"In a December exchange flagged by outlets including WatcherGuru, Musk responded to an X user who argued that the platform should "crank creator payouts way way way way up" and "maybe even more than YouTube" by replying, "Ok, let's do it," and looping in X head of product Nikita Bier. That short reply carried an important qualifier. Musk added that the platform would have to "rigorously" enforce rules against "gaming of the system,""
"In earlier comments to Bier, Musk acknowledged that X is "underpaying and not allocating payment accurately enough," and bluntly conceded that "YouTube does a much better job," which is about as clear as it gets on where he believes X stands today."
"After about a week, he shared a screenshot showing roughly 156 million impressions, more than 5 million engagements and $263,655 in ad revenue. Then he undercut the headline number himself. In the same post, MrBeast wrote "MY FIRST X VIDEO MADE OVER $250,000!" and immediately called that figure "a bit of a facade," explaining that advertisers "saw the attention it was getting and bought ads on my video," which likely pushed his revenue per view far above what a typical creator would see."
X plans to increase creator payouts, potentially exceeding YouTube in some cases, to compete directly with Alphabet's streaming service. Elon Musk signaled support and involved X product head Nikita Bier, but emphasized rigorous enforcement against gaming of the engagement‑driven ad‑share program. Musk conceded that X is underpaying and not allocating payments accurately and said YouTube does a much better job. High-profile creator MrBeast tested X by posting an existing YouTube video and reported large impressions and ad revenue, but noted advertiser behavior likely inflated his per‑view revenue compared with typical creators. Payout allocation and anti‑gaming measures remain central challenges.
Read at Bellingham Herald
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