Seven niches, seven different CPMs.

How to use this list

What this list does not say is what your own account is worth. Every figure is the average of that niche's average account on each network, so it works as a starting point and as an argument, never as a final rate. Your engagement, the format you sell and the rights you grant move the number more than the niche does, which is why the calculator asks for them before quoting and shows the breakdown of each adjustment.

The other thing to watch is the currency and the market. These references are in USD and priced for US, Canadian, UK and Australian audiences; if most of your audience is in Spain or Latin America, brands usually pay less per impression and the floor moves down. Quote in the currency you invoice in and state which market the audience sits in, so the brand cannot compare your rate with a chart built for another country.

The niche moves a single platform's CPM more than account size does. On Instagram, lifestyle runs at a $14 CPM and finance at $23: 64 % more for the same impression. That is why two creators with 42,000 followers can charge $540 and $620 for the same piece without either being wrong: the brand is paying for the audience's purchase intent, not only for its size.

If your content sits in two niches, keep the one that explains your audience better. A personal finance channel for young people is finance even if the tone is lifestyle; a routine account that happens to show investment products is not finance. The test is the question you receive: if people ask you about money, you are finance; if they ask for shopping recommendations, you are lifestyle. Picking the wrong niche leaves you comparing your rate with the wrong network.

The figure on each page is the average of the six networks for the average account in that niche. If your account is larger or smaller than that average, the number that travels to your case is the CPM: multiply it by your estimated impressions and adjust for engagement and usage rights.

The order by CPM is stable: finance and tech pay above lifestyle and gaming for the same audience. What changes is how much, and that is exactly the number worth having at hand before you answer a brand.