Flagship data, updated Nov 2026
Creator Benchmark Rates
What creators charge and earn on newsletters, LinkedIn, YouTube, Instagram, TikTok, podcasts and X. 77 published figures from 15 sources, each linked and dated, with filters by audience size and audience type.
77 data points15 sources7 channelsDownload CSV
Audience size
Audience type
Rate shown on the map
The CTC rate map
Where each channel sits on pay and on brand demand, for the filters you picked.
How to read it. Further right means a higher typical rate. Higher up means more brands use the channel for creator campaigns. The dashed lines are the middle of the channels shown, so the four corners describe each channel relative to the others, not against a fixed standard.
Method. For each channel we take every matching figure in the table and use one representative number per figure. That is the source's own median or average when it gives one, the midpoint when it gives a range, and the starting price when a range is open ended, such as $45,000 or more. The dot is the median of those numbers, and the label shows how many figures it uses. Euro figures are converted at the ECB reference rate for 30 Oct 2026 (1 EUR = 1.1172 USD). The horizontal scale is logarithmic.
Demand. The vertical axis is the share of brands that use each platform for influencer marketing, from Influencer Marketing Hub's 2025 benchmark report (a copy of the report, as the original sits behind a form). X is shown as under 10% from Influencer Marketing Hub's Oct 2026 rates page, a different source, so its dot is hollow. Newsletters and podcasts are not in that survey, so they sit in the row below the chart. Demand does not change with the filters because the survey does not split it by audience size.
Every figure, with its source
Showing all 77 figures.
General means the source does not say whether the audience is business or consumer. Prices are in US dollars unless shown in euros. Asking prices and rate guides are not the same as completed deals, and the metric column says which each figure is.
| Channel | What it measures | Value | Audience size | Audience type | Source and date | Note |
|---|---|---|---|---|---|---|
| Newsletter | Main sponsor slot, listed price | $150 median (middle half $95 to $263) | Under 5,000 subscribers | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Listed prices, mostly Passionfroot storefronts, so real deals can differ. |
| Newsletter | Main sponsor slot per 1,000 subscribers | $69.84 median per 1,000 subscribers | Under 5,000 subscribers | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Per 1,000 figure is stated by the source. |
| Newsletter | Main sponsor slot, listed price | $310 median (middle half $239 to $513) | 5,000 to 19,999 | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Listed prices, mostly Passionfroot storefronts, so real deals can differ. |
| Newsletter | Main sponsor slot per 1,000 subscribers | $36.3 median per 1,000 subscribers | 5,000 to 19,999 | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Per 1,000 figure is stated by the source. |
| Newsletter | Main sponsor slot, listed price | $520 median (middle half $300 to $1,025) | 20,000 to 49,999 | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Listed prices, mostly Passionfroot storefronts, so real deals can differ. |
| Newsletter | Main sponsor slot per 1,000 subscribers | $19.23 median per 1,000 subscribers | 20,000 to 49,999 | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Per 1,000 figure is stated by the source. |
| Newsletter | Main sponsor slot, listed price | $700 median (middle half $450 to $1,400) | 50,000 to 99,999 | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Listed prices, mostly Passionfroot storefronts, so real deals can differ. |
| Newsletter | Main sponsor slot per 1,000 subscribers | $10.53 median per 1,000 subscribers | 50,000 to 99,999 | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Per 1,000 figure is stated by the source. |
| Newsletter | Main sponsor slot, listed price | $1,300 median (middle half $470 to $3,063) | 100,000 or more | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Listed prices, mostly Passionfroot storefronts, so real deals can differ. |
