Average CPM by country, blended across platforms
These figures average sponsored placement CPM across YouTube, Instagram Reels, TikTok, and YouTube Shorts for a general, non-niche-specific audience. They are a reference point, not a rate you should quote directly once you know which platform a deal is actually for.
| Country / region | Average CPM (all platforms) |
|---|---|
| United States | $7-$13 |
| Canada | $6-$12 |
| United Kingdom | $6-$12 |
| Australia | $6-$11 |
| Germany | $4-$8 |
| Western Europe (France, Italy, Spain) | $4-$7 |
| UAE & Gulf states | $4-$8 |
| Japan & South Korea | $4-$7 |
| Brazil | $2-$4 |
| India | $1-$3 |
| Philippines, Indonesia & Vietnam | $1-$3 |
A Tier 1 audience, the US, Canada, UK, and Australia, averages roughly five times the CPM of a Tier 3 audience concentrated in South and Southeast Asia. That gap holds up across almost every platform individually too, which is exactly why it shows up so clearly once you blend them.
These tiers aren't arbitrary. They roughly track two things: how much ad budget brands in that market are actually spending on social video, and how mature the region's commerce infrastructure is for turning a view into a tracked sale. The US and UK lead on both counts. Markets where ad spend is growing quickly but purchasing power per capita is still catching up, much of Southeast Asia and parts of Latin America, sit lower even where platform usage and engagement are extremely high.
Why a blended number, and when to switch to platform-specific
A blended average is genuinely useful in a few specific situations: putting a number in a media kit before you know what a brand will ask for, giving a rough quote in an early conversation, or comparing your own audience's value against a benchmark without committing to a platform. It answers "roughly what am I worth" faster than looking up four separate ranges. It's also the number an agency reaches for first when sorting a roster of creators across several platforms and countries, before anyone opens a calculator for an individual placement.
What it can't do is price an actual deal. YouTube Shorts and Instagram Reels sit at opposite ends of the platform range even within the same country tier, and a blended number sits in the middle of both, which means it will overstate one and understate the other every time. Once you know which platform and format you're pricing, switch to the platform-specific number, our TikTok CPM by country page if it's TikTok, or the cross-platform CPM breakdown for the others.
How the blend breaks down by platform
Here's what's actually being averaged together at each country tier, so you can see where the blended number comes from and how far any single platform can sit from it.
| Country tier | YouTube | Reels | TikTok | Shorts |
|---|---|---|---|---|
| Tier 1 (US, UK, Canada, Australia) | $8-$14 | $10-$18 | $6-$12 | $3-$8 |
| Tier 2 (Germany, W. Europe, Gulf, Japan/Korea) | $4-$8 | $5-$10 | $3-$6 | $2-$4 |
| Tier 3 (India, Philippines, Indonesia, Vietnam) | $1-$3 | $2-$5 | $1-$2 | $1-$2 |
At every tier, Reels sits above the blended average and Shorts sits below it, by a meaningful margin. That gap is the whole reason this page exists as a separate benchmark rather than something you'd just calculate from a single platform figure.
Niche still stacks on top of all of this. A Tier 1 finance creator on YouTube and a Tier 1 beauty creator on Reels can both sit near the top of their own platform's range, but for opposite reasons: finance is the highest-paying YouTube niche, while beauty is the highest-paying Reels niche. Country sets the ceiling for a given platform. Niche decides how close a specific creator actually gets to it. See our YouTube Shorts CPM and Instagram Reels CPM pages for the niche breakdowns on those two formats specifically.
A worked example
Here's where relying on the blended number alone would actually cost you money.
Pricing a Shorts placement off the blended average alone overstates the rate by more than $1,000 on the low end, and by over $1,500 on the high end. Pricing a Reels placement off the same blended average makes the opposite mistake, understating it by close to $1,500. The blended number isn't wrong, it's just answering a different question than "what should this specific placement cost." Always confirm the platform before you send a number to a brand.
Using this benchmark without misquoting a rate
- Use the blended number for orientation, not quotes. It's the right tool for a media kit summary line or a first conversation, not for the number you actually put in a proposal.
- Confirm the platform before pricing anything. The gap between Reels and Shorts alone, within the same country tier, is often larger than the gap between two entire country tiers on a single platform.
- Treat country as a starting multiplier, not the whole answer. Niche, engagement, and format still move the number substantially within any single country tier.
This is the same reason SponsorCraft never quotes a blended figure. It always prices the specific platform, format, and niche you select, applying audience geography as one factor among several rather than averaging everything into one number. The average on this page is a starting point for a conversation. The platform-specific number is what actually goes on an invoice.
Price the actual placement.
SponsorCraft prices your exact platform, format, and audience geography, not a rough country average, then hands you a rate card ready to send.