What percentage does Facebook pay creators? None is published — here is how the money is calculated
Updated 24.09.2026 · Kostas Obuchow
Meta publishes no revenue share percentage for Facebook Content Monetization: it pays for the performance of content, not for the ads in it. Where the famous 55% came from, what Meta says goes into the payment, the Earnings Rate metric, and what a thousand views actually paid across our own network.
Short answer
There is no published percentage. Facebook Content Monetization does not share ad revenue at all: in Meta’s words, it rewards creators for the performance of the content itself, not for how the ads in it perform. How much you get, Meta alone decides.
The 55% that circulates everywhere belongs to the old in-stream ads programme, came from Meta’s statements to the press rather than its own help pages, and the programme itself ended on 31 August 2025.
What you can measure is the outcome: how much a thousand views paid. In our network in June 2026 it was $0.089 on average, with a 53-times gap between languages.
Where the 55% came from
In 2015–2017, when Facebook launched ads inside videos, the press reported that creators would get 55% of ad revenue. That figure came from Meta’s statements to journalists; we did not find it on any official Meta help page, current or archived.
In-stream ads, Ads on Reels and the Performance Bonus ended on 31 August 2025, replaced by Content Monetization. The only official percentage we found on Meta’s pages is 20% for Music Revenue Sharing, a separate programme from 2022.
So when someone says “Facebook pays 55%”, they are describing a programme that no longer exists.
What Meta says goes into the payment
Per Meta’s help centre, Content Monetization pays based on many factors, including:
qualified views and watch time;
engagement: likes, comments, shares;
who is watching and where: the viewers’ countries;
the season: advertising budgets change through the year.
Two thresholds: reels must be at least 10 seconds and stories at least 5 seconds, and content watched for under 5 seconds does not count.
In March 2026 Meta said it was putting more weight on engagement, watch time and qualified views. It also said Facebook paid creators nearly $3 billion in 2025, 60% of it for reels.
Earnings Rate: the number to watch
In the Professional dashboard Meta shows Earnings Rate: approximate earnings per 1,000 qualified views. Meta itself compares it to RPM.
That is the only honest “percentage” you have: not a share of advertising, but money per thousand qualified views. Watch it:
by country of the viewers: it moves more than anything else;
by format: reels, photos and text posts pay differently;
Our own network, June 2026: 33 pages, 40.9 million views, $3,620 paid. $0.089 per thousand on average. By the language of the page, from $0.96 for Norwegian to $0.02 for Portuguese: 53 times.
Language
RPM, $
Norwegian
0.96
Dutch
0.18
Polish
0.11
Spanish
0.06
Portuguese
0.02
The full table is in Facebook RPM by country. The lesson: your “share” is set far more by where your viewers are than by anything Meta publishes.
Compared with YouTube
YouTube does publish its shares: 55% of net ad revenue on long videos and 45% of the Shorts pool. But it publishes no rates either, so the comparison still comes down to money per thousand views. Long videos usually earn more on YouTube; for short videos Facebook pays in the same range. More in Facebook vs YouTube.
Sources: That Content Monetization pays for content performance rather than ads, the factors behind the payment, the 10- and 5-second thresholds and Meta’s sole discretion — Meta Business Help Centre. Earnings Rate as approximate earnings per 1,000 qualified views — Meta Business Help Centre. Nearly $3 billion paid in 2025 and 60% for reels — Meta’s newsroom, March 2026. The 55% in-stream share — press reports of Meta’s statements, 2015–2017; not found on Meta’s help pages. The end of in-stream ads on 31 August 2025 — Meta Business Help Centre. Music Revenue Sharing at 20% — Meta’s newsroom, July 2022. YouTube’s shares — YouTube Help. RPM by page language — our own network data, June 2026. Checked 18 September 2026.
WHICH CASE IS YOURS
Someone promises “Facebook pays 55%” — that was the in-stream programme, closed in August 2025.
You want to know your share — look at Earnings Rate in the Professional dashboard; that is money per 1,000 qualified views.
The rate dropped — check the viewers’ countries and the season before changing content.
Views grow, money does not — short views under 5 seconds do not count; check watch time.
Reels under 10 seconds — they do not qualify for Content Monetization.