TikTok Payouts Crash After U.S. Sale, Creators Speak Out

March 22, 2026 Monkey 3 Views 0 Comments

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 revenue, reach, and engagement. The new ownership group—TikTok USDS Joint Venture LLC—is backed by Oracle, Silver Lake, and MGX, with ByteDance now holding a minority share under 20%.

The change was made to avoid a national ban and address security concerns. But many U.S.-based creators say the transition has come at a cost. RPMs (revenue per thousand views) have “cratered,” with some calling the Creator Rewards Program “basically dead.”

Engagement and growth decline across the platform

Creators across TikTok, Reddit, and X (formerly Twitter) are sharing screenshots of stalled growth and videos titled things like “TikTok Pay Crash 2026.” Posts describe content underperforming and earnings drying up. One user wrote, “Ever since the U.S. takeover, it feels like we’re being pushed out.”

Some creators blame the algorithm, which is being retrained using only U.S. user data stored on Oracle’s servers. This process may be disrupting recommendation patterns and visibility, especially for content tied to activism, politics, or global issues.

New algorithm and data shift blamed for volatility

As part of the sale, TikTok agreed to retrain its “For You” algorithm on U.S.-based data, with Oracle now storing all U.S. user information. The retraining is ongoing and may explain why some creators are losing reach or seeing unpredictable performance.

Moderation policies have also changed. With a focus on “trust and safety,” stricter enforcement may be sidelining certain content types—especially posts that once thrived on reply-chains, edgy trends, or controversial topics.

Monetization feels broken for many small creators

The most common complaint is plummeting payouts. Creators say RPMs have fallen significantly since early January. Some report making just a few dollars on content that once earned hundreds. Many are asking if TikTok’s Creator Rewards system is even worth it anymore.

At the same time, TikTok is pushing forward with features like TikTok Shop. Analysts expect U.S. e-commerce through the app to hit $23 billion this year, suggesting a focus shift toward product-driven creators and affiliate sellers.

Platform feels slower, filtered, and more regulated

Some creators have also noticed changes in how the app functions. Reports mention slower load times, crashes, and an overall “heavier” feel. These issues may be tied to backend changes under Oracle’s infrastructure and new content filters.

There are growing fears that moderation may now lean more conservative. With Oracle founder Larry Ellison’s political ties in the spotlight, activists worry certain voices—especially pro-Palestinian or anti-genocide creators—could face algorithmic suppression.

Mixed reactions: purge or platform problem?

While many creators are upset, some argue the platform is filtering out spam and low-effort content. E-commerce creators and those with loyal audiences say their performance has stayed steady or even improved.

Some marketers view this shift as a “reset” that rewards authentic, engaging storytelling over viral gimmicks. Still, for creators who relied on the old algorithm’s reach, the drop has been severe—and sudden.

TikTok logo breaking into pieces over a graph showing dropping earnings – via eurAI

What creators can do in response

Experts advise creators to diversify their platforms. Cross-posting to YouTube Shorts, Instagram Reels, or FanBase can help reduce dependency on TikTok. Focusing on high-quality, emotionally resonant content may also increase visibility under the new moderation system.

Track analytics closely to identify what still performs post-sale.
Lean into TikTok Shop if you sell products or can affiliate.
Engage more with followers to drive organic interaction.
Limit reliance on TikTok-only income while payouts remain low.

While the full impact of the ownership change is still unfolding, many creators feel the app’s golden era is ending. Whether this new phase benefits long-term users—or pushes them away—will depend on how TikTok adapts in the months ahead.