What is the difference between CPM and RPM on YouTube?
CPM is what advertisers pay; RPM is what the creator keeps. YouTube Help defines CPM as the cost an advertiser pays for every 1,000 ad impressions, and playback-based CPM as the cost for every 1,000 video playbacks where an ad is shown (YouTube Help). RPM, revenue per mille, is what a creator earned for every 1,000 views, counting ads, channel memberships, YouTube Premium, Super Chat and Super Stickers (YouTube Help).
RPM is lower than CPM for two reasons: it is counted after YouTube's share, and it divides by every view, including views where no ad ran. Cooking creator Carla Lalli Music wrote in February 2025 that advertising on her channel cost about $29 per thousand views while her RPM was around $10 (Carla Lalli Music, Substack). Tech reviewer Lon Seidman put the average ad rate on his channel at $20 per thousand views "before YouTube takes their cut" in March 2025 (Lon.TV blog).
How much of the ad money does YouTube keep?
On long-form videos the creator gets 55% and YouTube keeps 45%. YouTube pays partners 55% of net revenues from ads on their public videos on the watch page and in the embedded player (YouTube Help, partner earnings overview).
Shorts work differently. Ad revenue from the Shorts feed is pooled each month, part of the pool pays for music licensing, and the rest is split among creators by their share of views. From their share, partners receive 45% (YouTube Help), and YouTube says creators keep 45% of their allocated revenue whether or not they used music (YouTube Help, Shorts revenue sharing).
Fan funding pays more. Partners receive 70% of net revenues from channel memberships, Super Chat, Super Stickers and Super Thanks. For subscriptions, YouTube said in August 2026 that it places 30% of net Premium revenue and 60% of net Premium Lite revenue into pools distributed by member watch time and views, before the same 55% and 45% shares apply (YouTube Official Blog).
What RPM do YouTube creators report, by niche?
Among creators who have published their own figures, personal finance channels report the highest RPMs, and lifestyle channels the lowest of the niches with enough disclosures to compare. The table summarizes every niche where at least three creators published an RPM in US dollars for long-form video or without naming a format. Each row is the median across creators, after taking each creator's own median first, so one prolific poster does not dominate.
| Niche | Median RPM (USD per 1,000 views) | Creators | Disclosures published |
|---|
| Personal finance and investing | $10.96 | 6 | 2021 to 2022 |
| Business, entrepreneurship and creator education | $8.44 | 3 | 2015 to 2021 |
| Tech | $5.50 | 3 | 2020 to 2023 |
| Travel | $5.11 | 4 | 2023 to 2025 |
| Lifestyle and vlogs | $4.45 | 4 | 2021 to 2023 |
These are self-reported figures from a handful of channels in different years, not a sample, and the medians are our calculation. Treat them as what creators in a niche have seen, not what a new channel will earn.
Recent disclosures show how wide the spread is inside one channel. A home decor channel, Pallet Perfect, averaged $4.16 RPM in its first months of monetization in 2025, but one paint-color video earned $10.21 while its most-viewed video earned $0.83 per 1,000 views (Alston Godbolt). Marcus Smith's walking-tour travel channel reported $2.45 RPM for 2023 and $2.96 for 2024 (Marcus Smith); the travel couple Amelia and JP put theirs at usually around $7 in 2024 (Amelia and JP). Lon Seidman saw RPMs of $5 to $6 on long-form tech videos in early 2023 (Lon.TV blog). At the low end, the Brick Experiment Channel, which films Lego Technic experiments, reported an RPM of only 0.51 USD for 2024, its third yearly drop in a row (Brick Experiment Channel).
What CPM do YouTube creators report, by niche?
Finance and business channels report CPMs three to four times those of gaming, entertainment and education channels. The table uses every niche where at least three creators published a CPM in US dollars, computed the same way as the RPM table.
| Niche | Median CPM (USD per 1,000) | Creators | Disclosures published |
|---|
| Personal finance and investing | $20.00 | 7 | 2020 to 2022 |
| Business, entrepreneurship and creator education | $16.79 | 6 | 2019 to 2022 |
| Lifestyle and vlogs | $7.92 | 6 | 2019 to 2021 |
| Tech | $6.83 | 8 | 2020 to 2025 |
| Entertainment and comedy | $5.25 | 3 | 2019 to 2020 |
| Film, anime and reviews | $5.25 | 3 | 2020 |
| Books and writing | $5.14 | 3 | 2020 |
| Gaming | $4.94 | 8 | 2020 |
| Education and science | $4.78 | 5 | 2020 to 2024 |
Most of these CPM figures are from 2020, and many from one month of it. In April 2020 Tubefilter collected the CPMs creators posted publicly under the headline that they were disclosing declining AdSense rates amid the coronavirus pandemic. Not every channel fell: the biology channel Nature League reported a CPM up 318% to $7.81 over six weeks (Tubefilter, April 2020). Compare these CPMs with later years only with that in mind.
Topic can count for more than size. Paige Brunton, who teaches website design, reported an average CPM of $166.61 for 2022 on a channel that averaged about 3,750 subscribers, and $218.92 for 2021, when the channel was almost all Squarespace tutorials. She earned just over $7,000 from YouTube in 2022 (Paige Brunton, January 2023). She published these with a dollar sign but no currency, so they are not in the medians above.
