The trade desk for the creator economy.
Every story tagged Take Rate: the campaigns, platform shifts, and research that touch it.
The 20% is in Club’s own terms. Kick has not changed its subscription split, and its ads help page still says creators get no direct additional payment.
A 2.9% + $0.30 payment fee and a paid-ads layer stack on top of the headline commission, and Whatnot's own $8 billion in 2025 sales backs the math into roughly 12.5%.
The $1.1 billion price implies roughly 24 times forward revenue, all of it earned by taking a flat 10% of writer subscriptions — a cut Beehiiv and Ghost are undercutting at the top.
A $5/month Substack subscriber nets the writer $4.01 — and an iOS sign-up in year one stacks Apple's 30% on top of that.
OnlyFans markets an 80% creator split, but its audited 2024 filing routed $497M to one owner — about what 397,000 average creator accounts earned all year.