Facebook's content monetization program has grown from under 3 million to over 12 million participants in just over a year according to nonprofit What To Fix, with Indonesian creators driving significant growth, though questions about actual earnings and payment transparency persist.
New data from digital rights nonprofit What To Fix reveals Facebook's content monetization initiatives have grown explosively, expanding from fewer than 3 million participants to over 12 million in approximately 13 months. According to Hazel Gandhi's Rest of World report, more than 8 million of these monetized accounts operate in English, but the fastest growth is occurring among Indonesian creators.
What's Actually New
This represents the first independent measurement of Facebook's monetization program scale since Meta shifted its creator economy strategy in 2024. The growth appears driven by:
- Expansion of Reels Play Bonus program to 100+ countries
- Lowered eligibility thresholds (down to 1,000 followers)
- Automated enrollment systems that activate monetization without creator initiation
Unlike Meta's official announcements that highlight top earners, this report captures the program's broader adoption, particularly in emerging markets where Facebook remains the dominant social platform despite TikTok's growth.
The Indonesian Anomaly
Indonesia's disproportionate representation—despite not being Facebook's largest market—suggests Meta's targeted incentives for Southeast Asian creators are working. Possible factors include:
- Higher engagement rates for video content
- Localized bonus structures adjusted for purchasing power
- Fewer competing monetization platforms
- Integration with popular Indonesian payment systems
What We Still Don't Know
The report notably lacks critical data points:
- Earnings distribution: How many creators earn more than token payments?
- Activity requirements: Are participants regularly creating content or merely enrolled?
- Regional disparities: Compensation differences between Western and Global South creators
- Attrition rates: How many participants drop out after initial payouts?
Meta's opacity about actual earnings (beyond showcasing success stories) continues to make independent validation difficult. Recent creator forum discussions suggest many new participants earn less than $50 monthly despite significant content output.
Platform Comparison
| YouTube | TikTok | ||
|---|---|---|---|
| Monetized Creators | 12M+ | 3.7M | 1.5M |
| Minimum Threshold | 1k followers | 1k subs | 10k followers |
| Payout Transparency | Low | Medium | Medium |
| Emerging Market Focus | High | Medium | High |
Structural Concerns
Three unresolved issues plague Facebook's approach:
- Algorithmic volatility: Sudden reach drops can decimate earnings overnight
- Opaque appeals: Automated demonetization with limited recourse
- Payment friction: High minimum withdrawal thresholds ($100) in developing economies
As What To Fix notes: "Program growth doesn't equal creator prosperity—we need visibility into actual earnings distribution." Meta's 2025 shift toward performance-based payouts appears to have increased participation while potentially exacerbating income volatility.
The Road Ahead
The data suggests Meta is successfully scaling creator monetization as a user retention tool, particularly in markets where economic alternatives are limited. However, without transparent payment data and stable earning mechanisms, this growth may prove unsustainable. As Instagram tests AI-simulated creator monetization for planning purposes, the pressure for clearer compensation frameworks will only intensify.
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