How much do YouTube Shorts pay per 1,000 views?
Creators report Shorts RPMs of a few cents to about 30 cents per 1,000 views, against several dollars on their long-form videos. When ad revenue sharing on Shorts began in February 2023, creators who shared their first weeks of earnings with Business Insider reported RPMs of about four to five cents: Roblox creator Ammon Runger $0.05, James Seo $0.05 and Kaz Sawyer $0.04 (Business Insider, March 2023).
Two years later the gap was still wide. In February 2025 Digiday reported that the tabletop-gaming creator Maldhound averaged about $5.50 RPM on 20- to 30-minute videos and $0.18 on Shorts, and that LordDraconical saw about $0.20 on Shorts against $3.33 on long-form (Digiday). A network of faceless Shorts channels run by Bennett Santora reported RPMs between $0.15 and $0.30, and dancer Matt Steffanina typically about $0.18 on short-form.
How much does RPM change from month to month?
One channel's RPM can move by a third or more within a year. Business Insider published productivity creator Ali Abdaal's monthly RPMs for 2022, from documentation he provided, converted from pounds to dollars: an average of $8.23, up from about $5 in 2021 (Business Insider, December 2022).
| Month (2022) | RPM (USD) |
|---|
| January | $8.09 |
| February | $7.99 |
| March | $9.04 |
| April | $8.74 |
| May | $9.44 |
| June | $9.39 |
| July | $7.24 |
| August | $6.73 |
| September | $7.54 |
| October | $7.98 |
| November | $8.98 |
| December (part month) | $7.70 |
His highest month was May and his lowest August, so the year-end rise many creators describe did not dominate on this channel. Others do see it: Colin and Samir wrote in December 2022 that their CPM was around $11 in the summer and upwards of $20 that month (The Publish Press).
How much does YouTube pay creators in total?
YouTube says it paid $100 billion to creators, artists and media companies over four years. In February 2024 it said it had paid over $70 billion over the previous three years (YouTube Official Blog), and its creator site now gives $100 billion for January 2021 to December 2024 (YouTube). Both totals include artists and media companies, not only independent creators.
The money comes mostly from advertising. Alphabet reported YouTube ads revenue of $31,510 million in 2023, $36,147 million in 2024 and $40,367 million in 2025 (Alphabet Form 10-K), and said YouTube's revenue across ads and subscriptions exceeded $60 billion for 2025 (Alphabet Q4 2025 earnings release).
When can a channel start earning ad revenue?
A channel needs 1,000 subscribers and either 4,000 qualified watch hours in the last 12 months or 10 million qualified Shorts views in the last 90 days to share ad revenue (YouTube Help). A lower tier, which unlocks fan funding and Shopping but not ad revenue, starts at 500 subscribers (YouTube). From February 1, 2027, new applicants will need 8,000 watch hours or 20 million Shorts views instead (YouTube Help).
What the popular CPM and RPM numbers really say
"Finance channels earn $40 to $50 per 1,000 views"
Those numbers are advertiser CPMs from a few channels around 2021, not creator earnings. In May 2021 finance creator Griffin Milks told Business Insider his videos made $24 to $40 (US dollars) per 1,000 ad views, his CPM, while his RPM, what he took home per 1,000 views, was about $11 (Business Insider, May 2021). Daniel Inskeep reported a CPM of over $30 on one finance video in July 2021 (Daniel Inskeep). Quote finance CPMs as CPMs, with the year.
"Finance RPMs reach $29"
One channel did, in one month. Joshua Mayo's channel had an RPM of $29.30 in October 2022, according to documentation Business Insider viewed, against about $6 a year earlier; Business Insider reported that his RPM climbed through 2022 after he switched niches, and his channel now covers personal finance and investing (Business Insider, November 2022). It is the highest RPM in the disclosures we found, not a niche average.
"A $15 CPM means a creator earns $15 per 1,000 views"
It does not. The finance channel rareliquid reported an RPM of $6.11 against a CPM of $14.48 for the same months of 2021, because CPM is counted before YouTube's share and only on views with ads (rareliquid, Medium). To estimate earnings, multiply views by RPM, not CPM.
How we built this page
We started from the questions people search for about youtube cpm and rpm by niche and looked for the organization that actually produced each answer. Every figure on this page sits in an evidence ledger with its source, the exact table or paragraph it came from, the measurement period, the population measured, and the date we checked it. This edition holds 83 figures from 16 publishers.
On October 19, 2026, every creator figure was matched word for word against the creator's own post or the interview that published it, and YouTube's terms against YouTube Help, the YouTube Official Blog and Alphabet's SEC filings. Pages that block automated requests, mostly on Medium, were read in a browser. We left out figures we could not open (member-only posts and pages behind bot checks), estimates from roundup sites and social-media analytics tools, and creators who stated numbers only aloud in videos.
