Pricing YouTube sponsorships feels like a dark art—creators everywhere are asking the same question: 'What the heck should I charge brands to mention their products in my videos?'

You've probably gone down the rabbit hole of conflicting advice—one creator says charge $50 per thousand views, another swears by flat rates, and that guy on Reddit claims he makes $10K per mention. No wonder figuring out your own pricing feels impossible.

This guide cuts through the noise with something actually useful: a framework for calculating what YOUR content is worth to sponsors. Not someone else's magic formula—a method that works for your specific channel, audience, and content.

Figuring out your real value to sponsors means understanding two critical perspectives:

• The factors brands consider when sponsoring YouTubers
• The factors involved in pricing your sponsorship packages

Let's start by getting inside the heads of the people holding the money: what are sponsors really looking for?

What brands look for in YouTube sponsorships

Brands spend a ton of money on YouTube influencer marketing — the Influencer Marketing Hub surveyed 4,018 brands who spent a combined $514.9 million sponsoring YouTube videos in 2022. While this data is from 2022, the YouTube sponsorship market has only grown since then. So what are some of the factors brands look for in potential sponsorship opportunities, and how can you properly disclose these partnerships to viewers?

Channel niche and content relevance

The first factor most marketing folks consider when looking for YouTube creators to sponsor is their niche.

Take a budget travel vlogger, for example. It would make sense for a brand like Skyscanner (a cheap flight comparison tool) to sponsor them, compared to Skillshare (a popular e-learning platform).

Brands seeking YouTube sponsorships want to partner with creators who make content for their target audiences. When content creators partner with brands that don't align with their niche, it often comes across as inauthentic or, worse, "selling out." That can be bad for both the brand and the creator. According to YouTube's guidelines, authentic partnerships that match your channel's content typically perform better with viewers and meet disclosure requirements.

Subscriber count and audience size

After finding a YouTube channel that matches their niche, the next factor brands look at is the channel's number of subscribers.

You might think that the more subscribers you have, the better, but that's not always the case. Smaller businesses won't have the budget to sponsor videos on a channel with more than a million subscribers, but they can easily approach small channels that have a super niche audience. Depending on the budget and marketing strategy of a brand, they approach YouTubers in the following categories:

• Nano-influencers: 1,000-10,000 subscribers
• Micro-influencers: 10,000-50,000 subscribers
• Mid-tier influencers: 50,000-500,000 subscribers
• Macro-influencers: 500,000-1,000,000 subscribers
• Mega-influencers: 1,000,000+ subscribers

• Nano-influencers: 1,000–10,000 subscribers
• Micro-influencers: 10,000–100,000 subscribers,
• Mid-tier influencers: 100,000–500,000 subscribers
• Macro-influencers: 500,000–1 million subscribers
• Mega-influencers: more than 1 million subscribers

‍

‍

Each influencer group has pros and cons, so don't be discouraged if you're just getting started — brands will still work with you!

Audience demographics and location

Brands also look out for a key demographic: audience location. A brand that exists only in the US isn't likely going to get new customers if the YouTuber's core audience is Australian.

A global audience is great for big international brands, but they might still be interested in a solid localized audience to boost performance in that market.

Video views and engagement

Engagement is a hot topic in YouTube sponsorship and influencer marketing. It's one of the ways a brand can figure out the difference between an authentic creator and a fake one (e.g., someone who buys bot subscriptions). One metric that helps is the number of views received by the YouTube videos on the creator's channel.

Naturally, a channel's average video view count generally correlates with the number of subscribers the channel has. Any videos with a view count significantly less than the number of channel subscribers should raise a red flag.

Has a recent video gone viral, skewing the average views? Do the views seem low considering the channel's large number of subscribers? Are the views more than expected for a channel of its size?

These are all questions a brand will want answered when looking at partnership opportunities.

Average watch time and retention

Another key metric for engagement rate brands are interested in is average watch time. As you might expect, brands are interested in channels that generate a lot of watch time. More time equals more opportunities to capture the audience's attention and deliver sponsorship messages effectively.

