"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," a pointed reference to the engagement‑driven ad‑share program."
"When Jimmy Donaldson decided in early 2024 to upload an existing YouTube hit, "$1 vs $100,000,000 Car!," directly to X, he did it as a test: "I was curious how much ad revenue a video on X would make." After about a week, he shared a screenshot showing roughly 156 million impressions, more than 5 million engagements and $263,655 in ad revenue."
Elon Musk publicly backed a plan for X to raise creator payouts and potentially pay more than YouTube in some cases. Musk said the platform must rigorously enforce rules against gaming of the system to curb incentives that produced clickbait and reply‑bait under the engagement‑driven ad‑share program. Musk acknowledged X is underpaying and not allocating payment accurately, conceding that YouTube does a much better job. Jimmy Donaldson (MrBeast) uploaded a YouTube hit to X as a test, reported roughly 156 million impressions, over 5 million engagements and about $263,655 in ad revenue, while noting advertisers likely inflated that result.
Read at Bradenton Herald
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