X paid over $50 mn in ad sharing to 150K creators

Elon Musk-run X has paid more than $50 million in ad sharing to creators on its “video-first” platform, its CEO Linda Yaccarino has announced.

When Twitter was acquired by Musk in October 2022, it was basically a 140-character messaging app.

“Now, less than 18 months later, it is a ‘video-first’ platform, and part of what's driving that success is inviting creators onto our platform,” said Yaccarino.

At the time of its $44 billion acquisition, there were about 3,500 creators on the platform.

“Now, our video capabilities have become so sophisticated that we've probably got over 150,000 creators on the platform and paid out over $50 million in ad-sharing relationships with those creators,” she informed.

The X platform is inviting more and more creators to give its 600 million monthly active users (MAUs) “the ultimate experience”.