However, it's worth noting that while the TikTok-like YouTube Shorts generally can't be monetized on the app, they do count toward a channel's total watch time.

Audience location, video views, and watch time are all analytics you can find in the YouTube Studio.

‍

Read more: Understanding YouTube analytics to level up your channel

‍

‍

So if a creator posts a lot of YouTube Shorts versus long-form video, that might affect a brand's opinion of their total watch time and whether to work with them — which leads us nicely to our final factor.

Content types that attract sponsors

The ideal scenario for any brand-sponsored post is for the ad to blend seamlessly with the creator's content. That's not to say sponsored videos should be disguised as regular videos (which violates FTC guidelines and YouTube's disclosure requirements), just that the type of content makes sense for both the brand and the creator. All sponsored content must be properly disclosed to viewers with clear labels like "Sponsored" or "Ad" according to regulations.

Suppose a creator's channel revolves around product reviews (e.g., Marques Brownlee). It would make sense for a brand to approach the creator for a sponsored product review with either an entire video fee or by sending them free products.

Product placement on channels that make engaging YouTube Shorts might be the best option for brands with smaller budgets.

Despite all the variable factors above, there are parts of your channel, regardless of its size or audience, that matter for brands. Making a YouTube banner that attracts an audience, as well as editing your videos to a high standard makes all the difference for attracting more, and better, brand deals.

Effective strategies to find and pitch sponsors

Finding sponsors starts with having a solid proposal that showcases audience demographics and proven engagement metrics. Many creators leverage influencer platforms such as AspireIQ, Grin, or Upfluence to connect with relevant brands seeking fresh collaborations. When pitching sponsors, highlight channel insights like watch time, user location, and audience loyalty data to demonstrate value. It also helps to provide examples of past partnerships or campaigns that delivered measurable results for other brands. For further guidance, creators can consult this influencer platform resource to structure compelling offers.

How to price your YouTube sponsorship deals

Now that you know the thought process from the brands' perspectives, let's look at how some extra information can help you figure out your pricing for YouTube sponsors.

Understand your total audience reach

Despite this guide being about how much to charge for your YouTube sponsorship, it's worth factoring in the total size of your online audience. For example, let's say you have a super large following on other social media platforms, and you're just starting your YouTube channel.

You may only have a fraction of your other platform followers subscribe to your channel initially, but you can cross-promote your videos on these platforms. This means your sponsors may appear to your other social media followers.

For example, TikToker @kaelimaee has a TikTok following of 14.1 million and a YouTube channel with 868,000 subscribers. If she pitched sponsors, bringing up her millions of TikTok followers would make more of an impact.

You might also be a podcast host optimizing your podcasts for YouTube but playing to a much bigger subscribed audience on podcast-specific platforms.

‍

‍

Another digital marketing channel you shouldn't overlook is the email newsletter. If you have a growing email list, you can pitch this part of your audience to sponsors.

Choose the best YouTube sponsorship model

Here's the tricky part of the whole deal. What kind of sponsorship pricing model should you use? There are a few options to choose from, each with its pros and cons:

Cost per mille (CPM): This is how much you charge per thousand views ("mille" is Latin for thousand). It's a common approach to YouTube sponsorships, where brands pay a certain amount per "mille" within an agreed period (e.g., 30 days).

A typical ballpark range CPM for mid-roll or pre-roll ads after seven days on a 30-day average is $30 to $70, with $50 being a good point to push for. You're more likely to command $70 when the brand wants you specifically or you're in a specialty niche.

You can calculate the total cost of YouTube sponsorship campaigns using this metric with the following formula:

Sponsorship cost $ = CPM x views / 1,000

Cost per action (CPA): Another way of saying conversions. In this case, the brand will pay you a certain amount for each action (i.e., predetermined, such as purchases, email signups, etc.). This method is less common for sponsorships, as it resembles an affiliate marketing strategy.

Cost per install (CPI): Similar to CPA, CPI is a fee for the installation of apps or other digital products. This is most likely the best way to go for mobile gaming creators, as it's accurate, and more installs demonstrate your value. You can also pair this method with a flat fee, with the installs paid as a bonus per install.

