Rumble Now Promises Creators Up to 90% of Ad Revenue. Its Public Terms Still Take 40%, Then Deduct Costs.

Rumble has made the biggest headline offer in video ad revenue: 90% to the creator. The fine print is less settled.

On Thursday, 29 October, Rumble chief executive Chris Pavlovski posted on X: "For years, video platforms have taken advantage of creators. On November 1st, we're flipping the script — we're going 90/10 on eligible video ads." Creators, he wrote, "will get up to 90% revenue share on eligible video pre-rolls, mid-rolls, and host-read sponsorship ads." Minutes later came the comparison: "YouTube's revenue share will be 55% for video ads. Rumble's revenue share will be 90% for video ads."

WIN.gg's Khizar Mundia, who saw a message Rumble sent to creators, reported that the split moves from 60% of net ad earnings to up to 90%.

Who gets it

Not everyone. Rumble's Partner Program page says the program is "by invitation only," and that "every request is reviewed by our partnerships team." The main requirement is to "stream or upload at least 10 times using Rumble Studio over the last 30 day window." There is no subscriber or watch-hour minimum.

On the actual terms, the page says: "Exact terms are shared one-on-one with approved creators." Rumble hasn't said what makes an ad "eligible," or what decides whether a creator gets 90% or less.

What the public terms still say

Rumble's public terms of use, as Posthype read them on 2 November, still list a 40% "Agency Fee" on programmatic ads and on sponsorship ads, including host-reads. After that fee, Rumble can also deduct "Other Fees and Costs," which include processing, hosting, taxes, "defensive litigation costs" and "any other direct costs." So the old 60% was a starting point, not what creators actually took home.

The same terms say "no Creator Earnings are payable in relation to Rumble Premium Subscriptions." Pavlovski's 30 October list of tools includes "Premium Revenue (Nov 1st in RPP)," which suggests Partner Program members may now get a share. Rumble hasn't published terms for that, or said whether cost deductions still apply under the 90% deal.

The size of the pot

By Posthype's arithmetic, on $1,000 of ad revenue the move is from $600 to as much as $900, a 50% raise. YouTube pays 55% of net revenue from watch-page ads. The two percentages aren't calculated on the same base, so the comparison is rough.

The bigger difference is scale. Rumble's video business made $30.3 million in the second quarter from all sources, according to its 10 August earnings release. YouTube made $11.207 billion from ads alone in the third quarter. On its Q2 call, Pavlovski reported 57 million average monthly active users and ARPU of $0.48. Rumble has said it will stop reporting both figures as headline numbers starting with this quarter's results.

Pavlovski admits the split is a bet on growth. When a creator-investor on X asked "What's the plan to bring new eyeballs to Rumble?", he replied: "This move is exactly an attempt to stimulate growth... Free speech attracted many users, but we think the best economics will attract many more."

Rumble's earnings release also warns that it has offered creators "fixed payment obligations that are not contingent on actual revenue," which could hurt results if those creators fall short of projections.

What this means for creators

If you already stream through Rumble Studio, the 10-upload bar is low and requesting access is free. Before relying on the money, ask Rumble in writing:

• which ads count as eligible
• whether Other Fees and Costs are still deducted
• whether Premium revenue is included

Pavlovski also asked on X: "Why would any creator use an agency? Keep that money in your pocket." That only applies to sponsors booked through Rumble Studio. Your own brand deals don't change.

Rumble reports third-quarter results on 11 November.