YouTube RPM: What It Is and How It Works

So in this article, we’ll tell you how to improve your RPM, whether YouTube Shorts RPM differs from the usual one and how to grow your YouTube channel within a month. Let’s get started!

What Is RPM on YouTube and How Does It Differ From CPM?

So, let’s start by dealing with a topic that many people find confusing, especially at the initial stage: What is YouTube RPM and how does it differ from CPM?

It’s all pretty obvious from the formula for calculating these indicators: 

RPM = (your revenue / number of views) * 1000

RPM on YouTube is how much you will earn per 1,000 video views (after YouTube’s share, taking into account all sources that are included in Analytics).

Let’s take a look at an example of YouTube RPM calculation to make it clearer. 

Let’s assume that total revenue was $250 and views were 75,000.

Let’s calculate: RPM = (250 / 75,000) * 1,000 = 0.003333… * 1,000 = 3.333…

Answer: RPM ≈ $3.33 (this is how much you will earn for 1,000 views)

Meanwhile, CPM is the price per 1,000 ad impressions paid by the advertiser. And the calculation here is based on ad impressions, not video views. 

CPM = (advertiser’s expenses / ad impressions) * 1000

For example: $500 was spent on the video, and it received 200,000 views.

CPM = (500 / 200,000) * 1000 = 2.5 

What YouTube RPM Includes

Let’s say it again, because it’s important: RPM on YouTube is calculated ONLY for those metrics that are included in analytics. In other words, if you sell merch in your store and talk about it in a video, it will not affect your RPM. But here’s what will definitely count: 

• Ad revenue
• Engaged views on YouTube Shorts (e.g., likes)
• YouTube Premium subscriber views
• Paid channel subscriptions
• Super Chat
• Super Stickers

Always remind your viewers to interact with your videos and use paid features. This is the best YouTube monetization strategy, so be sure to keep an eye on it. 

What is not included in YouTube RPM, but is critical to consider separately

Here are a couple more examples of what will not be taken into account in RPM, any external income you earn. 

• Integrations/Sponsors, 
• Affiliate programs, 
• Merch/courses/consulting, 
• External donation platforms.

Of course, no one is stopping you from doing all of this: it’s your income, so go for it!

How to Check Your YouTube RPM?  

You can check your RPM metrics in YouTube Studio. Here’s where to go:  

• Analytics → Revenue, 
• Total channel RPM and RPM by video.
• YouTube RPM dynamics graph: look for peaks/dips, analyze why this is happening, and make the appropriate adjustments.  

By the way, go to the Revenue tab and brush up on basic SEO for YouTube: check that the title matches the query, the first 1–2 lines of the description explain the value, and the playlist and tags are relevant to the video’s topic. 

Features of YouTube Shorts RPM Calculation

We should make a small remark connected to YouTube Shorts RPM. Since March 2025, YouTube has been showing “total views” for Shorts (any start/repeat playback — as in TikTok/IG), but it still uses engaged views for monetization and YPP. In other words, the number of “total views” may have increased, but payments are calculated based on engaged views.

Engaged views are videos that have been liked or not swiped. That is, those with which an action was performed. YouTube states that a video will be EV if its viewing time is “sufficient.” 

However, neither we nor the creators have been given an exact figure yet, so we suggest making sure that at least half of the video is watched. Better yet, the whole video. 

But here’s when Shorts views may be considered unsuitable:

• Non-original shorts: using unedited clips from other people’s movies or TV shows, re-uploading content from other YouTube creators or from other platforms, and compilations without adding original content.
• Artificial and fake views: no auto-click bots or auto-scroll.
• If the video does not comply with YouTube’s advertising requirements.

Incidentally, some creators believe that “swiping is also an action,” but it is impossible to either confirm or refute this statement. Yet. 

What Affects YouTube RPM  

RPM is a comprehensive indicator that is formed on the basis of several factors, some of which you can influence directly. So, in this section, we’ll take a look at the main factors that affect your Revenue per Mille. 

Market and Seasonality

We probably won’t be wrong in saying that most users watch YouTube to relax or have fun. Coming home and turning on your favorite channel is already part of our modern routine. And how could we do without a 24-hour Christmas song compilation in front of the fireplace? Accordingly, we can expect higher YouTube RPM at this time.

January is a whole different story, when everyone is tired of their relatives, or summer, when you go on a long vacation with those same relatives. Consequently, people simply won’t be in front of their screens because they want to devote their time to other things.  

So remember: it’s better to prepare for the holidays in advance and have a couple of extra videos on hand.  

Audience and Geography

Unfortunately, this is one of the points that will be difficult to deal with. YouTube, like any other company, prefers rich markets (the US/Canada/Western Europe) and gives them a higher CPM, which means your YouTube RPM may also increase. And note that we said rich markets, not the largest ones: India, for example, is not rated very highly by the platform. 