Fixed fee: In this case, you and your sponsor agree to a fixed fee before starting your sponsorship campaign. Compared to the other methods, this one provides a more consistent income stream, but you lose out on any potential gains from greater-than-expected performance.

Instead of plucking a number from the air, it's a little more accurate to charge a flat fee based on your CPM. For example:

Flat Rate = (views from the past 30 days / 1,000) x CPM

E.g. (50,000 / 1,000) x $50 CPM = $2,500

However, if you're creating a dedicated video, it's worth charging a premium — you can charge three to 10 times your usual CPM.

Create compelling sponsorship packages

As you might have noticed in the explanations of CPA and CPI, it's also a common practice to bundle pricing options to create sponsorship packages.

A great way to package your YouTube sponsorship deals is to think about the brand's business objectives: Do they only want more brand awareness? Or are they looking specifically for sales conversions? Depending on the answer to these questions, you can tailor a package for them. Common sponsorship objectives include brand awareness, lead generation, direct sales, app installs, or email signups.

But what goes into a package? Here are the specific sponsorship opportunities you can offer brands.

Pre-roll ads

When an ad plays right at the start of the video content, this is a pre-roll ad. These ads are usually more expensive because you can guarantee your audience will see the ad and will most likely have better conversions. For YouTube sponsorships, properly disclosing pre-roll ads with phrases like "This video is sponsored by..." is essential for compliance with FTC guidelines.

Here's an example of a video with a pre-roll ad (the ads in this section may not appear if you have YouTube Premium):

‍

In this case, there's a short intro before the pre-roll ad, which plays before the rest of the video.

‍

Mid-roll ads

These are ads that play in the middle of a video. While they may cost a little less than pre-roll ads, there's a chance fewer viewers will see them, since not every viewer watches the entire video. However, another benefit to these mid-roll YouTube sponsorship ads is that the placement tends to feel more organic. It's a popular choice for brands and creators, making it easier to negotiate.

Here's an example of a video with mid-roll ads:

(Link opens a couple of seconds before the ad)

Post-roll ads

Ads that play at the very end of a video are called post-roll ads. These are typically the cheapest YouTube sponsorship option because you can't guarantee many viewers. As a result, conversions generally are lower here. However, your channel's superfans will likely watch until the end, so if you have a niche audience, you can charge a small premium.

Here's an example of a video with a post-roll ad:

Pre-, mid-, and post-roll ads can all take the same amount of time and effort, e.g., a minute of published footage (plus scripting and editing). The difference between them is just the placement of the ad.

Dedicated videos

Dedicated videos are the cream of the crop in YouTube sponsorships. They're the most expensive option because you put the brand front and center for the entire video, which creates a compelling offer for brands. These videos require clear disclosure at the beginning that the entire content is sponsored.

The main downside to this option is that your audience might not appreciate a video completely dedicated to a sponsor (depending on your niche).

Here's an example of a dedicated video sponsor:

Of course, entire videos take more time and effort than in-video ads, and often the brand will want to collaborate and approve the video itself — which adds time to the project and stress for the creator. That's why these ads should get a premium rate.

Product placement

Depending on the type of videos you produce for your channel, product placements — the use of a brand's product in a video without directly referencing it — can be a good option. This typically means cheaper sponsorship for brands but also allows you, as the creator, complete flexibility. Note that even subtle product placements must be disclosed according to FTC guidelines, typically in the video description or with a brief on-screen notice.

Here's an example of a video with sponsored product placement:

In this example, Elizabeth's headphones are a product placement, with a link to purchase a pair in the description.

You can offer all of the above opportunities to brands individually or in a mixed assortment as a packaged campaign deal, e.g., have one dedicated video, then a series containing mid-roll ads.

Calculate your YouTube sponsorship rates

With all the information you now have, you can start developing your own YouTube sponsorship pricing strategy. Remember that proper disclosure of all sponsored content is not only legally required but also builds trust with your audience.

