Peter Sellis, Snapchat’s first product manager, announced on Monday that he will take charge of product at Elon Musk’s X. He will oversee a creator compensation system revamped seven weeks ago, which pays only for original posts viewed by paying subscribers.

That paying audience is small. X has about 4.4 million Premium subscribers, compared with approximately 550 million monthly users. The company does not disclose how much it pays content creators in total.

Elon Musk’s new head of product now takes control of creator payments

X replaced its old revenue-sharing system with the Original Content Rewards program on September 8.

Creators now earn money for “qualified impressions,” a unique view by a Premium subscriber in the Home timeline.

To participate, users must have a Premium subscription, 500 verified followers, and 500,000 verified impressions in the Home timeline over 90 days. Currently, payments in the United States are made through X Money, the company’s own payment app.

I’m joining the team at @X to lead Product.

I am a huge believer in @SpaceX's mission to extend human consciousness to the stars, so it’s time to make shitposting multiplanetary.

X is the best way to find out what’s happening in the world right now and talk about it. The team…

— Peter Sellis (@petersellis) October 26, 2026

Sellis worked at Snapchat for seven years and later led Discord’s product department. There, he managed Nikita Bier, X’s former head of product, after Discord acquired Bier’s startup.

In a recent podcast, Sellis said that ads are the best business model for monetizing consumer apps and cited Snapchat’s camera monetization as one of the biggest failures of his career.

Bier stepped down in August. In April, under his leadership, X cut payments by 60% for accounts that repost third-party news.

Twitter’s ad revenue is declining

SpaceX, which owns X, reported $538 million in advertising revenue in the third quarter, 18% higher than in the same period the previous year, according to the company.

Over the first nine months, however, advertising revenue fell 6%. Twitter once sold about $1.08 billion in ads in a single quarter in 2022.

Neither Sellis nor X announced any changes to creator payments. YouTube, by contrast, plans to double the minimum view target for its creators in 2027. SpaceX’s next quarterly report will reveal whether ad sales continue to grow under the new leadership.

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