Countries with high advertising demand (USA/Canada/Western Europe) → higher CPM → higher chance of higher RPM.

The share of Premium users in your audience can also affect the stability of your income.

And of course, you shouldn’t get on a plane right now and fly to a country with high purchasing power. Let alone try to trick YouTube’s algorithm with a VPN that would allow you to hide your real location. 

The fact is that VPNs and other “external software” do not increase YouTube RPM. Youtube’s algorithm reads the geo of the viewers, not the creator. Therefore, attempts to “mask” traffic geography are usually recognized by the system as invalid traffic and may result in corresponding consequences.

Topics

There is a certain paradox in this: everyone on YouTube is focused on getting a large number of views. That’s what this ecosystem has taught us. 

However, there is some misunderstanding in this. Sure, it’s always nice to know how much YouTube pays for 1 million views, but some niche topics also bring in enough money even with low view counts, because they are watched by people who are willing to pay. And for certain niches, that is indeed sufficient. 

• Do you understand finance? Let’s discuss them live and make some predictions. 
• Heard anything about the new car? Do you know what will happen to it on the track because you saw it at an exhibition? Shall we take it for a test drive?
• Real estate… Shall we look at something super expensive? Or something you need? Let’s go!
• But check out what Mr. Beast said in a recent interview with Bloomberg: he’s constantly in the red on his videos! So he had to hire an experienced manager to take care of his affairs and get back in the black. Even with billions of views, you may not achieve the results you want. 

So the key thing is to enjoy what you do and know how to do it. And the results you want will come to you, trust us, we’ve been in this business for a while 🙂

Video Length

8+ minutes is the “gold standard” for YouTube videos. Why this length? You may be surprised, but it’s about money. 

The fact is that it is much easier for the platform to place ads at equal intervals — this practice has already been proven over time. Videos of ≥8-12 minutes allow for multiple mid-rolls, which means that both you and the platform can earn more. Of course, you can insert even more ads into a 3-hour video, but that doesn’t mean everyone should be making this kind of video, only if you’re creating in a specific genre that suits this length.

You may have noticed that the average length of videos lately has been around 20 minutes — this is not a limit, of course, but each creator should focus on making quality content rather than a series of cliffhangers that lead nowhere. 

So this simple scheme works best with the structure of the video: 

• The hook/first cliffhanger is what the viewer will see in this video, your “promise.”
• A brief announcement of the segments, and most importantly, what will be at the very end, and what the viewer will not be able to resist.
• The main segments where you show only the most interesting stuff, the stuff that keeps people’s attention.
• Finale+Conclusion

A timeless classic.   

Mid-rolls

Right now, YouTube allows you to place mid-rolls both manually and automatically. At this stage, we recommend that you use the ⅓ scheme, where you control the moments in the video when advertising will be appropriate and will not affect retention. Use natural pauses to maintain momentum—this is important not only for mobile viewing, but also for CTV. 

The simplest and most effective approach is to enable auto mid-rolls and add 1–3 manual points where it makes sense in terms of the storyline. On TV (CTV), the effect is often stronger: sessions are longer, and ads are switched less frequently.

Platforms Where People Watch Your Videos 

It may not seem that important, but the devices on which your videos are viewed can also affect the properties of your content. Let’s take a closer look. 

Connected TV (Smart TV)

In recent years, it has become commonplace for users to watch YouTube on TV. It’s simple and convenient while you’re doing household chores, or just relaxing on your favorite sofa in the evening. The main difference with this type of viewing is that users choose longer videos that do not need to be constantly switched or, of course, swiped. 

This opens up more opportunities for advertisers: for example, you can place an ad at the 90-second mark of a video after a good hook, and then leave slots in the most natural pauses. 

Important: if you are targeting CTV, pay special attention to the thumbnails; it should be visible on the TV screen. 

Mobile App

No reliable AdBlock has yet been developed for smartphones, which also affects YouTube RPM indicators (if installed by the user). At the same time, you should remember about the auto-play feature, which plays a crucial role: you need to captivate the user in the very first seconds of the video.  

Of course, you still need to monitor YouTube click-through rates and create interesting thumbnails, but focus on what you offer users in the first few seconds.  

Desktop

This format also has its advantages. First and foremost, it is much more convenient for users to follow the links you leave in the video description. There may also be affiliate partners, merch links, etc.  

Another issue is that we are faced with AdBlock, which is used by a significant portion of users. Because of this, some ads are not displayed at all, so YouTube RPM decreases despite the number of views.  

Children’s Content 

Made for Kids videos almost always yield lower YouTube RPM. This is because personalized advertising is disabled in this type of content, fewer formats and targeting options are available, so brands are more cautious.   

