A creator media kit is a one-page document a streamer sends to brands interested in sponsorship. The kit lets a brand decide in 30 seconds whether the channel is a fit, what the rate is roughly going to be, and what kind of integration they can buy.
This article covers what to include, what to leave out, and how to keep the kit useful as your channel grows.
What a media kit is for
The kit replaces three to five rounds of back-and-forth email. A brand pitching ten streamers reads ten media kits, picks two or three to follow up with, and ignores the rest. A clear, current kit means your channel makes the shortlist when the numbers match.
It is not a CV. It is not a portfolio. It is a one-page sales document.
The five things a kit must include
For a useful media kit, in priority order:
- Who you are. One sentence. The category you stream, your channel name, your real name or stage name.
- The audience. Average concurrent viewers, total followers, total minutes watched in the last 90 days. Pull these from Twitch's Creator Dashboard analytics page.
- Audience demographics. Age range, top countries, gender split. Twitch's Insights tab shows these.
- Past sponsorships or partnerships. Two or three examples of brands you have worked with, if any. Skip this section if you have not done one yet.
- Rate sheet or contact for rates. Either list your standard rates or say "rates on request" with an email.
Keep it on one page. A two-page media kit signals you are inexperienced; a half-page kit signals you are confident.
What to leave out
A few things show up in templated media kits and harm rather than help:
- Vanity metrics from years ago. "5 million hours watched lifetime" reads as filler if the last 90 days are 50,000 hours.
- A long list of every social account. Stick to the three that drive real engagement.
- A bio paragraph. The single sentence at the top does the work.
- Stock photography. Use one good photo of yourself or your channel art.
- Multiple font weights and colours. Two fonts and three colours is the maximum.
Stats brands actually look at
Different brands ask for different stats. The five that matter for most are:
- Average concurrent viewers over the last 30 days (the headline number)
- Followers (less important than concurrent but still asked)
- Audience country mix (does it match where the brand sells?)
- Audience age mix (matters for age-gated products)
- Average watch time per stream (signals audience engagement, not just attention)
If your channel does not yet have impressive numbers in any of these, lead with the most flattering ones and present the others as part of a wider picture (community size on Discord, growth rate, niche specificity).
Pricing your slots
Most channels under 200 average viewers price sponsorships as flat fees per stream rather than CPM. Rough starting ranges for a small channel:
- A 30-minute sponsored play with brand integration: £100 to £400
- A logo and verbal mention only, no extended integration: £30 to £100
- A full sponsored stream with custom title, dedicated 2-hour playthrough, and a social post: £400 to £1,200
These are starting numbers. Stronger niches (a specific game brand sponsoring a channel that streams that game) can pay more. Generic sponsorships from brands that just want exposure pay less.
For larger channels (500 or more average viewers), CPM pricing becomes standard. Common rates: £15 to £40 CPM for integrated sponsorships.
How to deliver the kit
PDF, with a clean filename like "yourname-mediakit-2026.pdf". Three places to host it:
- An always-current link on your creator profile or website. Updates automatically when you swap the file.
- A direct attachment to any sponsorship enquiry that comes in.
- A link in your YouTube About page and your Twitch channel description.
Update the numbers every 90 days. An out-of-date media kit is worse than no media kit; it signals you are not paying attention.
A simple template
For a first kit, this structure works:
- Header: your channel name and logo, the date the kit was prepared
- Sentence: who you are and what you stream
- Audience block: four key numbers, each with a one-line context
- Demographics block: a small chart or text breakdown of age, country, gender
- Past work block: two or three logos and a sentence each on the deliverable
- Rates block: clearly listed, or "rates on request" with your email
- Footer: your name, email, and one social link
Aim for 50 percent text, 50 percent whitespace. The blank space helps the reader scan.
When to upgrade
Most streamers can run on a Google Docs or Canva template for the first year. When you have run more than five sponsored campaigns and the kit becomes a sales tool you use weekly, a designer-made version with branded layout is worth a one-off £100 to £300 commission. Until then, the content matters more than the design.