RPM (Revenue Per Mille): Definition & Guide for Creators
The actual money you earn per 1,000 views after the platform takes its cut.
RPM (Revenue Per Mille) represents your actual earnings per 1,000 views after all deductions. Unlike CPM which is what advertisers pay, RPM is what you actually receive. For YouTube, RPM is typically 45-55% of CPM because YouTube takes a 45% cut of ad revenue. RPM also accounts for videos that didn't show ads or were demonetized, giving you a more realistic picture of your earnings.
Why RPM (Revenue Per Mille) Matters for Creators
Understanding rpm (revenue per mille) is essential for growing on YouTube. This concept directly impacts how your content performs and how you can optimize your strategy.
- Affects how your content is discovered and distributed
- Impacts your growth potential on social media
- Understanding this helps you make better content decisions
- Professional creators track and optimize for this
Pro Tip: ViralNow helps you optimize content for better performance, which directly impacts your rpm (revenue per mille) potential.
Pro Tips for RPM (Revenue Per Mille)
Here's what experienced creators know about rpm (revenue per mille):
- YouTube long-form RPM averages $1-5 per 1,000 views
- YouTube Shorts RPM is much lower: $0.04-0.10 per 1,000 views
- RPM fluctuates seasonally—expect higher rates in Q4 (October-December)
Frequently Asked Questions
Why is my RPM lower than my CPM?
RPM is always lower than CPM because: 1) YouTube takes 45% of ad revenue, 2) not all views show ads (some viewers use ad blockers, some videos aren't monetizable), 3) RPM factors in ALL views while CPM only counts monetized playbacks.
What's the difference between CPM and RPM?
CPM is what advertisers pay per 1,000 ad views. RPM is what YOU earn per 1,000 total video views (after YouTube's cut and accounting for non-monetized views). RPM gives you a realistic picture of your earnings.
Why does my RPM change so much?
RPM fluctuates based on: seasonality (Q4 highest, Q1 lowest), your audience's location, video topic, video length, and how many ads viewers actually watch. It's normal for RPM to vary 20-50% month to month.