YouTube Media Kit: How Creators Can Present Their Channel to Brands
What a YouTube-specific media kit should contain: channel promise, audience data from YouTube Analytics, views per video rather than subscribers, integration formats, sponsor examples, rates or quote logic, and a template.
A YouTube sponsor isn't buying followers. They're buying a slot inside a video that will keep getting watched, by an audience that trusts your recommendations. A media kit built from Instagram habits (follower count first, a grid of photos) undersells a YouTube channel. A YouTube kit should lead with views, watch behaviour and the formats a brand can buy.
This guide is YouTube-specific. The general structure of a media kit is in creator media kit; YouTube's own Studio media kit is covered in YouTube Creator Partnerships.
Quick answer
A YouTube media kit should include your channel promise and niche, average views per long-form video and per Short over a recent period (not just subscribers), average view duration or percentage viewed, audience geography, age, gender and language from YouTube Analytics, returning viewers, your sponsorship formats (integration, dedicated video, Shorts, live, segments), two or three past sponsor examples with results, and either rates or how you quote. Date every number and keep it to two to four pages or one web page.
Why YouTube kits differ
| Instagram-style kit | YouTube kit |
|---|---|
| Followers first | Average views per video first |
| Grid of posts | Links to integrations with timestamps |
| Reach and engagement rate | Views, average view duration, returning viewers |
| Post, Reel, Story rates | Integration, dedicated video, Shorts, live and segment rates |
| Short shelf life | Evergreen views over months and years |
Evergreen value is YouTube's biggest selling point. A sponsor segment in a search-driven tutorial can keep collecting views long after launch week. YouTube content strategy explains how to build the search pillar that creates it.
What to include
- Channel summary: promise, niche, language, upload rhythm.
- Performance: average views per long-form video (last 10 or last 90 days, say which), average Shorts views, average view duration or percentage viewed.
- Audience: top countries and cities, age, gender, languages, device mix if relevant.
- Loyalty: returning viewers, subscribers gained per month, members if you have them.
- Evergreen proof: views on sponsored videos after 3, 6 or 12 months.
- Formats you offer and what's included in each.
- Sponsor examples: brand, format, objective, results you're allowed to share, link with timestamp.
- Rates or quote approach, and what's priced separately (usage, boosts, segments, exclusivity).
- Contact and response time.
Getting the numbers from YouTube Analytics
| Kit metric | Where in YouTube Studio | Tip |
|---|---|---|
| Average views per video | Content tab; export recent videos | Exclude one-off viral outliers or show them separately |
| Average view duration | Engagement tab | State it for the video length range you usually make |
| Returning viewers | Audience tab | A strong loyalty signal for brands |
| Geography, age, gender | Audience tab | Brands targeting India want the India share clearly |
| Traffic sources | Reach tab | Show search share for evergreen value |
YouTube analytics for creators explains each metric, and creator analytics for brand deals covers what to share and what to keep private.
Sponsorship formats to list
| Format | What it is | Price driver |
|---|---|---|
| Integration | A segment of 30 to 120 seconds inside your video | Average views, placement, length |
| Dedicated video | The whole video about the product | Production effort, views, evergreen potential |
| Shorts | A sponsored Short or series | Shorts views, number of Shorts |
| Live segment | Sponsored segment during a stream | Live viewers, replay views |
| Dynamic brand segments | A segment across several back-catalogue videos, where available | Number of videos, regions, duration |
| Extras | Pinned comment, description link, product tag, community post | Priced as add-ons |
Brands' view of these structures is in YouTube sponsorships; pricing logic is in how much creators should charge.
A YouTube media kit template
PAGE 1: Channel name · promise in one line · language · upload rhythm · contact
PAGE 2: Performance (dated): avg long-form views (last 10 videos) · avg Shorts views · avg view duration · returning viewers · traffic sources (search %)
Audience: India share, top cities, age, gender, languages
PAGE 3: Formats and what's included · rates or "quotes by scope" · add-ons priced separately
PAGE 4: 2–3 sponsor examples: objective → format → results → link with timestamp
Evergreen proof: views on past sponsored videos at 6 and 12 monthsHonesty rules
- Date every number and say the period.
- Don't show a viral outlier as your average.
- Get permission before sharing a brand's campaign results.
- Don't claim conversions you can't evidence; clicks from a tracked link are fine if you have them.
Creator case study explains how to present results honestly.
Results: creator case study.
Keep it current
Update monthly for numbers and after each sponsorship for examples. If you use Creator Partnerships, keep the Studio media kit and your own kit consistent so brands don't see two different stories. Older guides may call the tool BrandConnect; YouTube BrandConnect vs Creator Partnerships explains the change.
Common mistakes
- Leading with subscribers when views per video are what brands buy.
- No timestamps on sponsor examples.
- Mixing Shorts and long-form views into one average.
- Undated numbers.
- Forgetting to mention what's priced separately.
Conclusion
A YouTube media kit should sell what YouTube does best: dependable views, attention and evergreen value. Lead with average views and audience fit, list formats clearly, prove results with timestamped examples, and keep it dated and current.