Costs and pricing
Part of YouTube sponsorship rates per view UK vary by channel size
YouTube sponsorship rates per view UK vary by channel size
UK YouTube sponsorship rates per view depend on channel size, niche and format. Compare typical CPM and flat-fee figures, plus ASA disclosure rules.
What to take away
- YouTube sponsorship rates per view UK are usually a CPM benchmark, not a flat price for every channel.
- A sponsored integration often prices higher than display CPM because it includes production, usage rights and exclusivity.
- Channel size changes the floor, but niche, audience location and watch time drive the final fee.
- ASA rules require a clear ad label, and the Consumer Protection from Unfair Trading Regulations 2008 make hidden ads a legal risk.
- VAT can change the invoice total, so agree whether the fee is gross or net.
How YouTube per-view pricing works
A YouTube brand deal rates UK guide cannot simply copy Instagram or TikTok price lists. On YouTube the unit is an integration inside a video that may run for months or years. The creator's existing audience watches for a specific topic, so the placement borrows trust rather than interruption.
Before you negotiate sponsorship rates, agree the deliverable: a 60-second mid-roll, a dedicated video or a short pre-roll mention.
YouTube CPM sponsorship UK: views versus integration fee
CPM means cost per thousand views. A brand may compare your fee with paid media CPMs, but a sponsorship CPM is not the same as YouTube's ad CPM. The sponsorship fee buys the creator's production time and audience relationship.
UK sponsorship fee by channel tier
Nano
- Views per video
- 1k-10k
- Illustrative UK fee
- £50-£250
- Equivalent CPM
- £25-£50
Micro
- Views per video
- 10k-50k
- Illustrative UK fee
- £200-£900
- Equivalent CPM
- £18-£20
Mid
- Views per video
- 50k-250k
- Illustrative UK fee
- £800-£4,000
- Equivalent CPM
- £16
Large
- Views per video
- 250k-1M
- Illustrative UK fee
- £3,000-£12,000
- Equivalent CPM
- £12
IAB UK's Digital Adspend report, compiled with PwC, tracks UK digital ad spend and is the usual published reference for paid-media CPMs. The bands below are typical UK sponsorship ranges, set by what brands pay creators, not by ad auctions.
| Channel tier | Views per sponsored video | Typical UK fee | Equivalent CPM | Pence per view |
|---|---|---|---|---|
| Nano | 1,000 to 10,000 | £50 to £250 | £25 to £50 | 2.5p to 5p |
| Micro | 10,000 to 50,000 | £200 to £900 | £18 to £20 | 1.8p to 2p |
| Mid | 50,000 to 250,000 | £800 to £4,000 | £16 | 1.6p |
| Large | 250,000 to 1,000,000 | £3,000 to £12,000 | £12 | 1.2p |
Worked example CPM: a £1,200 integration on 40,000 views is £30 per thousand views, or 3p per view.
What UK channel size does to the rate
Subscriber count is a weak signal because YouTube counts views, not followers. A 20,000-subscriber channel with strong watch time can beat a 200,000-subscriber channel with poor retention. Brands buying UK audience data often ask for the share of viewers in the UK.
That UK share matters for a YouTube CPM sponsorship UK quote. A mostly US audience is worth more to some brands and less to others. If your analytics show a UK majority, say so in the media kit.
ASA rules and disclosure for paid YouTube videos
The CAP Code requires ads to be obviously identifiable. The ASA's advertising codes apply to influencer marketing, including YouTube. A verbal mention, an on-screen label and a description note should all make the commercial relationship clear.
The Consumer Protection from Unfair Trading Regulations 2008 also ban misleading omissions. If a brand pays for the video, hiding that fact can be an unfair commercial practice.
The arrangement should also cover usage rights, exclusivity and approval. A brand that wants to run the clip as a paid ad for six months should pay more than a brand that only wants the organic post.
Worked example: a £1,200 integration
Suppose a UK tech creator quotes £1,200 for a 90-second integration. The video gets 40,000 views in the first month.
Worked example: £1,200 integration
- £1,200quoted fee for 90-second integration
- 40,000views in first month
- £30raw CPM
- 20%VAT addition if registered
- Set the base fee from your recent 30-day view average, not your subscriber count.
- Add production time for scripting, filming and editing.
- Add a usage-rights fee if the brand will run paid ads.
- Add an exclusivity fee if you cannot work with rival brands.
- Check whether the £1,200 is before or after VAT.
VAT registration is required once taxable turnover passes £90,000 in any rolling 12-month period. At that point, a £1,200 fee may need a 20% VAT addition.
Read VAT on sponsorship rates before you invoice.
How to build a UK rate card
Start with your last ten sponsored videos. Write down the fee, the views at 30 days and the deliverable. That history is your best pricing evidence.
Then set a floor. A floor stops a rushed deal from undercutting your future rates. If a brand cannot meet it, offer a shorter integration instead.
Use a spreadsheet to test how a fee looks at different view counts. Keep the output as a guide, not a rule.
Common questions
Do UK YouTubers charge per view or per video?
Most quote a flat fee per integration, then compare it with views to get an effective CPM. Per-view pricing is rare because views arrive after the deal is signed.
What is a good YouTube CPM for a sponsorship in the UK?
There is no single market CPM. A finance or business channel can justify a higher CPM than a general entertainment channel with the same views. The table above gives typical bands for that channel type, not a market average.
Does a small channel need to disclose a paid partnership?
Yes. ASA rules apply to any paid promotion, whatever the channel size. A clear label protects the creator and the brand.
Can I charge VAT on a YouTube sponsorship?
If you are VAT registered, you normally charge VAT on UK sponsorship income. Check the GOV.UK VAT registration page and your own records.
