Media Kit for Streamers: CCV and Viewer-Hours, Not Follower Counts

Search "media kit template" and every result is built for Instagram: follower count, engagement rate, a grid of past brand logos. None of it is wrong, exactly — it's just built for a different product. A brand evaluating your live channel isn't buying a feed post. They're buying a room full of people for a fixed amount of time, and your media kit should be built to sell that.

Lead with concurrent viewers, not followers

Follower count measures reach — how many people could theoretically see something. Live sponsorships are priced on average concurrent viewers (CCV): how many people are actually watching, right now, for the hours the sponsorship runs. A 500K-follower channel with 300 average CCV and a 40K-follower channel with 800 average CCV are not equally attractive to a live-sponsorship buyer — the second one is worth more, because it's selling more of the thing brands are actually buying.¹

Put your average CCV over your last 30 normal streams front and center — not your best-night peak, not your all-time record. Twitch's Channel Analytics, YouTube Studio, and Kick's creator dashboard all report this number directly. A brand who checks your record-stream claim against your typical night and finds a big gap starts every future conversation from a place of doubt.

What to include

A live-streamer media kit built around the right unit needs:

1. Average CCV per platform — and combined CCV if you simulcast, since that's the real audience size a brand is buying.
2. Typical stream length and schedule — a brand pricing a "3-hour sponsored stream" needs to know that's a normal night for you, not a special ask.
3. Your CPVH rate range — the same $0.60–$1.50-per-viewer-hour benchmark band applied to your CCV, so a brand sees your number before they have to ask for it. (Full method: how much to charge for a sponsored stream.)
4. Deliverable menu with prices — ad read, overlay, chat callout, dedicated stream, VOD — itemized, not "contact for pricing." Rate-transparent creators are reported to close more deals; treat the exact multiple as directional, but the direction — transparency converts — is consistent across the vendor research citing it.²
5. Chat/community context — average chat messages per stream or returning-viewer share if you track it. A smaller, engaged audience is a real argument for the top of the CPVH band, and a media kit is where you make that case with a number instead of a vibe.
6. Category fit / past work — what kinds of brands you've worked with or would fit well (genre, audience demographics if you have them), so a brand can self-select in without a back-and-forth.
7. Contact and turnaround — how to reach you and how fast you typically respond. Brands moving through a list of creators favor the ones who make the next step obvious.

What to leave out

• Follower count as the headline number. Include it if you want, small, below the CCV — it's context, not the pitch.
• Vanity engagement metrics with no live-sponsorship relevance (likes on unrelated social posts, for instance) — they don't answer the brand's actual question.
• Fabricated or inflated numbers of any kind. A brand that catches one inflated stat discounts everything else in the kit, including the real numbers.

Effective CPVH: the number that makes your kit credible

If you've run past deals, compute your effective CPVH for each one — what you were paid, divided by (CCV × sponsored hours) — and quietly check it against the published band before it goes anywhere near a media kit. If a past deal came in well under $0.60/viewer-hour, that's not a number to advertise; it's a signal you were underpriced on that deal, worth fixing in your rate section rather than repeating in your history.¹³

Keep it current

A media kit with a CCV number from eight months ago is worse than no number at all if your channel has grown or shrunk since — brands do check. Update it whenever your trailing-30-day average moves meaningfully, and date it, so a brand knows how fresh the numbers are.

FAQ

What's the most important number in a streamer's media kit?
Average concurrent viewers (CCV) over your last 30 normal streams — not peak viewers, not followers. It's the unit live sponsorships are actually priced on.

Should I include my follower count at all?
You can, small and secondary. It's context for who you are, not the number a brand is buying — leading with it signals you're using influencer-feed logic on a live product.

Do I need a media kit if I already quote rates in DMs?
A media kit front-loads the information a brand needs to say yes without a back-and-forth — CCV, rate range, deliverable menu. It doesn't replace the conversation; it shortens it.

How often should I update my media kit?
Whenever your trailing-30-day average CCV moves meaningfully, and at minimum every quarter. Date the document so brands know how current it is.