Elon Musk’s X announced on Thursday an overhaul of its Creator Subscriptions with features like exclusive threads, an updated paywall, a new dashboard, and a shareable subscriptions card. These enhancements are designed to help creators attract more fans and deliver improved experiences, as X aims to compete in the creator economy with platforms like Instagram, TikTok, YouTube, and Facebook.
X also introduced the “Paid Partnership” label for posts incentivized by third parties. A significant addition is “exclusive threads,” allowing creators to monetize posts directly on X. Subscriber-only content will now appear in the main profile feed instead of a separate tab. New marketing tools include a shareable Subscriptions card and a dashboard for tracking earnings, subscriber insights, and growth tools.
X refined its subscription process with a refreshed paywall highlighting subscription benefits and a quicker two-step onboarding process. Allegra Jacchia, from X’s Creators Product team, emphasized their focus on supporting creators with tools for sustainable income and deeper audience connections.
Additionally, the “Paid Partnership” label helps creators comply with X’s ad labeling policies without hashtags. X’s Creator Revenue Sharing program, launched globally in 2023, enables revenue generation from popular posts but has faced criticism for promoting sensational content. Nonetheless, top creators like stock analysts @Banana3Stocks and @Jake_Wujastyk have thrived on the platform.
Over $45 million has been paid to creators, and the revenue pool for 2026 has increased due to X’s Premium subscription growth. Recent creator screenshots suggest increased payouts, and X has invested in promoting long-form articles with a $1 million campaign.
This week, X also began beta testing its stand-alone app, XChat, and payments service X Money. Creators face suspension from the revenue-sharing program for posting unlabeled AI videos of armed conflicts. X’s creator attraction efforts predate Musk’s acquisition, but the majority of its revenue still comes from advertisers, not subscriptions or creator content.