YouTube sponsorship calculator
Estimate an indicative range for a sponsorship from the views you expect on the video and the CPM you want to apply. No subscriber counts: what is being booked is expected exposure.
Calculator form
Indicative estimate
Sponsorship estimate
Your estimate will appear here
Enter the views you expect, check the CPMs and press “Calculate sponsorship”. You will not see a figure until then.
- Enter the views you expect on the video.
- Enter your own CPM: the calculator proposes none.
- Press “Calculate sponsorship” or load the example.
- Low
- —
- Reference
- —
- High
- —
An indicative range to negotiate with, not an official or guaranteed rate. Taxes are not included.
How that number is built
Each figure uses its own CPM and its own multiplier, so the reference is not the midpoint of the range. Every surcharge applies to the base sponsorship fee.
| Item | Amount |
|---|---|
| Base sponsorship | |
| Additional rights | |
| Exclusivity | |
| Other surcharges | |
| Total |
Inputs used
What went into the calculation, so it ends up in writing in your quote.
- Expected views
- CPMs applied
- Sponsorship type
- Multipliers
- Currency
- Channel category
Assumptions applied
Worth noting
What this tool calculates
This calculator estimates the price of a sponsorship on your channel from two things: the views you expect on the video and the CPM, that is, what you charge per thousand views. It returns a range with three figures: low, reference and high.
It does not use subscriber count. And it does not include licensing the video for the brand to reuse outside your channel: that is quoted in the usage rights calculator.
If you also shoot content for the brand to publish, the tool you want is the UGC rate calculator.
What moves the price
- Expected views, not subscribers
- What the brand buys is real reach. An average of your recent comparable videos describes what it will get far better than a subscriber number that may be years old.
- You set the CPM
- It is the variable that moves the result most. The three starting values are an editable reference: your sector, your market and your deal history outrank any preset.
- Integration or dedicated video
- A mention inside a video you were making anyway is not the same as a whole video built around the sponsor. The second one takes up the entire piece and its entire audience.
- Additional rights
- If the brand wants more than the video on your channel, that is negotiated and charged on top of the sponsorship.
- Exclusivity
- Committing to not sponsor competitors for a while closes off other deals in the same sector.
- What is not in the formula
- The channel category is recorded but applies no multiplier, and neither does the length of the mention: we have no reference we could justify turning into a factor.
What it actually returns
The result is an indicative range, not an official or guaranteed rate. No brand is obliged to pay it, and no reference replaces a negotiation.
Here the reference is not the midpoint of the range, unlike the project's other calculators. Each figure uses its own CPM and its own multiplier, so a dedicated video can produce a very wide range with a reference much closer to the low end.
What CPM means
- Cost per mille
- CPM is what you charge per thousand views of the video. With 50,000 expected views and a CPM of 50, the base sponsorship is 50 × 50 = 2,500.
- Not the CPM in your analytics
- The advertising CPM you see in YouTube Studio is what an advertiser pays per thousand impressions in the platform's ad system. A sponsorship CPM is negotiated directly with the brand: two different things, with no reason to look alike.
- Why expected views
- Because they describe the exposure the brand will get. Subscribers do not watch every video: two channels with the same count can perform very differently.
- Which average to use
- The one from your recent comparable videos. If one video went unusually wide, including it inflates the result and makes the promise harder to keep.
- Three CPMs, not one
- The low one bounds your floor, the high one your ceiling, and the reference is your usual starting point. Set all three the same to work with a flat CPM.
Starting references
What the calculator proposes and what it does not. The sponsorship CPM and the dedicated-video multipliers carry no proposed value: the documentary review found no evidence supporting the ones we used to publish, and they were withdrawn without replacement.
| Item | Value | Nature |
|---|---|---|
| Sponsorship CPM | You set it | No preset low |
| Sponsored integration inside the video | 1× / 1× / 1× | Our own heuristic high |
| Video dedicated to the sponsor: I set the multipliers | You set it | No preset low |
| Another format: I set the multipliers | You set it | No preset low |
| Additional rights | You set it | No preset low |
| Exclusivity | You set it | No preset low |
| Other surcharges | You set it | No preset low |
The integration’s 1× is not an observed premium: it is the identity of the model, because the integration IS the base every other format is described against.
No preset: the sponsorship CPM and the dedicated-video multipliers carry no proposed value. There is no published reference we could stand behind, so you enter them.
From a source: a figure taken from an identifiable source. Derived: a transparent synthesis of several sources. Our own heuristic: the project’s own criterion, with no external source. No preset: we propose no value and you enter it.
Reviewed on 24 August 2026. The sources consulted and their limitations are on the sources page.
How it is calculated, step by step
The base sponsorship first, then the surcharges, all on that same base. There is no compounding:
- Base sponsorship = (views ÷ 1,000) × CPM × multiplier, each figure with its own CPM and its own multiplier.
- Additional rights = base sponsorship × rights percentage.
- Exclusivity = base sponsorship × exclusivity percentage.
- Other surcharges = base sponsorship × other percentage.
- Total = base sponsorship + rights + exclusivity + other.
- Nothing is rounded between operations: rounding to two decimals is presentation only.
About the currency
You enter all three CPMs yourself, so you are already entering them in whichever currency you picked. We do not convert currencies: switching currency touches no figure, only the symbol the result is shown with.
That is deliberate. A CPM is not an amount you can move between currencies with an exchange rate: it depends on each country's market.
What the result excludes
- Taxes, withholdings and agency or platform fees.
- Licensing the video for reuse outside your channel.
- Platform advertising revenue or affiliate income.
- Reimbursable production costs such as travel or buying product.
The project's general methodology
The criteria shared by every calculator in the project, and the limits that apply to any estimate, are described on the methodology page.
Sources
The base range in this calculator is an indicative reference put together by the project and does not yet rest on any verified external source. When one exists, it will be published with its review date on sources and updates. We would rather say so than cite a reference we have not checked.
Frequently asked questions
Is this the price the brand will pay?
No. It is an indicative estimate to prepare your proposal. The brand's budget, its sector and your negotiating position can move the final figure a long way.
Why are subscribers not asked for?
Because they do not describe what the brand will get. A channel with many inactive subscribers delivers less exposure than a small one with a steady audience. Expected views are a more honest baseline.
What CPM should I use?
The one you can justify with your own history: deals you have closed before, or what brands in your sector have offered you. We propose none, because there is no published sponsorship CPM that works across every market and every audience, and we would rather leave a field empty than show a figure we cannot stand behind.
How much is a dedicated video worth against an integration?
It is usually negotiated higher, because the scope and the commercial focus are greater, but we propose no ratio: we found no evidence of a figure that holds across cases. Here you set all three multipliers yourself, and the resulting range will be as wide as you make it.
Do Shorts count the same?
No. They usually rack up far more views with far shorter attention, so they are best treated as a separate format with their own CPM rather than blended into the same average.
Is anything I type stored?
No. The whole calculation happens in your browser. There is no server, no account, no cookies and no local storage: reload the page and nothing remains.
Can I use this to put a quote together?
Yes, as long as the CPM you entered is yours and you can back it up. The result shows expected views, CPM and multiplier separately, so the conversation with the brand stops being about the final price and becomes one about each assumption.
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