How much sponsors pay for a YouTube sponsorship? (Rates & Prices)

November 27, 2024

Whether you have a YouTube channel or are trying to sponsor a YouTube creator, knowing how much sponsored content is worth on the platform can help you grow your business, let's explore the world of YouTube brand deals!

How Much Do YouTube Sponsors Actually Pay?

Before looking at numbers without any context, it's important to note that when sponsors pay for YouTube content creators, the rates can vary significantly and depend on multiple factors like:

Channel size and subscriber count
Average views per video
Engagement rates (likes, comments, shares)
Niche (Sponsoring a finance channel would be more expensive than a beauty channel for example)
Demographics (for example, targeting a US audience is more expensive than targeting an Indian audience)
Type of sponsored content (dedicated video, mention, etc.)
Type of YouTube video (some videos have unique concepts that may earn the brand some additional prestige, but that would also require some additional funding)
Exclusivity requirements (can the creator also be sponsored by competitors?)
The format of the video (Is the video a YouTube Short, is it a live, or is it a classic video)
Is the creator going to also promote your brand on other social media platforms, their newsletter, or are they just going to create sponsored YouTube content?
How long-term is the deal (determining how much a sponsor would charge can also vary if only one video or multiple videos will be sponsored by the brand. If a brand sponsors at least one video, they may get a better price)

But understanding the averages can help both creators and brands set realistic expectations.

✨ Tip: In this article, I give a lot of details on how to estimate a potential sponsorship in the YouTube ecosystem, but if you want to save time, you can use our free YouTube sponsorship price calculator. It's much easier ;)

Average Sponsorship Rates by Channel Size

Let's see how much to charge depending on the subscribers of a channel. The price ranges can vary more than this because it still depends on what kind of sponsorship you want to create, your goals, your niche, how engaged the creator's audience is, and how many views a video gets on average.

Small YouTubers / Micro influencers (1,000-10,000 subscribers):

At this level, the brand wants to test waters with one video or a few and just begin to work with creators usually.

$200-$2,500 per dedicated sponsored video
$50-$1500 for a sponsored segment

Mid-Sized Channels (10,000-100,000 subscribers):

Brand sponsorships at this level

$1000-$5,000 per sponsored video
$500-$3,000 for a sponsored segment

Large Channels (100,000+ subscribers):

Professional YouTube creators with a lot of subscribers have higher sponsorship prices since they help companies get a lot of brand awareness and conversions. This kind of sponsorship may require investing in more interesting concepts to keep the viewers engaged.

$5,000-$50,000+ per sponsored video
$1,000-$25,000+ for a sponsored segment

💡 Note: Just relying on the number of subscribers of a channel is often not enough to get a correct estimate, taking in account the average video views of the creator and other factors can help you know how much a brand should charge for a sponsorship.

Cost per View (CPV) & Cost per Mille (CPM) Models

The industry standard in this space is to rely on CPV or CPMs, here are some quick definitions.

Cost per View (CPV):

Definition: The amount a sponsor pays for each individual view of sponsored content on YouTube
Formula: CPV = Total sponsorship cost ÷ number of views
Example: If a sponsor pays $1,000 for a video that gets 100,000 views, the CPV would be $0.01
Usage: Common in performance-based sponsorship deals where payment is tied directly to viewership. Sometimes, sponsors pay a fixed rate + a variable rate based on the performance of the videos.
Typical Range: $0.005-$0.075 per view, varying by creator size, engagement, niche, type of content and a few other factors listed above

Cost per Mille (CPM):

Definition: The amount a sponsor pays per 1,000 views of sponsored content (Mille = thousand in Latin)
Formula: CPM = (Total sponsorship cost ÷ number of views) × 1,000
Example: If a sponsor pays $1,000 for a video that gets 100,000 views, the CPM would be $10
Usage: Standard metric in YouTube advertising and sponsorship pricing
Typical Range: $5-$75 CPM, depending on:
- Channel size
- Niche/industry
- Audience demographics
- Engagement rates

Benefits of using CPV or CPM:

Easier to compare rates across different channels
Industry-standard metric
Simplifies pricing for larger view counts
Provides clear ROI metrics for sponsors
Reduces risk for brands
Rewards creators for high-performing content

Key Differences:

CPV focuses on individual views, making it more precise for smaller campaigns
CPM is better suited for larger campaigns and easier comparison across platforms
CPM rates typically appear larger as they're calculated per thousand views
Both metrics help in standardizing sponsorship pricing but serve different purposes in negotiation and reporting

These metrics are essential tools for both creators and sponsors to establish fair pricing and measure campaign success in the YouTube sponsorship marketplace.

