- TikTok has raised creator revenue share in the U.S. and Canada to 90%, surpassing all other regions.
- The new model combines a 70% base share (after app store fees) with a 20% performance bonus tied to creator engagement metrics.
- This move comes as TikTok seeks to retain top North American talent amid ongoing scrutiny and competition from YouTube and Instagram.
- Eligibility requires 10,000 followers and 1 million monthly video views, ensuring bonuses reward established creators.
- The change positions TikTok as the most creator-friendly platform for paid subscriptions, doubling down on exclusive fan experiences.
TikTok is significantly boosting its creator payouts in North America, offering U.S. and Canadian creators up to 90% of subscription earnings, a move designed to cement the platform’s dominance as a monetization hub for digital talent.
The new revenue model, which began rolling out on October 1, 2025, dramatically raises the bar for creator earnings. Previously, TikTok offered a 50% base share of net subscription revenue globally, with an optional 20% performance bonus, bringing the total to 70%. Now, for creators in the U.S. and Canada, the base has increased to 70%, with the same performance bonus pushing potential payouts to a record 90%.
TikTok confirmed the update in an in-app announcement:
“From October 1st, North American and Canadian creators will receive 70% of the revenue share (after app store fees). You will also have a chance to receive an additional 20% bonus, bringing the maximum profit-sharing to 90%.”
A Strategic Push to Secure Creator Loyalty
The timing of the move is no coincidence. TikTok’s North American expansion follows months of uncertainty surrounding its potential U.S. ban and ownership restructuring. With prospects improving for continued operation, TikTok is reasserting itself as a safe, lucrative platform for creators to build long-term businesses.
By increasing the payout structure, TikTok is making a bold statement to creators who might otherwise migrate to YouTube’s Channel Memberships or Instagram Subscriptions, both of which offer revenue shares closer to 70%. The 90% figure is the highest among major social platforms, signaling a shift toward creator-first economics as TikTok doubles down on loyalty and retention.
The company’s strategy also extends to improving the “superfan subscription” model, which allows creators to monetize exclusive access through live streams, private chats, or behind-the-scenes content. These subscription-based communities are quickly becoming central to TikTok’s ecosystem — turning fans into paying supporters and creators into micro-businesses.
How the Bonus System Works
To qualify for the full 90% share, creators must meet key performance metrics. TikTok specifies that eligibility depends on:
- Having at least 10,000 followers; and
- Reaching 1 million video views in the previous calendar month.
Creators meeting these thresholds will receive the base 70% share, with the extra 20% bonus awarded based on engagement performance and audience activity.
TikTok’s documentation suggests that the additional bonus may be tied to specific “creator challenges” or growth milestones, similar to previous seasonal incentive programs used to boost posting frequency and livestream volume.
Global Disparity and Competitive Implications
Outside North America, TikTok’s subscription revenue remains capped at 70%, a figure that already places it among the more generous global platforms. However, the 90% cap in the U.S. and Canada represents a notable differentiation — and a message to Western markets that TikTok is committed to deepening its creator relationships.
This approach reflects a broader trend in the social media economy. With short-form video platforms increasingly competing for creator mindshare, financial incentives are becoming the deciding factor in where talent chooses to invest their energy. By offering near-total revenue retention, TikTok effectively positions itself as the most profitable platform per paying subscriber.
Industry analysts see this as a tactical move to counter YouTube Shorts’ momentum and attract high-profile creators seeking diversified income streams. The strategy may also strengthen TikTok’s advertising pipeline, as engaged creators drive higher retention, watch time, and brand integrations.
The Bigger Picture: Creator Monetization Arms Race
TikTok’s 90% revenue share is more than a payout update — it’s part of a larger recalibration of creator economics. The platform is increasingly framing itself not just as a discovery engine for virality, but as a sustainable income generator for full-time creators.
Since the rollout of TikTok Subscriptions in 2022, the company has steadily expanded access beyond Live creators to include non-Live creators, giving influencers, educators, and performers new ways to build recurring revenue. Now, with the higher payout threshold, TikTok is signaling confidence in the model’s scalability — and betting that high-earning creators will drive a new era of in-app loyalty.
While eligibility requirements remain steep, TikTok’s gamble is clear: Reward top performers, encourage consistent posting, and make subscriptions an integral part of the creator business model.
If successful, the 90% revenue share could mark a turning point — one where TikTok transitions from a trend incubator to a full-fledged creator economy powerhouse.
