Monetization on YouTube is often misunderstood, especially when it comes to the key revenue metrics: CPM and RPM. Many creators focus on view counts without considering how much advertisers are willing to pay for their audience. Understanding these metrics is essential for optimizing content strategies and maximizing earnings. This article examines real-world examples from SubSub Portfolio, highlighting the factors that impact monetization and providing actionable insights for YouTube creators. We've been working with YouTube creators for over a decade, helping them grow faster and earn More on YouTube. So let’s dive in, and get those metrics explained.
The creator behind this channel is a blogger. The majority of the audience comes from countries with lower advertising budgets. Despite a large number of Shorts views and a CPM ranging from $3.68 to $4.25, the RPM remains very low—only $0.06 to $0.13. This clearly demonstrates that high view counts do not always translate to high revenue, especially if the audience is from lower-value advertising markets.
This channel is run by a media company and focuses primarily on long-form videos for a specific regional audience. Thanks to its well-defined viewership, the channel has a CPM between $5.41 and $6.79. However, due to low audience retention (Watch Time), the RPM remains at $1.70–$2.40. This example shows that even with a high CPM, watch duration significantly impacts earnings.
The creator of this channel is a blogger. Thanks to high audience engagement and long watch times, this channel achieves impressive metrics: a CPM of $8.30–$8.55 and an RPM ranging from $7.00 to $8.70 (even exceeding CPM in some cases). This is a great example of how audience engagement and alternative monetization can directly increase earnings.
It’s important to note that these examples reflect the performance of specific channels and are not representative of overall market averages. CPM rates in different regions can vary significantly, especially during peak advertising periods like holiday seasons when demand for ads rises.
Below is a detailed breakdown of the two primary metrics that determine monetization efficiency on YouTube—RPM and CPM. These metrics help creators understand how effectively they are earning from their videos and how attractive their content is to advertisers.
An increase in revenue per thousand views means you are earning more money for every 1,000 views. A decrease usually signals lower overall earnings.
Understanding the differences between CPM and RPM is essential for any YouTube creator aiming to maximize earnings. While CPM reflects advertiser demand, RPM shows the creator’s actual earnings after YouTube’s share. By analyzing these metrics, creators can refine their strategies to improve monetization performance.
Success on YouTube isn’t just about high CPM and RPM rates—it’s about building a sustainable content strategy, engaging the right audience, and optimizing every aspect of monetization. By continuously analyzing performance data and adapting to market trends, creators can ensure long-term profitability.