| Newsletter | Main sponsor slot per 1,000 subscribers | $6.66 median per 1,000 subscribers | 100,000 or more | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | Per 1,000 figure is stated by the source. |
| Newsletter | Starting flat fee rule | 2.5% to 5% of subscriber count, so $25 to $50 per 1,000 subscribers | Newsletters starting out | general | Paved, newsletter sponsorship rates 29 Jul 2026 | Paved's own starting rule, e.g. 10,000 subscribers is about $250 to $500. |
| Newsletter | Example CPM, marketing newsletter with 20,000 subscribers | $35 to $40 CPM | 20,000 subscribers | B2B | Paved, newsletter sponsorship rates 29 Jul 2026 | Paved's worked example, a marketing audience with a 60% open rate. |
| Newsletter | Sponsorship CPM, B2B, SaaS and finance | $80 to $200 per 1,000 subscribers | All sizes | B2B | sponsorships.ai, newsletter sponsorship rates 1 Jul 2026 | |
| Newsletter | Sponsorship CPM, Tech and developer tools | $60 to $150 per 1,000 subscribers | All sizes | general | sponsorships.ai, newsletter sponsorship rates 1 Jul 2026 | |
| Newsletter | Sponsorship CPM, Health and wellness | $40 to $100 per 1,000 subscribers | All sizes | general | sponsorships.ai, newsletter sponsorship rates 1 Jul 2026 | |
| Newsletter | Sponsorship CPM, Consumer and lifestyle | $25 to $70 per 1,000 subscribers | All sizes | B2C | sponsorships.ai, newsletter sponsorship rates 1 Jul 2026 | |
| Newsletter | Secondary slot price | 50% to 65% of the primary rate | All sizes | general | Paved, newsletter sponsorship rates 29 Jul 2026 | |
| Newsletter | Classified or footer slot price | 25% to 35% of the primary rate | All sizes | general | Paved, newsletter sponsorship rates 29 Jul 2026 | |
| Newsletter | Dedicated email price | 2 to 5 times the primary rate | All sizes | general | Paved, newsletter sponsorship rates 29 Jul 2026 | |
| Newsletter | Second slot price | 59% of the main slot (median, middle half 47% to 70%) | All sizes | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | |
| Newsletter | Classified or text ad price | 40% of the main slot (median) | All sizes | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | |
| Newsletter | Dedicated send price | 2.31 times the main slot (median, middle half 1.85 to 3.33 times) | All sizes | general | Book a Sponsor, 321 newsletter rate cards 29 Sep 2026 | |
| Newsletter | Paid newsletter price | $10 a month or $100 a year (median) | All sizes | general | beehiiv, State of Paid Newsletters 2026 22 Jun 2026 | beehiiv says list size barely changes this. |
| Newsletter | Free to paid conversion | 0.62% median, about 6 paying per 1,000 | All sizes | general | beehiiv, State of Paid Newsletters 2026 22 Jun 2026 | Top 25% in most niches convert about 2% to 5%. |
| Newsletter | Paid price, investing niche | $27 a month median | All sizes | general | beehiiv, State of Paid Newsletters 2026 22 Jun 2026 | |
| Newsletter | Paid price, travel niche | $7 a month median | All sizes | general | beehiiv, State of Paid Newsletters 2026 22 Jun 2026 | |
| Newsletter | Free to paid conversion, Substack guidance | 3% to 10% of the free list | All sizes | general | Substack, going paid checklist Aug 2022 | Older than 2024, kept because it is Substack's own figure. |
| Newsletter | Average open rate on beehiiv in 2025 | 41% plus | All sizes | general | beehiiv, State of Newsletters 2026 5 Jan 2026 | |
| Newsletter | Median days to first dollar, newsletters launched in 2025 | 66 days | All sizes | general | beehiiv, State of Newsletters 2026 5 Jan 2026 | |
| Podcast | CPM, Host read, 60 seconds | $24 to $26 per 1,000 downloads | All sizes | general | Libsyn Ads, podcast advertising guide 2026 2026 | |
| Podcast | CPM, Host read, 30 seconds | $18 to $22 per 1,000 downloads | All sizes | general | Libsyn Ads, podcast advertising guide 2026 2026 | |
| Podcast | CPM, Programmatic | $12 to $15 per 1,000 downloads | All sizes | general | Libsyn Ads, podcast advertising guide 2026 2026 | |
| Podcast | CPM, Host read sponsorship | $25 to $40 per 1,000 downloads | All sizes | general | Acast, podcast advertising guide 2026 28 Oct 2026 | |