In YouTube influencer marketing campaigns, a YouTuber or a Brand will usually use the CPM metric.

Since CPMs vary a lot depending on the country of the audience though, I would recommend using our sponsorship calculator which you can find in the menu of our site to get a better estimate ⬆️.

Different Types of YouTube Sponsorship Deals

Understanding the various types of sponsorship opportunities can help creators maximize their monetization potential, and brands get a better ROI across YouTube sponsorship campaigns. Here are the most common types of youtube sponsorships available in 2024:

Dedicated Videos

A dedicated video focuses entirely on the sponsor's product or service. These typically command higher rates because:

The entire video showcases the brand
More production time is required
Deeper audience engagement is achieved
This kind of sponsorship can impact the views on YouTube negatively since a fully sponsored video can make some viewers lose interest

Integrated Mentions / Product Placements

These sponsorship deals involve incorporating the sponsor's message within regular content:

Usually 60-90 second segments
More natural viewer experience
Lower rates but easier to produce both for both creators and brands
Less negative impact on viewership retention since the mention is pretty short

Product Reviews and Demonstrations

Product reviews offer authentic ways to collaborate with sponsors:

Hands-on experience with products
Detailed demonstrations
Trust-building with audience
This is pretty underrated since it can rank in SEO search results and in AI chatbot results

How to Price Your Sponsorship Packages

If you're a creator, just the sponsorship rate of a new video shouldn't just depend on your YouTube subscribers. Creating effective sponsorship packages requires understanding your channel's value and target audience. Here's how you could structure your offerings:

Basic Package

Single video mention
Standard social media promotion (3 stories on Instagram for example)
Basic performance reporting

Premium Package

Dedicated video
Multiple platform promotion
Detailed analytics reporting
Extended usage rights, where the brand would be able to re-use parts of the video in their marketing material like Ads, website, and social media.

Custom Solutions

Long-term partnerships
Advanced cross-platform campaigns (Instagram Reels, TikToks, Shorts, 𝕏 posts, a sponsored section in a newsletter...)
Exclusive content creation

Maximizing Sponsorship Value

If you make a video and want to get the most out of your youtube sponsorships, consider these strategies:

Building Brand Relationships

Maintain professional communication
Deliver consistent results
Provide value beyond views
Build a loyal audience base

Optimizing Content for Sponsors

Create engaging thumbnails
Use youtube SEO effectively for the video to rank on the long-run
Optimize youtube description
Maintain high production quality

Tips for New Creators

If you're just starting to get sponsored on youtube:

Focus on building engagement
Create niche-specific content
Develop a consistent posting schedule
Use youtube studio analytics effectively

Conclusion

Understanding youtube sponsorship rates is crucial for both creators and brands in 2024. Whether you're looking to charge for youtube sponsorship or find the right collaborators, success comes from:

Understanding market rates
Building genuine connections
Delivering value to audiences
Maintaining professional standards

FAQs About YouTube Sponsorship Rates

How many subscribers do I need to get sponsored on YouTube?
While there's no fixed number, most sponsors look for channels with at least 1,000 subscribers and consistent engagement.
What's the average sponsorship rate for a new creator?
New creators typically start with product-only deals or $50-$500 per video, depending on their niche and engagement rates.
Should I charge per view or a flat rate for sponsorships?
It depends on your channel's performance. Established creators often prefer flat rates, while growing channels might benefit from per-view arrangements.
How do I determine my sponsorship worth?
Consider your subscriber count, average views, engagement rates, niche, and production quality when setting rates. You can use YouTube sponsorship calculators to save time.
What's the best way to approach potential sponsors?
Create a professional media kit, showcase your engagement metrics, and demonstrate how your content aligns with the brand's target audience.