A global first reshaping the creator economy
Dubai has once again positioned itself at the forefront of the digital creator revolution with the launch of the Creators Competition: X Originals, the world’s first competition of its kind. The initiative brings together Creators HQ, the Middle East’s first dedicated content creator hub and part of Visioneers, and global social media platform X.
Designed to discover, nurture, and elevate emerging creative talent from around the world, the competition introduces a total prize pool of $500,000, setting a new benchmark for how creators are supported, funded, and showcased on a global stage.
Revealed at the world’s largest creator gathering
The Creators Competition: X Originals was officially announced during the fourth edition of the 1 Billion Followers Summit, widely regarded as the world’s largest event dedicated to shaping the content creator economy. Organized by the UAE Government Media Office, the three-day summit took place across iconic Dubai venues including Emirates Towers, DIFC, and the Museum of the Future, under the theme Content for Good.
The scale of the summit reflects the momentum of the global creator economy. More than 150,000 content creators and 500 speakers participated, representing a combined audience of over 3.5 billion followers worldwide. Against this backdrop, the unveiling of the Creators Competition signaled a clear intent to move beyond conversation and into tangible, long-term investment in creative talent.
What makes X Originals different
At the heart of the initiative lies X Originals, an entertainment-focused content collection developed by X to deliver exclusive, high-quality original programming to its global audience. First revealed during the previous edition of the summit, X Originals has quickly become a focal point for premium storytelling on the platform.
The Creators Competition is directly aligned with this vision. Rather than short-form or experimental content, participants are challenged to develop original video concepts ranging from seven to 20 minutes, crafted for depth, narrative strength, and global appeal. Selected projects will ultimately become part of the X Originals content slate, giving creators unprecedented exposure and professional credibility.
Five categories, one global stage
The competition is open to creators worldwide across five carefully curated categories:
Sports
Travel & Culture
Gaming & Tech
Lifestyle
Philanthropy
These categories were chosen to reflect both audience demand and the potential for meaningful, purpose-driven storytelling. From documenting untold cultural journeys to exploring innovation in gaming and technology, the initiative encourages creators to think ambitiously while remaining authentic to their unique voices.
All submissions must adhere to Creators HQ’s content standards as well as X’s community guidelines, ensuring that creativity is matched with responsibility and quality.
A prize model focused on growth, not just winnings
Unlike traditional competitions that reward creators with cash alone, the Creators Competition: X Originals takes a more sustainable, creator-first approach. Five winners will be selected, each receiving production support valued at up to $100,000. This includes access to advanced studios, professional equipment, and cutting-edge creative tools at Creators HQ.
The total prize pool of $500,000, funded by Creators HQ, is structured to ensure that winning creators are not only recognized but fully equipped to produce broadcast-quality content. This emphasis on infrastructure and mentorship reflects a deeper understanding of what creators truly need to scale their craft.
Clear timelines and transparent process
Applications for the competition officially opened on January 9, 2026, with a submission deadline of February 15, 2026. Creators are permitted to submit multiple concepts across different categories, provided each idea is original.
Submissions will be reviewed by a specialized jury composed of technical experts and prominent content creators. Evaluation criteria include creativity, originality, storytelling strength, relevance to category, production feasibility, and potential audience reach. To preserve creative integrity, any AI-generated content submitted without disclosure will result in immediate disqualification.
The five winners will be announced during Ramadan, marking a celebratory moment for the global creator community. Winners will then enter a two-month production and refinement phase during April and May, with final presentations completed ahead of the announcement of the top three winners in June 2026.
Voices behind the vision
Alia AlHammadi, Vice Chairperson of the UAE Government Media Office and CEO of the 1 Billion Followers Summit, described the competition as a defining milestone in global creator empowerment. She emphasized that the initiative reinforces the UAE’s position as a leading global hub for the creative economy and a destination for top digital talent.
Mitchell Smith, Global Head of Original Content at X, highlighted the partnership with Creators HQ as a pivotal step in expanding X Originals. He noted that the UAE’s creative ecosystem and cultural diversity offer an ideal environment for creators to tell stories that resonate across borders, cultures, and communities.
Strengthening the global digital economy
Beyond individual creators, the Creators Competition: X Originals represents a strategic investment in the future of the digital economy. By blending global reach with local infrastructure, the initiative aligns with the UAE’s broader vision of building a sustainable, knowledge-driven economy rooted in creativity, innovation, and purposeful content.
For creators, the competition offers more than visibility. It provides access, validation, and the resources needed to transition from independent production to professional-grade storytelling. For audiences, it promises a new wave of original, high-value content shaped by diverse voices from around the world.
As the creator economy continues to evolve, initiatives like this signal a shift toward deeper collaboration between platforms, institutions, and talent. The Creators Competition: X Originals is not just a contest; it is a blueprint for how the next generation of creators will be discovered, supported, and celebrated on a truly global scale.
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