X revamps creator subscriptions with new monetization tools

On Thursday, X announced a revamp of its Creator Subscriptions offering, introducing a suite of new features designed to help creators monetize directly on the platform. The updates are part of X’s push to become a larger player in the creator economy, where it competes with platforms like Instagram, TikTok, YouTube, and Facebook. The company believes these updates will allow creators to attract more fans and provide better experiences.

The new features include:

• Exclusive threads: A tool allowing creators to monetize posts directly on X, letting them tease the value of a thread in a parent post and allowing audiences to subscribe directly to the conversation.
• A refreshed dashboard: A tool for creators to track earnings alongside subscriber insights and access built-in growth tools.
• A refreshed paywall: A setup where creators can highlight the benefits of their subscriptions.
• Shareable subscriptions cards: A promotional tool that can be shared on X to market content.

“We are doubling down on creators, the platform’s most influential experts, thought leaders, and voices, by investing in tools that enable sustainable incomes and deeper connections with their audiences,” said Allegra Jacchia, Creators Product at X.

To encourage adoption, X is streamlining its onboarding process for setting up subscriptions to just two steps and speeding up application review times. The platform is also highlighting its financial commitment to the sector. According to Grok, X’s integrated AI assistant, the company has paid out more than $45 million to creators to date. Grok also stated that for 2026, the company has more than doubled the revenue pool available due to the growth of X’s Premium subscriptions, a claim confirmed by an X spokesperson. This follows a trend from January, when some creators posted screenshots of their earnings suggesting payouts had increased, and a recent $1 million campaign pushing creators to try long-form articles.

However, X’s expansion into creator monetization comes alongside ongoing scrutiny of its content policies and payout structures. The Creator Revenue Sharing program, which launched globally in 2023, allows creators to generate income from popular posts. While X notes that some of its top creators include stock traders like @Banana3Stocks and @Jake_Wujastyk, some have criticized the program’s design, saying it incentivizes creators to post sensationalized content, including clickbait or ragebait. Additionally, the platform recently announced it would suspend creators from the revenue-sharing program if they post unlabeled AI videos depicting armed conflict.

Why it matters

X is attempting to pivot its business model to rely less on traditional advertising by deepening its integration into the creator economy, directly challenging established platforms like Instagram and TikTok.