Reference data · Updated for 2026
Creator Earnings Benchmarks (2026)
Typical rates, fees, and take-home numbers across every major creator platform. Updated quarterly.
TikTok Benchmarks
Creator Rewards replaced the old Creator Fund in 2024 with materially higher RPMs for long-form qualified views. Shop commission is regional; affiliate commission is where most sellers bleed margin.
Creator Rewards · Baseline RPM by region (2026)
| Region | Low | Baseline | High |
|---|---|---|---|
| 🇺🇸 United States | $0.50 | $0.75 | $1.00 |
| 🇬🇧 United Kingdom | $0.45 | $0.65 | $0.90 |
| 🇩🇪 Germany | $0.40 | $0.55 | $0.80 |
| 🇫🇷 France | $0.40 | $0.55 | $0.75 |
| 🇮🇹 Italy | $0.35 | $0.50 | $0.70 |
| 🇪🇸 Spain | $0.30 | $0.45 | $0.65 |
| 🇦🇺 Australia | $0.45 | $0.60 | $0.85 |
| 🇯🇵 Japan | $0.35 | $0.50 | $0.70 |
| 🇧🇷 Brazil | $0.15 | $0.25 | $0.40 |
TikTok Shop fees by region
| Region · Category | Base commission | Processing | Typical affiliate |
|---|---|---|---|
| US Standard | 6% | 1.02% | 8–15% |
| US Electronics | 5% | 1.02% | 8–15% |
| UK Standard | 9% | 1.02% | 10–20% |
| UK Electronics | 7% | 1.02% | 10–20% |
| EU Standard | 9% | 1.02% | 10–20% |
| EU Electronics | 7% | 1.02% | 10–20% |
TikTok Live · Diamond-to-USD at common gift levels (2026)
| Gift | Diamonds | Creator net |
|---|---|---|
| Rose (1 coin) | 1 | $0.01 |
| Finger heart (5) | 5 | $0.03 |
| Mic (99) | 99 | $0.50 |
| Rose Bike Fairy (500) | 500 | $2.50 |
| Lion (29,999) | 29,999 | $149.99 |
| TikTok Universe (44,999) | 44,999 | $224.99 |
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YouTube Benchmarks
AdSense pays on niche × geography × engagement; sponsorships 5–10× the AdSense equivalent on the same view base. Memberships are destroyed by the iOS App Store tax.
YouTube long-form AdSense RPM range by niche (creator net)
| Niche | Low | Baseline | High |
|---|---|---|---|
| Finance & Investing | $9.00 | $21.00 | $70.00 |
| Insurance & Legal | $4.50 | $11.20 | $28.00 |
| Tech, SaaS & AI | $4.50 | $9.80 | $21.00 |
| Business & B2B | $5.40 | $11.20 | $24.50 |
| Health & Wellness | $3.60 | $7.84 | $15.75 |
| Education & Learning | $2.70 | $5.60 | $10.50 |
| Beauty & Lifestyle | $2.70 | $5.60 | $10.50 |
| Travel | $1.80 | $4.20 | $8.75 |
| Entertainment | $1.80 | $3.64 | $7.00 |
| Gaming | $1.00 | $2.24 | $5.25 |
Sponsorship CPM range by niche (gross, before agency fees)
| Niche | Floor | Baseline | Stretch |
|---|---|---|---|
| Finance & Investing | $50.00 | $75.00 | $200.00 |
| Insurance & Legal | $25.00 | $40.00 | $80.00 |
| Tech, SaaS & AI | $25.00 | $35.00 | $60.00 |
| Business & B2B | $30.00 | $40.00 | $70.00 |
| Health & Wellness | $20.00 | $28.00 | $45.00 |
| Education & Learning | $15.00 | $20.00 | $30.00 |
| Beauty & Lifestyle | $15.00 | $20.00 | $30.00 |
| Travel | $10.00 | $15.00 | $25.00 |
| Entertainment | $10.00 | $13.00 | $20.00 |
| Gaming | $3.00 | $8.00 | $15.00 |
Shorts RPM range by audience geography
| Region | Low | High |
|---|---|---|
| US / Tier 1 | $0.03 | $0.07 |
| UK / EU / AU | $0.02 | $0.05 |
| Tier 2 (LatAm, IN) | $0.01 | $0.025 |
| Tier 3 (rest of world) | $0.005 | $0.015 |
Membership take-home at $4.99 tier by signup source
| Sign-up source | Gross | Platform cut | Creator net |
|---|---|---|---|
| Web sign-up | $4.99 | 30% YouTube | $3.49 |
| iOS sign-up | $4.99 | 30% Apple + 30% YouTube | $2.45 |
| Android sign-up | $4.99 | 30% Google + 30% YouTube | $2.45 |
Meta Benchmarks
Meta unified its monetization programs into the Content Monetization Program in August 2025. Reels and long-form now share a single RPM stack, differentiated by format, niche and audience geography.
