If you're in the YouTube Partner Program and wanted more insights to include in your pitches to brands, this update is worth knowing about. YouTube has expanded its media kit with two new audience data points that give potential partners a clearer picture of who's actually watching your channel.
The media kit is a personalized, auto-generated PDF that pulls together your channel performance, unique audience data, and creative highlights into something you can share directly with brands. It's been available to all YouTube Partner Program creators globally since October, and these new insights build on what was already there. Below we'll walk through exactly what's been added, why it changes the conversation with brands, and how to make the most of it.
What's changed?
YouTube confirmed two new data points are coming to the media kit in their latest Creator Insider update. The first is family status, showing you the percentage of your audience who are parents versus non-parents. For brands in parenting, education, family travel, or children's products, this kind of audience breakdown can be the difference between your channel making the shortlist or not.
The second is household income. This breaks your audience down by income percentile brackets, giving brands a clearer read on the purchasing power of the people watching your videos. For brands selling higher-ticket products or targeting a specific spending tier, this is exactly the kind of signal they're looking for before committing to a campaign.
Both additions sit alongside the existing media kit data – subscribers, posting frequency, unique viewers. They round out the picture of who your audience is in a way that plain view counts can't.
To access your media kit, head to the Earn tab in YouTube Studio on desktop and look for the link to download it. The kit is available to all creators in the YouTube Partner Program globally.
Why this matters for creators
Brand deals often come down to how well you can prove your audience is the right fit for a campaign. Views and subscriber counts tell part of the story, but they don't tell a brand whether your viewers have children at home or what they're likely to spend. The new media kit data fills that gap directly.
This matters most if you create content that naturally attracts a specific demographic – family vlogging, parenting advice, personal finance, lifestyle content with a particular income skew – because you now have data to back up what you've always known about your audience.
Valentin Farkasch of Orbit For Creators explained in a recent Uppbeat interview why this kind of data changes the dynamic entirely: "Ask yourself how you can use the data creators have available to make this brand's message accessible to a different group of people. See how you can actually sharpen the brand's promise and help them with their marketing." The media kit's new audience insights give you exactly that kind of data to bring into the conversation.
It's also worth noting that this data works both ways. If your household income breakdown or family status split doesn't match a particular brand's target audience, that's useful information too. Knowing your audience well enough to decline the wrong deals saves time and protects the trust you've built with your viewers.
Uppbeat's take: Download your kit and update your pitch
This is a genuinely useful update for any creator who's actively looking for brand partnerships, or wants to be better positioned for them in the future. More data means more confidence in your pitch, and it gives brands one less reason to pass. Here's what we'd do next:
- Download your updated media kit now. Head to the Earn tab in YouTube Studio on desktop and grab the latest version. Even if you already downloaded one before, the new data points will only appear in a fresh export.
- Read your own audience data before you pitch anything. Look at the family status split and income brackets and ask yourself which brands your audience makes sense for. Build your outreach around the answer.
- Lead with the data that's most relevant to each brand. If you're approaching a family-focused brand, open with your parenting percentage. If it's a premium product, the household income breakdown does the work. Tailor rather than send a one-size-fits-all PDF.
- Use the kit as a starting point, not the whole pitch. The media kit shows what YouTube measures, but your pitch should also include the things it doesn't, like tone, community feel, and why your audience trusts you. Those intangibles still matter to brands.
- Keep your content monetisation-safe alongside your pitch. If you're actively going after brand deals, the last thing you want is copyright claims on existing videos undermining the credibility of your kit. Using pre-cleared royalty-free music and sound effects from Uppbeat keeps your back catalog clean and your ad revenue protected while you focus on building partnerships.
The media kit won't close deals on its own, but it makes starting the conversation a lot easier. With better audience data behind you, your pitch becomes something a brand can actually act on.
