X is launching a new revenue model for creators next month, called the Original Content Rewards Program, that will reward creators who produce “original, high-quality content” that is a reflection of their creativity and expertise, according to the official announcement.SpaceXAI execs told Digiday they consider it the “year of the creator,” which is why they’re making changes to its revenue program in an attempt to court them.
But X’s creator program faces a challenge in winning over creators with a feed that can be controversial, which media buyers and creator agents say diminishes its creator and advertising value compared to other platforms
Digiday spoke with a media buyer, two management agency execs, and two online media execs, most of whom said that X hasn’t been top of mind.
“The goal is to reward the creators that bring new ideas and new content, and focus on quality over quantity,” said Allegra Jacchia, creator product lead at SpaceXAI (xAI was absorbed into aerospace manufacturer SpaceX in 2026 to make SpaceXAI, operating in AI development and social media).
The model is a change from the current revenue share program (that launched in July 2023) where any X user with a premium subscription, 5 million organic impressions accumulated over three months, and at least 500 verified followers could earn money on the platform — even if they’re regurgitating someone else’s content, aggregating news, or purposefully ruffling feathers (otherwise known as farming engagement or ragebaiting).
