Research brief / July 2026
YouTube sponsorships by channel size
About half of the sponsor activity we could size ran on channels below 50,000 usual views. Those channels held 4,986 of the 10,000 sampled videos. Yet channels with 50,000 to 249,000 usual views had the highest observed renewal rate: 32.7%, or 203 of 620 eligible brand-and-channel pairs.
What the data shows
Smaller channels held the most activity. The middle band showed more returns.
Channels below 50,000 usual views made up 49.9% of the full sample and covered 1,057 channels. The middle band made up 31.0%, while the largest band made up 18.9%.
Observed renewal did not rise in a straight line with size. The middle band was 9.7 points above the smallest band and 5.5 points above the largest band.
| Channel-size band | Videos | Activity | Channels | Observed renewal |
|---|---|---|---|---|
| Below 50K usual views | 4,986 | 49.9% | 1,057 | 23.1% (186/806) |
| 50K to 249K usual views | 3,097 | 31.0% | 621 | 32.7% (203/620) |
| 250K+ usual views | 1,890 | 18.9% | 391 | 27.2% (142/522) |
| No usable size | 27 | 0.3% | 15 | Not reported |
Observed renewal uses eligible brand-and-channel pairs, not video count. Percentages may differ by 0.1 point because of rounding.
Our take
Use size to shape the test, not to pick the winner.
Smaller channels can help a brand spread a budget across more voices. Bigger channels can add reach fast. The middle band may offer a useful balance of reach and observed repeat activity. Whether it also offers better cost efficiency is something each brand must test with its own rates and results.
The right mix also changed by buyer. Money brands placed 63.0% of their activity below 50,000 usual views. Games, media, and betting brands placed 60.0% there. Travel, auto, and professional-service brands put 45.4% in the middle band. Start with the pattern for your category, then judge each creator on audience fit and your own results.
What this does not prove
- The middle band is not the best choice for every campaign.
- Observed renewal does not prove sales, profit, or a signed new contract.
- The data does not include creator rates or CPMs.
- Current usual views may differ from the channel's size when the deal ran.
How we measured it
We grouped channels by current usual views, not subscribers. Twenty-seven videos did not have a usable size. An observed renewal means the same brand appeared again on the same channel within 365 days and more than 60 days after its prior sampled appearance. Only 1,948 pairs were old enough for a full-year check.
Source and citation
Name the size measure and the renewal base.
Creators Agency. (2026, July 15). 10,000 Sponsored YouTube Videos. Creators Agency Sponsor Intelligence.
Use “current usual views” for the bands and include the eligible-pair counts with each renewal rate. See the full methods and limits.
Related research
More answers from the same fixed sample of 10,000 sponsored YouTube videos.
Do sponsored videos get fewer views?
See how 3,170 sponsored videos compared with each channel's usual views.
Read the brief → Brand mixWhat kinds of brands sponsor YouTube videos?
See activity and brand count across 12 sponsor categories.
Read the brief → SoftwareSoftware sponsorship benchmarks
See where software and online-tool brands bought and returned.
Read the brief →Get the full 16-page report
See all charts, definitions, renewal benchmarks, and brand-to-creator comparisons.