X is retiring its Revenue Sharing program and rolling out a replacement called Original Content Rewards, a move the company says addresses a fundamental misalignment in how creators were being compensated. The shift signals a strategic pivot toward rewarding originality rather than engagement volume.

What You Need to Know

The Original Content Rewards program replaces X's earlier Revenue Sharing model, which the company now considers misaligned with its goals. Under the new system, payouts will be tied to posts that qualify as original writing, images, or video rather than aggregated or repurposed material. The change affects eligibility criteria and payout calculations for participating creators, though exact financial terms have not been disclosed.

What the Program Change Entails

X confirmed that the Revenue Sharing program is being phased out entirely. Creators previously enrolled in that program will need to apply for Original Content Rewards to continue earnings. The company described the old program as misaligned because it rewarded posts that often did not represent original work from the account holder.

The new program focuses on content that X defines as original: posts that are created by the account holder and not simply reposted, quoted, or aggregated from other sources. Videos, long-form writing, and unique images are prioritized. X has not yet published full eligibility criteria but said the system will rely on automated detection and manual review.

Implications for Creators

For creators who built followings by curating or reposting popular content, the change represents a potential revenue loss. Those who produce original work, however, may see increased payouts as competition for the reward pool narrows. The move aligns X with platforms like YouTube and TikTok that already favor original creation.

  • Original content required: Posts must be created by the account holder, not reposted or aggregated.
  • Program migration: Existing Revenue Sharing participants must reapply under Original Content Rewards.
  • Payout formula revised: Rewards are tied to engagement on qualifying original posts rather than total reach.

Why This Matters

X is under pressure to retain creators who generate the platform's most valuable content. By eliminating a program that effectively subsidized curation, the company risks alienating power users who rely on reposting. But the long-term bet is that higher payouts for true originals will attract a different class of creator more likely to produce exclusive material that keeps users on the platform. If successful, Original Content Rewards could reshape the incentive structure of X and set a precedent for other social networks wrestling with content authenticity. If it fails, the platform may face a creator exodus.