Hank Green’s YouTube CPMs Have Spiked Since Early 2012

/ Oct 6, 2014


It’s no secret that it’s hard for YouTube creators to generate meaningful revenue if they rely solely on YouTube advertising. The site takes a 45% cut of all pre-roll revenue, and if affiliated with a network, the MCN takes a bit more.

And that’s not even considering that YouTube has long been criticized for having lower CPM (cost per thousand impression) rates than other video sites — largely due to the mountains of user-generated (and therefore, “non-premium”) content available on the site.

It might still be difficult to make a lot of money only via YouTube ads, but CPMs might not be as much of an issue in the near future — that is, if a graph on CPM rate growth published by Vlogbrother and VidCon co-founder Hank Green is emblematic of a larger trend on the video site.

Green’s graph shows that CPMs for his mini-network of YouTube channels (15) have grown 450% since February 2012.

Screen Shot 2014-10-06 at 3.12.51 PM

Not only does the graph show an overall trend of growth in ad rates for Green’s MCN, which features channels like SciShow, The Brain Scoop, Crash Course, and, of course, Vlogbrothers, but it also shows when rates picked up.

As it turns out, holiday times, US elections, and midterm season means spikes on Green’s graph. Green points out that his content is largely more “educational” than that of the average YouTube MCN (at around 50% of impressions), perhaps explaining the spike in ad rates during the midterm season.

It also suggests that Green’s data should not be taken as a universal representation of the state of ad spending on YouTube. Though it shouldn’t come as a surprise if other top YouTube creators and networks — regardless of content type — are also witnessing similar growth.

In his blog post, Green asks other creators to share their numbers to see if there is any alignment with what his channels are witnessing: “I would like to know if anyone else has similar data that they can share. I don’t think there’s any good reason for us to keep this stuff a secret; not from the community and not from each other. Indeed, having a greater understanding of the growth of CPMs is vital to capital investment plans and our relationship with YouTube and other ad sellers.”

On Green’s network, Vlogbrothers ranks as the most popular channel, while YouTube is featuring SciShow in their latest multimedia advertising campaign, offering the potential for even higher ad rates for Green.

Tags: , , , , , , , , ,


Lesbian Vampires & Kotex: How ‘Carmilla’ Became...


MTV Labs Taps Rapper A$AP Rocky as Creative Director


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace


Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries