Sponsorship Rate Calculator
Find out what to charge for sponsored content on Twitch, YouTube, TikTok, and Instagram based on your real audience size and content type.
Platform
Your 30-day average from Twitch Analytics
Estimates only — not business or financial advice
These figures are based on industry benchmarks and vary significantly by niche authority, engagement quality, exclusivity, deliverables, usage rights, and negotiation. Treat them as a reference starting point, not a guaranteed rate. Always evaluate individual brand deals based on your own goals and circumstances.
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How the calculation works
Sponsorship rates are driven by CPM (cost per thousand impressions to the advertiser) and vary significantly by platform, niche, and placement type. The calculator uses industry-standard benchmarks for each platform.
On Twitch, rates are based on average concurrent viewers — integrations typically run $2–$5 per viewer, and dedicated streams $5–$10 per viewer. On YouTube, niche is the biggest factor: finance channels command 3× the rate of gaming channels at the same view count.
TikTok rates are driven by actual post views rather than followers, since view counts better reflect reach. Instagram still uses a follower-based model for feed posts, with Reels earning a premium due to higher algorithmic reach.
Frequently asked questions
How do brands calculate what to pay creators?
Most brands use CPM (cost per 1,000 impressions) as the primary metric, then adjust for audience quality, engagement rate, exclusivity, usage rights, and niche. A finance creator with 50K views commands more than a gaming creator with 500K views in many cases.
What's the difference between an integration and a dedicated video?
An integration is a 30–90 second sponsor segment inside a larger video or stream. A dedicated video or stream is entirely focused on the sponsor. Dedicated placements typically cost 2× a same-size integration because the viewer's full attention is on the brand.
Should I charge more for exclusivity?
Yes. If a brand wants to prevent you from working with competitors (category exclusivity), that typically adds 25–50% to the rate. Full exclusivity for a month or longer should be priced accordingly.
Do I include usage rights in my rate?
If a brand wants to repurpose your content in their ads, that's additional usage rights — typically 20–50% on top of the creation fee, depending on how long and where they plan to run it.
What do the floor rates represent?
The floor rates reflect minimum market value based on industry benchmarks — a starting point for negotiation, not a fixed rule. Whether to accept or decline any specific offer depends on your goals, timeline, relationship with the brand, and other factors only you can weigh.
How do I find brands to work with as a small creator?
Start with brands you already use and genuinely recommend. Email their creator/influencer partnerships team directly — a personalized pitch with your stats and audience description converts better than contact forms. Creator marketplaces like AspireIQ, Grin, and Creator.co also connect brands with smaller creators.
What should a sponsorship pitch include?
A strong pitch includes: your channel stats (avg viewers, monthly views, follower count), audience demographics (age, location, primary interests), engagement rate, 2–3 examples of past sponsor integrations or strong organic content, your proposed rate, and a brief explanation of why your audience is a fit for their product.
Should I disclose sponsorships to my audience?
Yes — this is both a legal requirement (FTC guidelines in the US, CAP Code in the UK) and an ethical practice. Clearly state at the start of a sponsored segment that it's paid/sponsored. Most audiences respect transparency; hiding it risks backlash and legal exposure. Use clear language: 'This segment is sponsored by...' or '#ad'.