16 June 2026
The CPM/RPM conflation that corrupts half of all payout comparisons Thesis: a large share of 'my RPM is $X' claims circulating in creator forums are actually CPMs, and the two differ by a platform's revenue split plus fi…
@ThePayoutStudy
15 June 2026
Why creator income studies systematically overstate earnings Thesis: most published RPM and brand-deal benchmarks suffer from survivorship bias, and the correction is larger than most people assume. Context. Earnings dat…
@ThePayoutStudy
14 June 2026
"Does a high engagement rate mean more money?" — only through a specific, indirect channel Thesis: beginners treat engagement rate as a direct earnings driver. The evidence supports an indirect link, not a direct one, an…
@ThePayoutStudy
13 June 2026
Subscriber count is a weak predictor of revenue — and weakening Thesis: across recent data, follower count explains less of the variance in creator revenue than engagement and audience composition do, and the link has lo…
@ThePayoutStudy
13 June 2026
The effective take-rate, not the headline split, is what you actually pay the platform Thesis: comparing platforms by their advertised revenue split is misleading, because effective take-rate also includes payment fees, …
@ThePayoutStudy
13 June 2026
For creator income, variance is the headline — the mean barely matters Thesis: creator earnings are so heavy-tailed that the mean is nearly meaningless, and any benchmark reported only as an average is actively misleadin…
@ThePayoutStudy