Facebook CMP · Baseline RPM by format
| Format | Baseline RPM | Notes |
|---|---|---|
| Reels | $0.50 | Short-form, <90 sec |
| Long-form 3–8 min | $2.50 | Mid-form video with in-stream |
| Long-form 8–20 min | $4.00 | Long video, multiple mid-rolls |
| Live | $1.50 | Live video with Stars + ads |
Facebook CMP · Niche multipliers
| Niche | Multiplier |
|---|---|
| Finance & Business | 1.80× |
| Tech | 1.50× |
| Health & Wellness | 1.30× |
| Business / B2B | 1.50× |
| Lifestyle | 1.00× |
| Entertainment | 0.70× |
| Gaming | 0.50× |
Instagram Subscriptions take-home at common tier prices (per sub / month)
| Tier | Web sign-up | iOS sign-up |
|---|---|---|
| $0.99 | $0.69 | $0.49 |
| $4.99 | $3.49 | $2.45 |
| $9.99 | $6.99 | $4.90 |
Facebook Marketplace fees · local vs shipped
| Listing price | Local pickup net | Shipped fee | Shipped net (before your shipping) |
|---|---|---|---|
| $25.00 | $25.00 | $2.50 | $22.50 |
| $50.00 | $50.00 | $5.00 | $45.00 |
| $100.00 | $100.00 | $10.00 | $90.00 |
| $200.00 | $200.00 | $20.00 | $180.00 |
Twitch Benchmarks
Reference data only — a dedicated Twitch calculator isn’t in Rowfix’s 2026 roadmap. Existing third-party tools already cover sub math well.
Twitch sub revenue splits (at $4.99 tier 1)
| Program tier | Creator / Twitch | Net per sub |
|---|---|---|
| Affiliate | 50/50 | $2.50 |
| Partner | 50/50 | $2.50 |
| Partner Plus L1 | 55/45 | $2.75 |
| Partner Plus L2 | 70/30 uncapped | $3.49 |
Bits-to-USD conversion ($1 = 100 bits, 70/30 to creator)
| Gift | Viewer pays | Creator net |
|---|---|---|
| 100 bits | $1.40 | $1.00 |
| 500 bits | $7.00 | $5.00 |
| 1,000 bits | $14.00 | $10.00 |
| 10,000 bits | $140.00 | $100.00 |
Brand Deal Benchmarks
Sponsorship pricing varies wildly by niche, format and audience quality. Use these ranges as a floor — not a ceiling.
Instagram sponsorship rates by follower tier
| Follower tier | Feed post | Reel |
|---|---|---|
| Nano (1K–10K) | $25–$100 | $50–$200 |
| Micro (10K–100K) | $100–$500 | $200–$1,000 |
| Mid (100K–500K) | $500–$2,500 | $1,000–$5,000 |
| Macro (500K–1M) | $2,500–$10,000 | $5,000–$20,000 |
| Mega (1M+) | $10,000+ | $20,000+ |
TikTok sponsorship rates by follower tier
| Follower tier | Organic video | Live shoutout |
|---|---|---|
| Nano (1K–10K) | $50–$200 | $100–$500 |
| Micro (10K–100K) | $200–$1,500 | $500–$3,000 |
| Mid (100K–500K) | $1,500–$5,000 | $3,000–$10,000 |
| Macro (500K–1M) | $5,000–$20,000 | $10,000–$40,000 |
| Mega (1M+) | $20,000+ | $40,000+ |
Digital Products & Subscriptions
Subscription platforms compared
| Platform | Platform cut | iOS tax | Creator net (web) |
|---|---|---|---|
| Patreon (Pro) | 8% + processing | 30% via IAP (Nov 2024+) | ~88% |
| YouTube Membership | 30% | +30% Apple | 70% |
| Instagram Subs | Y1 0%, Y2+ 30% | +30% Apple | Y1 100% / Y2 70% |
| Substack | 10% + Stripe | 30% via IAP | ~87% |
| Gumroad | 10% flat | N/A (web only) | ~87% |
Methodology
Every number on this page is sourced from a combination of platform seller documentation, public creator earnings screenshots, industry benchmark reports and Rowfix’s aggregated rate-card data. We refresh quarterly and immediately when a platform announces a change. Read the full research policy on the methodology page.
How we research creator fee dataFrequently asked
Benchmarks FAQ.
Questions creators ask before their first sale.
Quarterly. We revisit every benchmark on a rolling quarterly schedule and refresh immediately when a platform announces a fee change. The "Updated" date at the top of the page reflects the last full sweep.
Benchmarks are ranges, not guarantees. Your rate depends on niche, audience geography, engagement quality, content cadence, and negotiation. Use these numbers as a defensible starting point — then push up on the variables you control.
Finance, insurance and B2B SaaS sit at the top across every ad-supported platform. YouTube finance channels routinely see $50–$200 sponsorship CPMs; gaming and entertainment sit at $3–$15.
No. Benchmarks are gross rates or take-home after platform fees only. Income tax, self-employment tax, and VAT/GST are outside scope. Budget 25–35% on top for US self-employed creators.
Primary sources: platform seller and creator documentation, public earnings screenshots, industry benchmark reports (Izea, Influencer Marketing Hub, Digiday), and Rowfix’s own aggregated creator rate cards. See the Methodology page for full sourcing rules.
We prioritise platforms where existing tooling is outdated or where hidden fees materially affect take-home. Platforms with saturated tooling (Twitch) or limited total addressable market get reference tables here rather than dedicated calculators.
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