X has announced the discontinuation of its Revenue Sharing programme, replacing it with a new Original Content Rewards initiative designed to compensate creators specifically for producing original material on the platform.
The shift marks a significant change in how the social media giant monetizes user engagement, moving away from a model that distributed ad revenue based on general engagement metrics toward one that directly rewards content creation.
The move comes shortly after X and the World Federation of Advertisers (WFA) settled litigation in late July regarding an alleged advertiser boycott linked to the platform's content policies.
That resolution helped stabilize the company's advertising relationships, but the new rewards programme suggests X is still recalibrating its approach to creator economics.
By focusing on original content, the platform aims to reduce reliance on reposted or derivative material, which has long been a point of contention among advertisers and brands concerned about brand safety and content quality.
For investors and market observers, the pivot underscores X's ongoing efforts to diversify its revenue streams beyond traditional advertising.