Rumble Expands Creator Monetization With 90% Ad Share, AI Marketplace Plans.

Rumble is rewriting the economics of its video platform, offering podcasters and other creators a bigger share of advertising revenue while developing new ways for them to monetize their content. The changes come as the YouTube alternative reports double-digit revenue growth, even as parent RUM Group shifts more of its focus toward AI infrastructure.

During the company’s third-quarter earnings call Wednesday, CEO Chris Pavlovski outlined a strategy that relies less on expensive content agreements and more on giving creators incentives to build their audiences and monetize their programming directly.

“In the third quarter, we began a cost reset in video, tied to a refocus strategy,” Pavlovski told analysts. “That strategy comes down to two core elements. First, product-led automation, driving monetization centrally through Rumble Studio. Second, creator-led economics.”

The centerpiece is Rumble’s new Partner Program, announced in October, which offers eligible creators up to 90% of revenue from video advertising, including host-read sponsorships. The program is currently in beta, with a broader rollout planned for early 2027. For conservative podcasters and other video creators who use Rumble as an alternative to YouTube, the changes could provide another incentive to expand their presence on the platform.

Rumble’s video business generated $28.4 million in third-quarter revenue, a 15% increase from a year earlier. Advertising revenue increased $5.6 million, although subscription revenue declined $1.2 million and licensing, hosting and other revenue fell approximately $700,000.

The advertising gains come after Rumble spent much of the past year rebuilding relationships with major brands and agencies. During its previous earnings calls, Pavlovski said advertiser resistance had eased following the 2024 election, opening the door to business from companies including Netflix, Amazon Prime and Fox Nation.

The latest results suggest that effort is beginning to produce results, although Rumble’s video operation remains unprofitable. The segment reported a $12.1 million adjusted EBITDA loss vs. a $10.9 million loss a year earlier.

To improve those economics, management has begun cutting operating expenses, including workforce reductions and changes to existing creator agreements. CFO Michael Masci said the reductions should exceed 20% of the video operation’s annualized operating expense run rate.

“We’ve made some really smart trade-offs on existing creator contracts and optimizing more of the economics on the 90-10 split that we think is going to continue to accrue towards gross margin,” Masci said. He added that the video business achieved positive gross margins during the quarter, although management wants to move the entire operation toward profitability.

Beyond advertising, Rumble is developing a marketplace that would allow creators to license video content to AI developers, including companies building robotics technology. The marketplace is targeted for late 2027, potentially giving creators another revenue source beyond advertising, subscriptions and sponsorships.

Beyond its video business, RUM Group reported record Q3 revenue overall. It totaled $96.6 million, up 290% year-over-year, largely driven by its newly acquired Quake AI infrastructure business.