Creator payouts drop sharply after TikTok U.S. sale
*Since TikTok’s $14 billion U.S. sale in January (2026), creators have reported sudden drops in income, attain, and engagement. The brand new possession group—TikTok USDS Joint Enterprise LLC—is backed by Oracle, Silver Lake, and MGX, with ByteDance now holding a minority share underneath 20%.
The change was made to keep away from a nationwide ban and tackle safety issues. However many U.S.-based creators say the transition has come at a price. RPMs (income per thousand views) have “cratered,” with some calling the Creator Rewards Program “principally useless.”
Engagement and development decline throughout the platform
Creators throughout TikTok, Reddit, and X (previously Twitter) are sharing screenshots of stalled development and movies titled issues like “TikTok Pay Crash 2026.” Posts describe content material underperforming and earnings drying up. One consumer wrote, “Ever because the U.S. takeover, it looks like we’re being pushed out.”
Some creators blame the algorithm, which is being retrained utilizing solely U.S. consumer information saved on Oracle’s servers. This course of could also be disrupting advice patterns and visibility, particularly for content material tied to activism, politics, or world points.
New algorithm and information shift blamed for volatility
As a part of the sale, TikTok agreed to retrain its “For You” algorithm on U.S.-based information, with Oracle now storing all U.S. consumer data. The retraining is ongoing and should clarify why some creators are dropping attain or seeing unpredictable efficiency.
Moderation insurance policies have additionally modified. With a give attention to “belief and security,” stricter enforcement could also be sidelining sure content material varieties—particularly posts that after thrived on reply-chains, edgy traits, or controversial subjects.
Monetization feels damaged for a lot of small creators
The commonest grievance is plummeting payouts. Creators say RPMs have fallen considerably since early January. Some report making just some {dollars} on content material that after earned lots of. Many are asking if TikTok’s Creator Rewards system is even value it anymore.
On the similar time, TikTok is pushing ahead with options like TikTok Store. Analysts anticipate U.S. e-commerce by means of the app to hit $23 billion this yr, suggesting a spotlight shift towards product-driven creators and affiliate sellers.
Platform feels slower, filtered, and extra regulated
Some creators have additionally seen modifications in how the app features. Experiences point out slower load instances, crashes, and an general “heavier” really feel. These points could also be tied to backend modifications underneath Oracle’s infrastructure and new content material filters.
There are rising fears that moderation might now lean extra conservative. With Oracle founder Larry Ellison’s political ties within the highlight, activists fear sure voices—particularly pro-Palestinian or anti-genocide creators—may face algorithmic suppression.
Blended reactions: purge or platform drawback?
Whereas many creators are upset, some argue the platform is filtering out spam and low-effort content material. E-commerce creators and people with loyal audiences say their efficiency has stayed regular and even improved.
Some entrepreneurs view this shift as a “reset” that rewards genuine, partaking storytelling over viral gimmicks. Nonetheless, for creators who relied on the previous algorithm’s attain, the drop has been extreme—and sudden.
What creators can do in response
Specialists advise creators to diversify their platforms. Cross-posting to YouTube Shorts, Instagram Reels, or FanBase might help cut back dependency on TikTok. Specializing in high-quality, emotionally resonant content material can also improve visibility underneath the brand new moderation system.
Monitor analytics intently to establish what nonetheless performs post-sale.
Lean into TikTok Store if you happen to promote merchandise or can affiliate.
Interact extra with followers to drive natural interplay.
Restrict reliance on TikTok-only earnings whereas payouts stay low.
Whereas the complete affect of the possession change continues to be unfolding, many creators really feel the app’s golden period is ending. Whether or not this new part advantages long-term customers—or pushes them away—will rely upon how TikTok adapts within the months forward.
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