The base formula
Most deals are priced from expected views, not subscribers. The standard approach is a CPM-style rate applied to the views a video is likely to get in its first 30 days.
| Placement | Typical rate per 1,000 expected views |
|---|---|
| Brief mention (15–20s) | $10 – $15 |
| Integrated segment (60–90s) | $20 – $30 |
| Dedicated video | $40 – $80 |
| Shorts sponsorship | $5 – $15 |
| Multi-video package | Base rate, 10–20% discount |
So a channel whose videos reliably get 40,000 views in 30 days can reasonably ask $800 to $1,200 for a 60-second integration. Niche adjusts this substantially: B2B, finance and software audiences command well above these bands, while general entertainment sits below.
What raises your rate
- Audience concentrated in high-value countries
- A niche with clear purchase intent
- Evergreen videos that keep accruing views after the campaign
- Demonstrated conversion data from previous sponsors
- High comment engagement, which brands read as trust
What belongs in a media kit
- 1Median views per video over the last 90 days, not subscriber count first
- 2Audience geography and age split
- 3Average view duration, which shows whether a mid-roll gets seen
- 4Two or three previous sponsor examples with outcomes if you have them
- 5Your rates and available placements, stated plainly
Negotiation mistakes
- Accepting affiliate-only deals for the first sponsorship, which sets a zero baseline
- Agreeing to exclusivity clauses without a premium
- Not specifying how long the sponsored segment stays in the video
- Failing to disclose the partnership, which breaches YouTube policy and local advertising law