YouTube Media Kit: What to Include and How to Create One That Helps Win Brand Deals

Start with a short description of what the channel publishes, who it is for, and why the audience pays attention. A brand should be able to understand the niche and partnership fit in a few sentences.

Include current headline numbers that genuinely help with scale: subscriber count, recent monthly views, and—when useful—total channel views. Date the figures so the recipient knows when they were captured.

Audience fit often matters more than raw channel size. Pull the demographics you can responsibly share from YouTube Studio, such as top geographies, age ranges, gender data where available, language, and other relevant audience information.

Do not overstate precision when YouTube limits demographic data or when a segment is based on a small sample. Present the information as a snapshot of the audience, not a guarantee about every viewer.

Use a recent window—such as the last 30 or 90 days—so brands see the channel as it performs now. Useful metrics can include average views per upload, monthly views, watch time, average view duration, returning viewers, and engagement indicators.

CTR can be useful internally, but it is highly dependent on traffic source and audience context, so it should not be presented as a universal quality score. Only include metrics that help a brand understand likely reach, attention, or audience fit.

If you have completed paid partnerships before, sponsor-specific results such as tracked clicks, conversions, redemptions, or attributed sales can be more valuable than general engagement metrics.

Choose a small number of videos that represent the type of content a sponsor would actually be buying into. Include the title, thumbnail, view count, and one sentence explaining why each example is relevant.

If you have previous sponsored integrations, include one or two case studies when you have permission to share the results. A useful example shows the format, placement, audience response, and measurable outcome where available.

List the partnership formats you are genuinely prepared to offer. That may include an integrated sponsor segment, dedicated video, product demonstration, sponsored Short, affiliate partnership, licensing, or a wider cross-platform package.

You can publish starting rates, ranges, or simply state that rates are available on request. There is no universal correct choice: public rates reduce low-budget enquiries, while custom pricing gives you more flexibility for usage rights, exclusivity, production complexity, and campaign scope.

• Define the deliverable clearly.
• Specify whether paid usage or whitelisting is included.
• Price exclusivity separately where relevant.
• State revision limits and expected turnaround.
• Clarify whether rates include tax where applicable.

Keep the document easy to scan. Use your channel's visual identity, clear headings, real thumbnails, and enough whitespace that a brand manager can understand the essentials quickly.

Two to four pages is often enough for an initial media kit, but there is no fixed rule. Build it in Canva, Google Slides, Figma, PowerPoint, or another layout tool and export a PDF that is easy to open and forward.

Include a clear contact email and, if relevant, your management or agency details. Do not make the recipient hunt for the next step.

There is no subscriber threshold you must reach first. A small specialist channel with a valuable audience can be attractive to a niche brand long before it reaches tens of thousands of subscribers.

Create the kit when you are ready to pitch partnerships or when incoming brand requests are becoming frequent enough that repeatedly sending the same information is inefficient.

Update the headline metrics whenever they become materially outdated and review the full kit before an important pitch. You do not necessarily need a monthly rebuild if the channel metrics have not changed significantly.

As the business develops, replace generic metrics with stronger proof: campaign case studies, repeat sponsors, conversion data, audience surveys, testimonials from real partners, and clear examples of brand fit.