“How political creators are juggling platforms to find the three Rs: reach, revenue and rules”

Key points

• Political creators seek platforms delivering reach, revenue, and clear rules, but few meet all four.
• YouTube pays well and has large news audiences; it exceeds $100 billion in payouts over four years.
• Instagram offers engagement but is not a reliable revenue source for many creators.
• Creators publish on multiple platforms to maximize reach and monetization across YouTube, Facebook, and more.
• TikTok and X present challenges with moderation, flagging, and monetization, affecting strategy.