Note your audience size and your channel's niche (Is it small but specialized? Large with a broader niche?), and decide what pricing package you'll offer.

Let's go over a quick example:

You're a bodybuilding YouTuber and a supplements brand has asked to sponsor you. While technically a smaller niche than overall fitness, bodybuilding is still a sizable niche, and you have 47,000 subscribers on YouTube. Your average views over the past 30 days were 2,900, and you have an average watch time of five minutes.

Under these circumstances, you can offer a CPM of around $40 (higher than a super broad niche, but you're considered a micro-influencer, and your engagement rates are about average). Remember that YouTube sponsorship rates can vary significantly by niche, with specialized topics like finance or technology often commanding higher rates than general entertainment.

Your sponsorship rates would look something like this:

• Pre-roll ads = $45 CPM (using the averages would result in a charge of $135)
• Mid-roll ads = $40 CPM (same as above, results in $119)
• Post-roll ads = $35 CPM (results in $101)
• Dedicated video = 5 x mid-roll CPM (results in $595)
• Product placement = low $20 CPM (results in $58)
• Flat Rate, in this case, would calculate the same as mid-roll ads — the above results use average figures but could go up and down based on video performance. However, you'd charge $119 (or round it up to $120) as a flat fee before producing the video.

• Pre-roll ad: $116 (2,900 views / 1,000 x $40 CPM)
• Mid-roll ad: $116 (2,900 views / 1,000 x $40 CPM)
• Post-roll ad: $87 (2,900 views / 1,000 x $30 CPM)
• Dedicated video: $348-$580 (2,900 views / 1,000 x $120-$200 CPM)

Navigating FTC guidelines for YouTube sponsorships

The Federal Trade Commission requires clear disclosure of sponsored content to maintain transparency, such as stating “#ad” or “#sponsored” in a prominent place. YouTube also offers an “includes paid promotion” toggle, ensuring viewers understand a brand relationship exists. These disclosures are legally mandated to avoid misleading audiences, and noncompliance can lead to hefty penalties. According to FTC guidelines, disclaimers must be explicit and difficult to miss, making vague references insufficient. Creators who follow these rules foster stronger trust with their viewers and protect themselves from legal risks.

Secure YouTube sponsorships with confidence

By now, you should have a pretty good idea of what it takes to price your YouTube sponsorship deals. Moving forward, when brands approach you for sponsorship opportunities, you can quote them a fair price based on your research without feeling like a fish out of water. Always remember to properly disclose all sponsored content to maintain compliance with FTC and YouTube guidelines.

Another way to get more, or better, sponsorship deals is to level up your content production game. Descript helps you write, record, transcribe, edit, collaborate, and share your videos and podcasts all in one platform — giving you one tool for your whole workflow.

Get started with Descript for free today.

FAQs

How do I disclose sponsorships correctly?

To comply with FTC guidelines, you must clearly indicate sponsored content using terms like “#ad” or “#sponsored” at the start of your video or in an obvious location. YouTube’s disclosure features, such as “includes paid promotion,” also help viewers understand they are watching sponsored material. Avoid ambiguous language; viewers should have no doubt about the sponsored nature of your content. Making disclosures easy to read or hear fosters trust and keeps you within legal requirements.

What are typical YouTube sponsorship fees?

Sponsorship fees can vary significantly depending on your channel's niche, audience size, and engagement rates. As of early 2025, CPMs often range from $5 to $30 per thousand views, but highly specialized or sought-after channels may charge more. Many creators rely on data from sources like this industry guide to negotiate fair rates. Ultimately, effective pricing also considers additional factors like subscriber loyalty and past sponsorship performance.

How do I find sponsors for my YouTube channel?

Many creators start by joining influencer marketplaces like AspireIQ, Grin, or Upfluence to connect with brands targeting relevant audiences. Highlighting your channel’s unique value—such as engagement metrics and demographic data—helps you stand out. You can also directly pitch to brands that align with your niche and demonstrate past success in sponsored content. For more in-depth tips, consult this detailed advertising guide.