Elon Musk’s X is making significant changes in response to recent developments. After suing an ad industry group for boycotting its service, the company has decided to remove ads from its top subscription tier. The Premium+ subscription will now be completely ad-free, sparking discussions about how this shift will impact creator earnings through X’s ad revenue share program.
Last year, X (formerly known as Twitter) introduced an ad revenue-sharing program for global creators. This program allowed creators to monetize their accounts by displaying ads in the replies to their posts. While creators had the opportunity to generate revenue from engaging content, X imposed restrictions on what types of posts could be monetized. Posts featuring sexual content, violence, criminal activity, and other prohibited topics were not eligible for ad revenue sharing.
Upon launching the ad revenue-sharing program, X saw changes in its content, with more viral posts appearing on users’ feeds. Some creators reported substantial earnings, while others expressed caution about relying on X as a primary revenue source compared to other social media platforms.
Creators on X can share revenue from verified users’ organic impressions of ads only with a Premium or Premium+ subscription. The recent decision to make the Premium+ tier fully ad-free may not have a significant impact as these subscribers already experienced minimal ads in their feeds.
Elon Musk underscored the importance of the ad-free experience in the Premium+ subscription, emphasizing the value of users’ time. X’s Premium users also benefit from reduced ad exposure, reinforcing the company’s focus on improving user experience.
Despite facing challenges with advertisers, Musk is determined to explore alternative revenue streams for X, such as transitioning into a payments app. X faces competition from various platforms, including Meta’s Threads, Mastodon, and emerging startups, highlighting the evolving landscape of social media platforms.
