TikTok Boosts Creator Revenue Share to 90% in Bid to Retain Top Talent
TikTok has made a significant move to retain top North American talent by increasing its revenue share for creators to 90%. This shift, effective October 1, 2025, could mark a turning point for TikTok, positioning it as a creator economy powerhouse.
The new model combines a base share of 70% with a 20% performance bonus, making it the highest among major social platforms. To qualify for the full 90% share, creators must meet key performance metrics, including having at least 10,000 followers and reaching 1 million video views in the previous calendar month. This move is a strategic push by TikTok to secure creator loyalty and improve its subscription model. TikTok seeks to differentiate itself as the most creator-friendly platform for paid subscriptions, offering a more sustainable income source for full-time creators.
TikTok's 90% revenue share is part of a larger recalibration of creator economics. By offering a more lucrative deal to top-tier creators, TikTok aims to retain its talent and compete effectively with other platforms like YouTube and Instagram. This change signals a commitment to supporting creators and positioning TikTok as a sustainable income generator in the creator economy.
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