality. X hasn’t shared details on payment amounts or timelines, but the shift signals a push to reward real content over viral spam.

What happens next is unclear. Creators are waiting to see if the new system will actually pay out fairly. If it fails, X risks losing more of its creator base to competitors like TikTok and YouTube. The company has been cutting costs and laying off staff, which doesn’t inspire confidence. But if the rewards program works, it could help X rebuild trust with creators and attract new ones. The success or failure of this change may determine whether X can stabilize as a platform—or fade further into irrelevance.