At the Creator Summit 2025, TikTok unveiled a major revamp to its monetization program, promising creators a significantly larger slice of the revenue pie. The platform announced plans to increase creators' base revenue share to 70% from ad-related earnings, with an additional 20% bonus on top for those meeting specific performance thresholds. This move aims to empower top-performing creators and could reshape the influencer economy on the app.
Key Details of the New Model
The updated program introduces a two-tiered structure designed to reward consistency and exclusivity:
- Base Revenue Share: Eligible creators will receive 70% of the income generated from their content, a substantial jump from previous models.
- Performance Bonus: An extra 20% bonus can be unlocked by fulfilling these criteria in the past month:
- At least 10,000 followers.
- A minimum of 100,000 views across videos.
- At least three exclusive videos (content not posted elsewhere).
These exclusives are a strategic push by TikTok to keep high-quality, original content locked within its ecosystem, potentially drawing creators away from cross-posting on rivals like Instagram Reels or YouTube Shorts.
Regional Rollout and Current Status
For now, the new monetization framework is live only in the United States and Canada, where TikTok is testing the waters with its most mature markets. The company has committed to a global expansion, stating that the program will "launch everywhere" in the coming phases, though no specific timeline was provided.
In other regions, the legacy system remains in place:
- Creators earn 50% from subscription-based revenue (such as LIVE Gifts or TikTok Shop affiliations).
- Bonuses are still available, which can push the effective share up to 70% for high achievers.
This phased approach allows TikTok to refine the model based on early feedback while maintaining stability for its international user base.
Why the Change Matters
TikTok's decision comes amid intensifying competition in the short-form video space. Platforms like YouTube have long offered generous revenue splits (up to 55% on ads, plus Shorts-specific funds), and Instagram has experimented with bonus programs. By boosting payouts to potentially 90% (70% base + 20% bonus), TikTok is signaling a creator-first philosophy to retain talent and attract new influencers.
Industry analysts suggest this could accelerate professionalization on the platform. Mid-tier creators hitting the 10K follower mark now have a clearer path to sustainable income, especially if they prioritize TikTok-exclusive content. However, the high bar for bonuses—requiring 100K monthly views and multiple exclusives—may exclude smaller or niche creators, potentially widening the gap between viral stars and everyday users.
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Looking Ahead
TikTok's monetization pivot is a bold bet on creator loyalty in a crowded market. As the program expands globally, it could set a new standard for revenue sharing in social media.
Creators worldwide are watching closely: Will this lead to a surge in exclusive content, or will regional disparities spark frustration?
For now, U.S. and Canadian influencers meeting the criteria should see fatter payouts starting immediately. The rest of the world waits for the green light - stay tuned for updates as TikTok rolls out what could be its most creator-friendly era yet.