| Podcast | CPM, Pre recorded, up to 30 seconds | $15 to $30 per 1,000 downloads | All sizes | general | Acast, podcast advertising guide 2026 28 Oct 2026 | |
| Podcast | CPM, business shows | $30 per 1,000 downloads | All sizes | general | Libsyn Ads, podcast advertising guide 2026 2026 | Category average for business podcasts, not a B2B audience label. |
| YouTube | Sponsorship CPM | $5 to $30 per 1,000 views | All sizes | general | Descript, YouTube sponsorship rates 2025 | Descript's figure as of early 2025. |
| YouTube | Sponsored video, US average | $1,000 to $2,500 | Under 15,000 subscribers | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| YouTube | Sponsored video, US average | $2,500 to $9,000 | 15,000 to 75,000 | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| YouTube | Sponsored video, US average | $9,000 to $25,000 | 75,000 to 250,000 | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| YouTube | Sponsored video, US average | $25,000 to $49,000 | 250,000 to 1M | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| YouTube | Sponsored video, US average | $49,000 or more | 1M or more | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| YouTube | Sponsored video | $20 to $200 | Under 10,000 | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| YouTube | Sponsored video | $200 to $1,000 | 10,000 to 100,000 | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| YouTube | Sponsored video | $10,000 to $20,000 | 100,000 to 1M | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| YouTube | Sponsored video | $20,000 to $50,000 | 1M or more | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| YouTube | Average paid per collaboration | $255 paid ($311 asked) | All sizes | general | Collabstr, 2026 influencer marketing report 26 Oct 2026 | Covers 2025 collaborations on Collabstr. |
| Instagram post, US average | $500 to $2,000 | Under 15,000 followers | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | ||
| Instagram post, US average | $2,000 to $8,000 | 15,000 to 75,000 | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | ||
| Instagram post, US average | $8,000 to $20,000 | 75,000 to 250,000 | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | ||
| Instagram post, US average | $20,000 to $45,000 | 250,000 to 1M | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | ||
| Instagram post, US average | $45,000 or more | 1M or more | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | ||
| TikTok | TikTok video, US average | $500 to $2,000 | Under 15,000 followers | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| TikTok | TikTok video, US average | $2,000 to $8,000 | 15,000 to 75,000 | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| TikTok | TikTok video, US average | $8,000 to $20,000 | 75,000 to 250,000 | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| TikTok | TikTok video, US average | $20,000 to $45,000 | 250,000 to 1M | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| TikTok | TikTok video, US average | $45,000 or more | 1M or more | general | impact.com, influencer rates per post 2025 (US) 11 Aug 2025 | |
| Instagram post | $10 to $100 | Under 10,000 | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | ||
| Instagram post | $100 to $500 | 10,000 to 100,000 | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | ||
| Instagram post | $5,000 to $10,000 | 100,000 to 1M | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | ||
| TikTok | TikTok video | $50 to $200 | Under 10,000 | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| TikTok | TikTok video | $200 to $800 | 10,000 to 100,000 | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| TikTok | TikTok video | $800 to $5,000 | 100,000 to 1M | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| TikTok | TikTok video | $5,000 to $50,000 | 1M or more | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 | |
| Average paid per collaboration | $193 paid ($214 asked) | All sizes | general | Collabstr, 2026 influencer marketing report 26 Oct 2026 | Covers 2025 collaborations on Collabstr. | |
