X Cuts Payouts to Clickbait Aggregators

X Cuts Payments to Clickbait Aggregators, Says Head of Product

X is reducing payouts to accounts that "flood the timeline" with rapid-fire news aggregation and clickbait, according to head of product Nikita Bier. The platform plans stepped reductions aimed at creators who rely on mass reposting and habitual "BREAKING" tags.

What X announced

Bier wrote that "[a]ll aggregators had their payouts reduced to 60% this cycle" and that those accounts will see another 20% reduction in the next pay cycle. He also singled out "habitual bait posters who use '🚨BREAKING' on every post" for lower payments.

"It became abundantly clear: flooding the timeline with 100 stolen reposts and clickbait every day crowded-out real creators and hurt new author growth," Bier said.

He added: "X will never infringe on speech or reach — but we will not compensate for manipulation of the program or our users."

Creators respond

The move followed reports that several conservative news accounts received emails stating their monetization had been reduced or removed. Dominick McGee (Dom Lucre), a creator with 1.6 million followers, said he lost monetization again without explanation. McGee has a history of posting controversial content and said he previously earned around $55,000 a year from the platform.

McGee criticized the policy, arguing X is listening to "the complaints of people that have no goal in creating on this app." He admitted that labeling every post "BREAKING" can be clickbait, but said only a small fraction of his hundreds of posts are truly breaking. Community notes, however, pointed to frequent use of "BREAKING"—91 instances in one week.

Other creators also fear being caught up in the crackdown. An account named PoliMath said they saw a low payout and worried they were misclassified as an "aggregator," despite claiming not to be one. The account acknowledged a paid partnership with Kalshi.

Debate over X's value and reach

The policy change arrived amid renewed debate about X's utility as a traffic driver. Data analyst Nate Silver said it's become harder to send readers from X to other sites and noted the dominance of right-wing accounts on the platform. Silver called the ecosystem "broken." Bier disputed Silver's data and Elon Musk labeled some of Silver's posts "bullshit," though other analyses have supported Silver's observations.

Why this matters for creators and gaming news publishers

Creators and publishers that rely on aggregation or frequent reposting should reassess strategy. Platforms like X now reward original reporting, timely commentary, and unique audience engagement. This change particularly affects verticals such as gaming news, where fast reposts, highlights, and clip aggregation previously generated traffic and revenue.

• Gaming news publishers that syndicate clips or aggregate headlines may see reduced payouts.
• Original reviews, developer interviews, and exclusive gameplay footage are more likely to retain or increase monetization.
• Creators should label truly breaking updates accurately to avoid penalties and preserve trust.

Practical steps for affected creators

1. Audit your posting habits: track reposts, headlines labeled "BREAKING," and frequency.
2. Increase original content: interviews, analysis, and unique clips attract clearer value.
3. Diversify distribution: build email lists and post to other platforms to reduce reliance on X payouts.
4. Engage transparently: explain to followers when posts are opinion, aggregation, or original reporting.

As X refines its payout program, creators across niches—including gaming news—should adapt to an environment that favors originality over volume-driven aggregation.

Anthony Ha is TechCrunch's weekend editor. Contact: [email protected].