X updates revenue sharing to prioritise local engagement

X has announced a change to its revenue-sharing policy aimed at reducing incentives for users who target audiences in countries where they do not reside. The update, confirmed by the company’s Head of Product Nikita Bier, will place greater emphasis on engagement generated within a user’s home region rather than from global audiences.

Starting Thursday, we'll be updating our revenue sharing incentives to better reward the content we want on X:

We will be giving more weight to impressions from your home region—to encourage content that resonates with people in your country, in neighboring countries and people…

— Nikita Bier (@nikitabier) March 25, 2026

The move is part of a broader effort to encourage more locally relevant content across the platform. Bier said the revised system is designed to “encourage content that resonates with people in [the user’s] country, in neighbouring countries and people who speak [their] language.” The policy change is expected to reshape how creators approach content, particularly those who have previously focused on topics popular in larger markets such as the United States and Japan.

The United States and Japan remain the platform’s largest user bases, making them key targets for content creators seeking to maximise engagement and revenue. By adjusting how earnings are calculated, X appears to be rebalancing incentives and promoting a more regionally diverse ecosystem. The company has not disclosed detailed metrics behind the update, but indicated that geographic relevance will play a significantly larger role.

Shift aims to address misleading location practices

The policy adjustment follows growing concerns about users misrepresenting their location to gain traction with audiences in high-engagement regions. Although Bier did not directly reference specific incidents, the issue has been widely discussed since late last year, when X introduced a transparency feature that revealed user locations.

That feature exposed several high-profile accounts that appeared to focus heavily on United States politics while claiming or implying they were based in the country. Many of these accounts had built substantial followings, generating millions of likes, views and reposts. However, the transparency update showed that some were actually operating from countries such as India, Kenya, and Nigeria.

These revelations raised questions about authenticity and the integrity of discussions on the platform. Content centred on US political discourse has proven especially lucrative due to the scale of engagement it attracts. By shifting revenue incentives, X aims to reduce the appeal of producing content primarily for foreign audiences for financial gain.

Bier acknowledged the global interest in US politics but suggested that the company wants to discourage what he described as “gaming the attention of US or Japanese accounts”. The new approach is intended to make it less financially rewarding for users to focus disproportionately on topics that do not reflect their local context or lived experience.

Focus on building regionally relevant communities

X has framed the change as part of a broader vision to create a more balanced, locally meaningful platform. Bier said, “X will be a much richer community when there are relevant posts for people in all parts of the world.” The company believes that encouraging users to share content rooted in their own regions will improve the quality and diversity of discussions.

The shift, however, may present challenges for users in countries with smaller audiences on the platform. In response to concerns raised by one user about limited earning potential in such regions, Bier suggested that creators focus on sharing everyday experiences rather than attempting to appeal to distant audiences. This reflects a broader push towards authenticity and local storytelling.

Despite the changes, X has made it clear that users are still free to engage with global topics. Bier noted, “Of course, you’re welcome to continue chiming in on American politics. We won’t send money overseas for that content.” This indicates that while participation in international conversations remains open, financial rewards will increasingly depend on regional relevance.

The updated revenue-sharing policy is set to take effect on 26 March. As it rolls out, its impact on content trends and creator behaviour will likely become clearer. Industry observers will be watching closely to see whether the changes succeed in reducing misleading practices while fostering stronger local communities across the platform.