| TikTok | Average paid per collaboration | $186 paid ($182 asked) | All sizes | general | Collabstr, 2026 influencer marketing report 26 Oct 2026 | Covers 2025 collaborations on Collabstr. |
| Sponsored post, completed bookings | €59 median (middle half €25 to €97) | Under 5,000 followers | B2B | Naano, LinkedIn influencer rates (139 completed bookings) 31 Oct 2026 | About $66 at the ECB rate of 30 Oct 2026. | |
| Sponsored post, completed bookings | €122 median (middle half €87 to €474) | 5,000 to 10,000 | B2B | Naano, LinkedIn influencer rates (139 completed bookings) 31 Oct 2026 | About $136 at the ECB rate of 30 Oct 2026. | |
| Sponsored post, completed bookings | €313 median (middle half €96 to €384) | 10,000 to 25,000 | B2B | Naano, LinkedIn influencer rates (139 completed bookings) 31 Oct 2026 | About $350 at the ECB rate of 30 Oct 2026. | |
| Sponsored post, completed bookings | €600 median (middle half €361 to €1,080) | 25,000 to 50,000 | B2B | Naano, LinkedIn influencer rates (139 completed bookings) 31 Oct 2026 | About $670 at the ECB rate of 30 Oct 2026. | |
| Sponsored post, completed bookings | €720 median (middle half €600 to €900) | 50,000 or more | B2B | Naano, LinkedIn influencer rates (139 completed bookings) 31 Oct 2026 | About $804 at the ECB rate of 30 Oct 2026. | |
| Sponsored post, nano creators | $200 to $800 | Under 10,000 followers | general | ContentGrip, LinkedIn influencer pricing 24 Jun 2026 | ||
| Sponsored post, niche B2B nano creators | $500 to $2,500 | Under 10,000 followers | B2B | ContentGrip, LinkedIn influencer pricing 24 Jun 2026 | ||
| Sponsored post, micro creators | $500 to $5,000 | 10,000 to 100,000 | B2B | ContentGrip, LinkedIn influencer pricing 24 Jun 2026 | ||
| Sponsored post, macro creators | $5,000 to $20,000 | 100,000 to 500,000 | B2B | ContentGrip, LinkedIn influencer pricing 24 Jun 2026 | ||
| Share of posts priced $200 to $2,000 | About 81% of 136 creators (Favikon data) | All sizes | B2B | ContentGrip, LinkedIn influencer pricing 24 Jun 2026 | ||
| X | Average paid per collaboration | $76 paid ($179 asked) | All sizes | general | Collabstr, 2026 influencer marketing report 26 Oct 2026 | Covers 2025 collaborations on Collabstr. |
| X | Post price, nano creators | As low as $2 per post | Nano | general | Influencer Marketing Hub, influencer rates 6 Oct 2026 |
No published figure matches these filters yet. We found no source that reports DTC audiences separately, and we will not fill the gap with estimates.
Brand demand by platform
| Platform | Share of brands using it | Source and date |
|---|---|---|
| 57.1% of brands use it for influencer campaigns | Influencer Marketing Hub, Benchmark Report 2025 (PDF copy) 2025 | |
| TikTok | 51.6% of brands | Influencer Marketing Hub, Benchmark Report 2025 (PDF copy) 2025 |
| YouTube | 36.7% of brands | Influencer Marketing Hub, Benchmark Report 2025 (PDF copy) 2025 |
| 11.6% of brands | Influencer Marketing Hub, Benchmark Report 2025 (PDF copy) 2025 | |
| X | Under 10% of brands use X | Influencer Marketing Hub, influencer rates 6 Oct 2026 |
Where the calculators use these numbers
Every default in our calculators that is not marked as an example comes from this table. Open any calculator and press a preset to load the figure.
- Substack earnings calculator uses Substack (free to paid conversion, substack guidance), beehiiv (free to paid conversion), beehiiv (paid newsletter price).
- Newsletter income calculator uses Book a Sponsor (main sponsor slot per 1,000 subscribers), Book a Sponsor (main sponsor slot per 1,000 subscribers), Book a Sponsor (main sponsor slot per 1,000 subscribers), Book a Sponsor (main sponsor slot per 1,000 subscribers) and more.
- Paid newsletter revenue calculator uses beehiiv (free to paid conversion), beehiiv (paid newsletter price), beehiiv (paid price, investing niche), beehiiv (paid price, travel niche).
- Newsletter sponsorship rate calculator uses Book a Sponsor (main sponsor slot, listed price), Book a Sponsor (main sponsor slot, listed price), Book a Sponsor (main sponsor slot, listed price), Book a Sponsor (main sponsor slot, listed price) and more.