We only cite the producer: the creator's own post, or the interview in which a named creator gave the figure, and YouTube's and Alphabet's own documents. We do not cite statistics roundups, CPM-by-niche listicles, or analytics tools that estimate other channels' earnings. Inputs not printed on this page are in the full disclosure table (CSV), one row per figure we verified, including every input to the niche medians. We did not bypass paywalls or sign-up forms; where a full report was gated, we used only the figures its publisher states publicly.
Figures marked "our calculation" are arithmetic on the cited numbers, and anyone can reproduce them:
| Figure | Formula | Inputs |
|---|
| DRV-001 | median across creators of each creator's median US-dollar RPM (long-form or format not stated; Shorts-only excluded) | CRD-108, CRD-109, CRD-110, CRD-111, CRD-112, CRD-113, CRD-132, CRD-135, CRD-168, CRD-173 |
| DRV-002 | median across creators of each creator's median US-dollar RPM (long-form or format not stated; Shorts-only excluded) | CRD-079, CRD-080, CRD-116, CRD-117, CRD-134, CRD-152, CRD-153 |
| DRV-003 | median across creators of each creator's median US-dollar RPM (long-form or format not stated; Shorts-only excluded) | CRD-012, CRD-013, CRD-014, CRD-015, CRD-016, CRD-028, CRD-033, CRD-057 |
| DRV-004 | median across creators of each creator's median US-dollar RPM (long-form or format not stated; Shorts-only excluded) | CRD-162, CRD-179, CRD-180, CRD-181, CRD-284 |
| DRV-005 | median across creators of each creator's median US-dollar RPM (long-form or format not stated; Shorts-only excluded) | CRD-076, CRD-077, CRD-157, CRD-158, CRD-186, CRD-188 |
| DRV-006 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-223, CRD-224, CRD-225, CRD-226, CRD-236, CRD-227, CRD-228, CRD-250, CRD-233, CRD-235, CRD-240, CRD-245, CRD-254, CRD-259 |
| DRV-007 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-017, CRD-187, CRD-189, CRD-207, CRD-208, CRD-214, CRD-215, CRD-216, CRD-217, CRD-241, CRD-244, CRD-255, CRD-258 |
| DRV-008 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-125, CRD-136, CRD-139, CRD-165, CRD-166, CRD-193, CRD-196, CRD-197, CRD-172, CRD-261, CRD-264, CRD-265 |
| DRV-009 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-090, CRD-091, CRD-127, CRD-128, CRD-161, CRD-183, CRD-185, CRD-205, CRD-218, CRD-260, CRD-266, CRD-267, CRD-268, CRD-269, CRD-270, CRD-273, CRD-200, CRD-279, CRD-280, CRD-281, CRD-282, CRD-283, CRD-201, CRD-202, CRD-203, CRD-204, CRD-206 |
| DRV-010 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-140, CRD-141, CRD-190, CRD-198, CRD-199, CRD-209, CRD-211, CRD-219, CRD-220, CRD-221, CRD-276, CRD-277, CRD-278, CRD-257 |
| DRV-011 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-036, CRD-039, CRD-042, CRD-045, CRD-048, CRD-051, CRD-155, CRD-210, CRD-222, CRD-229, CRD-248 |
| DRV-012 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-230, CRD-243, CRD-253 |
| DRV-013 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-238, CRD-252, CRD-274, CRD-275 |
| DRV-014 | median across creators of each creator's median US-dollar CPM (long-form or format not stated; Shorts-only excluded) | CRD-234, CRD-246, CRD-249 |
This edition contains no Mark Studios customer data.
Limitations
- These are self-reported figures, not a sample. Creators who publish their earnings choose to, and channels with unusually good or bad numbers are more likely to write about them.
- The disclosures span many years. Most CPM figures are from 2020, many from April 2020, when creators reported falling ad rates during the pandemic. Every figure carries its year; compare across years with care.
- Niches are broad and the counts are small. The niche medians rest on three to eight creators each. One creator's channel can move a median.
- Creators define metrics loosely. Some older interviews say CPM where YouTube Analytics would say playback-based CPM or RPM. Each figure keeps the creator's own label.
- Currencies differ. The niche medians use US-dollar figures only. Figures published in pounds, euros or Canadian dollars are not converted.
- Audience geography matters and is rarely stated. Most of these channels have mainly U.S. or other high-income audiences, which pay more per view.
How to cite this page
For a single figure, cite the original publisher named next to it, and link here if the verification trail is useful to your readers. Each figure has its own anchor, so you can link straight to it, for example https://www.markstudios.com/research/youtube-cpm-rpm#DRV-001. To cite the page as a whole:
Mark Studios. "YouTube CPM and RPM by Niche." Last verified Oct 19, 2026. https://www.markstudios.com/research/youtube-cpm-rpm
Our calculations and the evidence table are free to reuse with attribution and a link to this page. Each underlying figure remains the claim of its original publisher, and some publishers ask for a link when their figures are reused.
Sources
Download the evidence table (CSV) Download every verified disclosure (CSV)
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Update policy and change log
We re-verify every figure quarterly and when a major source publishes a new edition. The next scheduled review is January 2027. Corrections go to contact@markstudios.com.
- Oct 19, 2026: First published with 83 figures from 16 publishers, each checked against its original source.
