YouTube’s new metric will help creators track income relative to video views

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 27, 2020, 12:44 PM UTC

The new metric, revenue per mille (RPM), is available to all monetising creators.

The video-sharing platform has introduced RPM to help creators measure earnings relative to video views. The RPM metric in channel analytics will compare the total revenue against total views and display how much creators are earning per 1,000 views.

Further, the metric reports total revenue from YouTube Analytics including ads, YouTube Premium, Channel Memberships, Super Chat, and Super Stickers. Creators can see the total number of views from videos and the ones that are not monetising, and actual earned revenue after cuts.

Brands can also monitor if their live streaming efforts are returning net positive results by monitoring changes in RPMs. An RPM metric will be lower than the CPM metric, as revenues are calculated after YouTube takes a cut.

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