TikTok Earnings in Europe 2026: Creator Rewards, Brand Deals, and Real Income

TikTok replaced its original Creator Fund with the Creator Rewards Program in 2024. The difference in pay is significant. The original Creator Fund paid approximately €0.02–€0.04 per 1,000 views, meaning 1 million views earned €20–€40. The Creator Rewards Program pays €0.40–€1.00 per 1,000 qualifying views — a 10–20x improvement. One million qualifying views now earns €400–€1,000.

However, not all views qualify. The Creator Rewards Program applies to videos that are at least 1 minute long, receive views from qualified markets, and generate what TikTok calls 'qualified plays' — views from logged-in users watching beyond a certain completion threshold. Short viral videos that get millions of views from unqualified sources (including replays, views from non-eligible markets, or bots) do not earn at the higher rate.

Eligibility for the Creator Rewards Program in Europe is limited to creators based in the UK, Germany, France, Italy, and Spain. Creators in other EU countries — the Netherlands, Poland, Sweden, etc. — are not currently eligible for the Creator Rewards Program, which is a significant gap in TikTok's European monetisation structure. These creators must rely on brand deals and external revenue streams.

To join the Creator Rewards Program, you need at least 10,000 followers, 100,000 video views in the previous 30 days, and an account in good standing. You must also be 18 or older and post original content.

Brand partnerships are where most European TikTok creators earn the majority of their income. TikTok's unique algorithm — which surfaces content to non-followers based on engagement signals — means that even relatively small accounts can achieve viral reach, making the platform attractive to brands for awareness campaigns.

Brand deal rates for TikTok creators in Western Europe in 2026:

Nano-influencers (1,000–10,000 followers): €50–€250 per video. Many campaigns at this level involve product gifting rather than cash payment. Some brands run large-scale nano-influencer campaigns across 50–200 creators at this level, trading low per-creator cost for cumulative reach.

Micro-influencers (10,000–100,000 followers): €200–€800 per video in Western European markets. German and Dutch TikTok micro-influencers tend to command rates at the upper end of this range. French, Spanish, and Italian creators typically fall in the middle. TikTok content generally rates slightly below equivalent Instagram Reels — roughly 80% of the Instagram rate — due to the platform's perception as a younger-skewing audience.

Mid-tier creators (100,000–500,000 followers): €800–€3,000 per video. Creators in beauty, fashion, and lifestyle niches dominate European brand campaigns at this tier. Food and home content performs particularly well with DACH-market brands.

Macro-influencers (500,000+ followers): €3,000–€12,000+ per video. Top European TikTok creators can negotiate significantly above these rates for exclusivity periods or multi-platform campaigns.

TikTok LIVE monetisation allows creators to earn through LIVE Gifts — virtual gifts that viewers purchase with TikTok Coins and send during live streams. Creators receive a share of the diamond value when converting gifts to cash. The effective payout per gift varies, but creators typically receive approximately 50% of the face value of gifts after TikTok's platform cut.

LIVE monetisation can be substantial for creators who build engaged communities that tune in regularly. European lifestyle, gaming, and entertainment creators who LIVE stream 3–5 times per week sometimes earn €500–€3,000/month from gifts alone with engaged audiences of 20,000–100,000 followers.

TikTok Series allows creators to sell exclusive content directly to followers for €0.99–€189.99. This is available to eligible creators and functions similarly to a paywall for premium content. As of 2026, adoption in Europe remains limited but is growing among niche creators with highly engaged audiences.

TikTok Shop, which allows creators to tag products in videos and earn commission on sales, has expanded into several European markets. Creators earn 3–10% commission on sales generated through their videos. Fashion, beauty, and home product categories see the highest conversion rates. The feature is most developed in the UK market and is expanding to Germany, France, and other EU countries.

Combining Creator Rewards Program income with brand deals and TikTok LIVE gives a clearer picture of what European creators actually earn.

A German creator with 80,000 followers posting 5 days per week and averaging 500,000 qualifying views per month from the Creator Rewards Program earns approximately €200–€500/month from TikTok directly. Adding 2 brand deals at €400–€600 each brings monthly income to €1,000–€1,700. This represents a viable side income but not a full-time salary in Germany (where average monthly net income is approximately €2,100).

A French creator with 250,000 followers in the beauty niche, posting 5 times per week with strong engagement, can realistically earn: €600–€1,200/month from Creator Rewards, €2,000–€5,000/month from 3–4 brand deals, and €200–€500/month from affiliate commissions via TikTok Shop or external links. Total: €2,800–€6,700/month. At the upper end, this exceeds median French salaries.

Compared to YouTube, TikTok generates income faster (lower subscriber thresholds, easier viral growth) but more volatilely. TikTok creator income can swing dramatically month-to-month based on whether any videos go viral and generate qualifying views. YouTube income tends to be more predictable once a channel reaches monetisation, because it is driven by steady search traffic rather than algorithm-dependent viral distribution.