Observed Signal · Aug 4, 2023 · Policy Update · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
X Improves Creator Subscriptions Deal and Revenue Share
X has updated the terms for its Creator Subscriptions, offering a more favorable revenue share and new thresholds. The change, announced by CTO Elon Musk, states that after twelve months X will only keep 10% of earnings if a creator’s payout exceeds $100,000; the first 12 months remain free. Creators can set subscription prices of $2.99, $4.99, or $9.99 per month following a relaunch in April. Eligibility requirements include being at least 18 years old, having at least 10,000 followers, posting a minimum of 25 posts in the last 30 days, and no prior violations of ad guidelines. The article notes that Apple and Google typically take 30% of in-app subscription revenue, and Musk plans to discuss a potentially better deal with Apple CEO Tim Cook. The broader context references Meta’s past monetization efforts and Musk’s ambition to attract top creators and build a global marketplace on X.
Policy update to Creator Subscriptions monetization on X; moderate impact on creators and platform economics.
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Key Takeaways & Evidence Grounding
- X updated Creator Subscriptions terms to adjust the revenue share and apply a $100,000 payout threshold after 12 months.
- First 12 months of Creator Subscriptions remain free for all creators.
- Creators can set monthly subscription prices of $2.99, $4.99, or $9.99.
- Eligibility requires 18+, at least 10,000 followers, 25 posts in the last 30 days, and no past ad-policy violations.
- Elon Musk plans to discuss a potentially better deal with Apple CEO Tim Cook; Apple and Google are expected to continue taking 30% of in-app subscription revenues.
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X Enhances Creator Subscriptions with Exclusive Features
X announced a refresh of its Creator Subscriptions product, adding features including exclusive threads, a refreshed subscriptions paywall, a shareable subscriptions card, and a new creator dashboard with earnings and analytics. The update also highlights X’s recently launched "Paid Partnership" label for labeled sponsored posts and faster onboarding with a two-step subscription setup and sped-up application reviews. X said its Creator Revenue Sharing program has paid out more than $45 million to creators to date and that the revenue pool for 2026 has been more than doubled due to Premium subscription growth. The changes arrive alongside other X initiatives such as beta tests for XChat and X Money and updated content moderation rules for unlabeled AI videos depicting armed conflict.
Threads tests Gems to honor valuable posts daily
Threads is testing a new feature called Gems, which awards up to 25 outstanding conversations daily with a visible diamond badge. The selection is algorithm-based, focusing on originality, timeliness, and authentic discussion, regardless of follower count. Posts or direct replies qualify, but reposts and content cross-posted from Instagram are excluded. The feature is currently limited to public US-based accounts of users aged 18 and older, though the badges are visible globally, including in Germany. Recipients get a notification and can share the badge. Users can hide the label if desired. Initial hints appeared in August via app researcher Alessandro Paluzzi. Threads aims to encourage original and engaging content, with no negative impact on reach for non-recipients.
Meta Bans TikTok Ads on Its Platforms in Multiple Regions
Meta has banned advertisements and paid marketing messages for TikTok, owned by ByteDance, on its platforms in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam, effective October 8, 2026. The ban applies to both direct ByteDance ads and third-party campaigns linking to TikTok or other ByteDance services. Meta spokesperson Chris Sgro confirmed the move, citing standard practice to avoid supporting competitors. This intensifies rivalry between the social media giants, both designated as gatekeepers under the EU's Digital Markets Act. The ban excludes EU countries, but raises questions about cross-platform advertising. It follows Meta's $16.7 billion settlement with US states over youth safety, which requires TikTok and YouTube to implement similar safeguards, suggesting a strategic pressure tactic.
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