In a major shift for content monetization, X (formerly Twitter) is retiring its revenue-sharing program and replacing it with a new initiative called “Original Content Rewards.” The move, confirmed by multiple sources, will take effect on September 8, with the old system shutting down a day earlier on September 7. The change reflects Elon Musk’s ongoing effort to reshape the platform’s creator economy, cracking down on so-called “engagement farming” while rewarding original posts.

Under the new program, creators will need to clear a higher bar to earn money. According to details shared by The Verge and other outlets, eligible creators must have at least 500 verified followers and at least 500,000 Home Timeline impressions from verified users in the last 90 days. These thresholds signal a clear departure from the previous revenue-sharing model, which had undergone multiple revisions since its launch in 2023 under Musk’s leadership.

What Counts as “Qualified Impressions”?

Payouts will be calculated based on “qualified impressions” on original content. X defines these as unique impressions from Premium subscribers on the Home Timeline feed, where at least 50% of the post is visible. This means replies, quote posts, or content that appears in other surfaces may not generate revenue unless they meet these criteria.

The definition of “original content” is central to the new program. X appears to be targeting accounts that repost, aggregate, or produce low-effort engagement bait. In contrast, creators who produce unique commentary, breaking news, or original media are expected to benefit. As one report from Android Headlines put it, the overhaul is “a focus on original content over engagement farming.”

“The old program was misaligned with our goals,” an X spokesperson said, as reported by MSN. “Original Content Rewards is designed to better support creators who genuinely add value to the platform.”

Eligibility and Payout Mechanics

To participate, creators must also meet other undisclosed requirements, but the key publicly known criteria are clear:

• At least 500 verified followers (i.e., subscribers to X Premium or organizations verified via X’s identity program).
• At least 500,000 impressions from verified users on the Home Timeline in the last 90 days.
• Content must be original and not primarily aggregated, reposted, or engagement-bait.
• Earnings accrue only from qualified impressions—unique views by Premium subscribers on the Home Timeline where 50% or more of the post is visible.

The program will apply to posts made after the launch date. Whether creators can retroactively earn from existing content remains unclear, but most reports suggest only new posts will be eligible. X has yet to announce the exact revenue share percentage or payout thresholds, though earlier versions of the program shared ad revenue with creators based on impressions.

Why the Change Now?

Since Musk acquired the platform in late 2022, X has struggled to build a sustainable creator monetization ecosystem. The original revenue-sharing program, introduced in mid-2023, was criticized for low payouts, opaque eligibility, and shifting rules. Creators frequently complained that even millions of impressions yielded only paltry sums. The new program appears to be an attempt to simplify the model while stamping out accounts that game the system.

Some outlets, like Tuko, framed the announcement as “tough time for engagement farmers,” noting that accounts which rely on recycled viral posts will no longer earn. Others, like The Next Web, highlighted that the replacement “only pays for original content,” a move that could reshape content strategy across the platform.

Reactions from the Creator Community

Reactions have been mixed. Large creators with established audiences and high engagement may find the new thresholds easy to meet, but smaller and medium accounts could be squeezed out. Critics argue that requiring 500,000 impressions every 90 days is a high bar, especially for niche communities. Proponents counter that it ensures payouts go to creators who actually generate traction and value.

The program also raises questions about X’s broader strategy. By tying payouts to Premium subscriptions, X incentivizes creators to promote its $8/month subscription tier. This is consistent with Musk’s push to grow Premium revenue, but it may also make monetization dependent on the platform’s paid user base rather than overall reach.

What’s Next for X Creators?

With the old system ending on September 7, creators have just days to adapt. For those who qualify, the new program offers a cleaner, more predictable path to earnings—provided they focus on original content. For others, the message is clear: adapt to X’s vision or find alternative platforms.

As X continues to evolve under Musk’s leadership, this change is likely to be another experiment in a long series. Whether Original Content Rewards will succeed where its predecessor failed remains to be seen, but one thing is certain: the era of reposting your way to revenue on X is over.