The short answer
YouTube sponsorship CPMs (cost per thousand views) typically range from £8 to £35 depending on channel size, niche, and engagement. But negotiating on a per-view basis is rarely how deals are structured — brands pay a flat fee per integration or per deliverable, not per view. The CPM rate is a benchmark tool for checking whether a flat offer is reasonable, not a price list.
YouTube sponsorship rates by channel size (GBP)
Based on general-niche channels with average engagement. Apply niche multipliers below.
| Channel size | Avg views/video | Implied CPM | 60s integration | Dedicated video |
|---|---|---|---|---|
| Under 50k subs | 2k – 8k | £18 – £35 | £400 – £1,200 | £700 – £2,000 |
| 50k – 200k subs | 8k – 40k | £15 – £30 | £1,200 – £4,000 | £2,500 – £8,000 |
| 200k – 1M subs | 30k – 150k | £12 – £25 | £4,000 – £15,000 | £10,000 – £35,000 |
| 1M+ subs | 150k+ | £8 – £20 | £15,000 – £60,000+ | £30,000++ |
UK/general content niche. Finance, tech, and health channels command a significant premium — see multipliers below.
Why “rate per view” is the wrong way to negotiate
A brand books you based on your average — but the specific video you post the integration in might over- or under-perform. Negotiating on a per-view basis creates disputes. A flat fee per deliverable doesn't.
A video targeting your core subscribers is worth more per view than a video that goes viral outside your niche. Per-view pricing doesn't account for this.
Media buyers think in CPM for programmatic display. Creator partnerships teams think in flat fees, deliverable scope, and campaign fit. Meeting them with a per-view rate is unusual and sometimes off-putting.
If you charge per view and your video hits 10× your average, you've left significant money on the table. A flat fee protects you from downside and lets you benefit from upside.
Use CPM as a sanity check, not a price tag.If a brand offers you a flat fee, divide it by your average views ÷ 1,000 to get your implied CPM. If it's below £8, the offer is low. If it's above £35, it's very strong. This gives you a frame for negotiation — not a starting point for quoting.
Niche multipliers
The rates above are for general-interest channels. Multiply by these factors if your content targets a higher-value niche.
Rate by deliverable type
Not all YouTube placements are equal. Here's how they stack up relative to each other.
What brands actually look at when evaluating your rate
Subscribers are a lagging indicator. A channel with 200k subscribers and 8k average views is less valuable to a brand than one with 50k subscribers and 25k average views.
Likes and comments relative to views signal how invested the audience is. A highly engaged smaller audience often converts better than a passive large one. See our engagement rate benchmarks guide.
A 35-44 male UK audience is worth more to a finance brand than a 16-24 global audience. Rates should reflect this — and your media kit should make the demo clear.
If you have data from previous campaigns (clicks, promo code redemptions, sign-ups), share it. It shifts the conversation from 'how much do you charge?' to 'what do I get for this?'
An off-niche deal (a fitness creator promoting accounting software) will underperform no matter how large the channel. Brands that fit your audience will pay more because they get more.
Related guides
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