- Newsletter CPM calculator uses Book a Sponsor (main sponsor slot per 1,000 subscribers), Book a Sponsor (main sponsor slot per 1,000 subscribers), Book a Sponsor (main sponsor slot per 1,000 subscribers), Book a Sponsor (main sponsor slot per 1,000 subscribers) and more.
- beehiiv earnings calculator uses beehiiv (average open rate on beehiiv in 2025), beehiiv (free to paid conversion), beehiiv (paid newsletter price), beehiiv (median days to first dollar, newsletters launched in 2025).
- Substack vs beehiiv take home calculator uses beehiiv (paid newsletter price), beehiiv (free to paid conversion).
- How many subscribers do you need to make money? uses beehiiv (free to paid conversion), beehiiv (paid newsletter price), Book a Sponsor (main sponsor slot per 1,000 subscribers), sponsorships.ai (sponsorship cpm, b2b, saas and finance) and more.
- How much is an email subscriber worth? uses beehiiv (free to paid conversion), beehiiv (paid newsletter price), Book a Sponsor (main sponsor slot per 1,000 subscribers), Book a Sponsor (main sponsor slot per 1,000 subscribers) and more.
- YouTube earnings calculator for small channels uses Descript (sponsorship cpm), impact.com (sponsored video, us average), Influencer Marketing Hub (sponsored video), Collabstr (average paid per collaboration).
- YouTube RPM calculator uses Descript (sponsorship cpm).
- LinkedIn creator income calculator uses Naano (sponsored post, completed bookings), Naano (sponsored post, completed bookings), Naano (sponsored post, completed bookings), Naano (sponsored post, completed bookings) and more.
- Instagram sponsorship rate calculator uses impact.com (instagram post, us average), impact.com (instagram post, us average), impact.com (instagram post, us average), impact.com (instagram post, us average) and more.
- TikTok sponsorship rate calculator uses impact.com (tiktok video, us average), impact.com (tiktok video, us average), impact.com (tiktok video, us average), impact.com (tiktok video, us average) and more.
- Podcast sponsorship calculator uses Libsyn Ads (cpm, host read, 60 seconds), Libsyn Ads (cpm, host read, 30 seconds), Libsyn Ads (cpm, programmatic), Acast (cpm, host read sponsorship) and more.
- Personal brand income calculator uses Book a Sponsor (main sponsor slot per 1,000 subscribers), Naano (sponsored post, completed bookings), Collabstr (average paid per collaboration), Collabstr (average paid per collaboration).
What these numbers can and cannot tell you
These are published figures, not a survey we ran. They mix asking prices, rate guides and completed deals, and they come from different countries and years, from 2022 to 2026. That is why each row keeps its own source and date, and why we never blend them into one invented average. Use them to sanity check a price, then trust your own results over any table.
Some useful patterns hold across sources. Price per reader falls as audiences grow, which Book a Sponsor shows clearly for newsletters. Business audiences cost more, as the LinkedIn and B2B newsletter figures show. And completed deals on marketplaces sit well below the rate guides published by agencies.
Frequently asked questions
How much do creators charge for a sponsored post?
It depends on the channel and audience. In 2025 Collabstr found brands paid an average $255 per YouTube collaboration, $193 on Instagram, $186 on TikTok and $76 on X. Naano's LinkedIn bookings to October 2026 had a median of €300 per post.
What does audience type general mean?
General means the source does not say whether the audience is business or consumer. B2B means the source says the audience is business buyers. B2C means consumers. DTC would mean audiences for direct to consumer brands, and none of our sources report that split yet.
How is the CTC rate map built?
The horizontal position is the median of the representative rates that match your filters for each channel. The vertical position is the share of brands that use the channel for influencer campaigns, from Influencer Marketing Hub's 2025 benchmark survey. Channels without a comparable demand figure sit in a separate row under the chart.
Can I use this data?
Yes. Download the CSV, and please cite the original sources listed in each row as well as this page.
How often is this updated?
We check the sources when we update the calculators. The date next to each figure is the date of the source, not the date we checked it.
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