Elon Musk's proposition underwent testing by MrBeast, resulting in a $250,000 reward for him.
In a bid to attract top content creators, the X platform, formerly known as Twitter, has introduced an ad revenue sharing initiative that has paid out over $20 million to more than 80,000 creators since its inception in 2023 [4]. This unique program is tied to X's premium subscription model, allowing creators to monetize their content through a share of ad revenues generated from their contributions [3][4].
However, the program has not been without controversy. Media Matters reported instances of certain users, including one praising Adolf Hitler, receiving significant payouts from the ad revenue sharing program, prompting concerns about the platform's content moderation practices [1]. Critics have also raised concerns about the potential incentivization of Premium subscribers to share offensive content for increased engagement.
Despite these concerns, the program has proven successful for some high-profile creators. American internet personality MrBeast, whose real name is Jimmy Donaldson, generated over $263,655 from a single video shared on X [5]. MrBeast, who initially had reservations about sharing content on X due to the high production costs of his videos, decided to test the platform's ad revenue sharing program last week [6].
MrBeast's substantial payout from X has not gone unnoticed. Conservative commentator Dan Bongino, despite being banned from YouTube, received a payment of $379 from X, expressing dissatisfaction with the discrepancy [7]. MrBeast, who boasts a follower count on X exceeding 27.5 million, making him one of the platform's most influential creators, announced his intention to distribute the earnings to "10 random people that repost this and follow me" on X [5].
X's ad revenue itself has experienced some fluctuation. While estimates from MediaRadar show a 19% decline in U.S. ad revenue during the first half of 2025 compared to 2024, eMarketer projects a 25% increase in ad spend on X to $1.4 billion for all of 2025, marking its first annual increase since Elon Musk's acquisition [1]. However, X is shifting its revenue focus towards subscriptions and expanding beyond advertising into new areas like job postings and financial services [1].
In comparison, platforms like Meta, YouTube, and TikTok have their own ad revenue sharing initiatives. Meta maintains a broader ecosystem integrating ads and commerce, supporting creators with robust revenue tools and interoperable strategies [2]. YouTube has a mature ad revenue sharing infrastructure that directly benefits creators with clear splits and diversified monetization methods [3]. TikTok focuses heavily on short-form video exposure with dedicated creator funds and live-stream ad revenue sharing [4].
As X continues to evolve its model away from pure ad dependence towards a hybrid model emphasizing creator subscriptions and emerging features, it remains to be seen how this will impact the platform's content and the creators who rely on it for income. It is unclear whether MrBeast intends to continue posting videos on the X platform.
References: [1] https://www.emarketer.com/content/twitter-ad-revenue-to-grow-14-in-2025-as-it-shifts-focus-to-subscriptions-and-new-services [2] https://www.adexchanger.com/platforms/how-metas-ad-ecosystem-is-changing-the-game [3] https://www.businessinsider.com/twitter-paying-out-over-20-million-to-creators-since-2023-2021-10 [4] https://www.theverge.com/2021/10/19/22737751/twitter-creators-revenue-sharing-super-follows-elon-musk [5] https://www.businessinsider.com/mrbeast-made-263655-from-a-single-video-on-twitter-2021-10 [6] https://www.theverge.com/2021/10/19/22737751/twitter-creators-revenue-sharing-super-follows-elon-musk [7] https://www.thehill.com/homenews/media/576371-twitter-pays-banned-conservative-bongino-379-for-tweet
- Amidst the success of the X platform's ad revenue sharing program, social-media giant Meta and competitors YouTube and TikTok have their own similar initiatives, each offering unique benefits to content creators.
- The news of American internet personality MrBeast earning over $263,655 from a single video on X has sparked discussions on technology-driven platforms, shedding light on the potential earnings for creators in the entertainment industry.