Therefore, you should first focus on retention and video series: place mid-rolls, produce video compilations, and focus primarily on CTV (because parents sometimes need to relax and keep their children occupied in front of the TV). 

Policies and Restrictions

It’s perfectly logical: if your video has a “yellow dollar sign”, you don’t earn anything. And if you’re not earning money, then your YouTube RPM is zero. So always check your video before posting it and address any complaints raised by the platform. 

Sometimes it seems redundant, or you simply forget about it, but in fact, this action should become a habit: make sure YouTube has no complaints about your video. 

It is also very important to remember about metadata, which is also read by the YouTube algorithm. If your video is about cooking, but the tags say “finance,” you can be sure that retention rates and overall views will drop pretty quickly. Don’t try to trick the algorithm by inserting tags that don’t match the video’s topic — this will only hurt your Youtube RPM. 

Reserved Ads

Reserved advertising is a way to purchase impressions on YouTube at a fixed price and with a guaranteed volume/period. Advertisers do not need to participate in the auction. The company simply reserves the desired date, number of views, and other parameters, and YouTube fulfills the order. We asked Mediacube CCO Yana Bashlykevich how this could affect RPM.

Yana added that such campaigns are not and cannot be run continuously, so the effect will be limited: RPM increases significantly during periods of active brand placements and then returns to normal values.

High-RPM Niches on YouTube

Imagine a large shopping center with stores selling low-priced clothing and jewelry. If you don’t have money for diamonds, you’re unlikely to go where they are sold, except perhaps out of curiosity. But if you already know that you need to buy something expensive, then you will go to the boutique consciously. 

The same principle applies to YouTube: you don’t need millions of views to monetize your videos IF they meet the needs of a niche audience. So let’s see all high-RPM niches on YouTube, even if the views on such channels are not too high. 

• Finance and Investments
  Banks, stocks, investments, hedge funds, stagnation, and galloping inflation — only people who are truly interested in these things can understand them. That is why highly specialized channels on this topic have a high RPM rating: users come here not to relax, but to obtain important information or even to make a deal.
  Average YouTube RPM: $5-12
• Tech and Gadgets
  Now, this is a fairly crowded niche, because many creators have been reviewing gadgets for many years. However, there is always a chance to enter even a large market: the key is to do what you really love and offer something new and different from standard electronics reviews.
  Average YouTube RPM: $4-10
• Career, Skills, Education
  Learning only seems boring. In fact, a huge number of YouTube users come here specifically to gain new knowledge. Career growth advice, new techniques, productivity improvement — all of this is in demand on the platform.
  Average YouTube RPM: $1.5-5
• Real Estate
  If a user watches videos about real estate, it is highly likely that they have the money to buy property. That is why topics related to mortgages, insurance, or even home repairs have high RPMs.
  Average YouTube RPM: $3-10
• Cars
  Traditionally, one of the most popular genres on YouTube. And it’s not just about TopGear. There are a large number of creators working in this niche who talk about insurance, service, accessories, and so on. But if you make interesting videos, you’re sure to find your audience.
  Average YouTube RPM: $1-3
• Health and Fitness
  A healthy lifestyle will always be in trend, so videos on this topic continue to be in demand. Workout routines, nutrition tips, and just plain useful advice — that’s why users visit YouTube every day.
  Average YouTube RPM: $3-7
• Entertainment
  It may seem trivial, but the public is still interested in the lives of celebrities — gossip, news, scandals — these things always attract attention. On the other hand, with a large reach, net monetization may be lower, but this can be offset by integrations.
  Average YouTube RPM: $2-5

FAQ on YouTube Revenue per Mille

Where Mediacube Helps you Personally

Mediacube has been operating in the creator economy market for over 10 years, and right now we are one of the leaders in this field. Top managers, experienced specialists, and simply masters of their craft — that’s Mediacube. Here are just some of the services we provide to our clients. 

• Analytics
  We can advise you on how to improve your YouTube performance, point out your strengths and weaknesses, and generally suggest possible ways to develop your channel. In-depth analysis of your performance indicators is one of our specialties, helping you improve your numbers and increase your revenue.
• Channel growth with experts
  We provide specific advice on how to create high-quality thumbnails, work with titles, add midrolls and subtitles: everything you need to get into the recommendations feed. Plus, we advise you on how to increase your CTR, work with integrations, and affiliate programs.  
• Payments is our strongest area
  Your money will always be safe with MC Pay, an app designed specifically for creators. You will see that withdrawing money from YouTube with Mediacube is simple and transparent. And just the way you want it. We also resolve any issues together. You focus on content, we provide you with support.

Conclusion

The main thing we always tell our partners is that you just need to love what you do for it to start making you money. The entire history of YouTube confirms this: whatever topic you are interested in, if you can get viewers interested in it, you will succeed. So first and foremost, work on your content, learn, and keep up with the latest trends. 

Good luck!