https://carlalallimusic.substack.com/p/the-true-costs-of-being-on-youtube
I started my YouTube°hard word channel°hard word in earnest°hard word in October, 2021, shortly before That Sounds So Good, my second cookbook°hard word, came°hard word out. A little over three years later, on January 29, 2025, I uploaded°hard word the 177th°hard word episode°hard word of Carla°hard word’s Cooking Show. That video°hard word, for a cheddar°hard word burger°hard word named after my mom°hard word, is my last for now, and possibly forever.
In this time, I logged°hard word 18 million°hard word views, grew°hard word my subscriber°hard word base to 231,503, and grossed°hard word a total°hard word of $187,997. Some of those numbers sound big, but the costs°hard word—financial°hard word, logistical°hard word, and personal°hard word—didn°hard word’t earn°hard word out. In this newsletter°hard word, I’ll°hard word explain the hard and soft costs°hard word of doing°hard word business on YouTube°hard word, why leaving°hard word is the right move for me, and what I’m doing°hard word (for money) next. ...
The original°hard word goal°hard word was to use my channel°hard word to drive sales for my second cookbook°hard word, That Sounds So Good, ideally°hard word earning°hard word the book a spot on the New York°hard word Times Bestseller°hard word List. I had been making°hard word videos°hard word for Patreon°hard word, where I had about 3000 paying subscribers°hard word. For the book, though, I needed to maximize°hard word reach. ...
If we roll with the average°hard word Adsense°hard word income°hard word, here’s the bottom line: $14k going out. $4k coming°hard word in. Net loss, month over month: TEN THOUSAND°hard word DOLLARS°hard word. That’s a lot to sink°hard word into a channel°hard word that is barely moving°hard word book sales and not°hard word getting me a TV°hard word deal. Simply put, it’s completely unsustainable°hard word from a business perspective°hard word.
The videos°hard word are good, but not°hard word great. She is pleasant°hard word and the recipes are competent°hard word, but I struggled°hard word to find a video°hard word that both piqued°hard word my interest 💡 for various°hard word reasons, I would only promote°hard word a vegetarian recipe here and was "good enough to share". Ultimately°hard word, the one in her blog°hard word post: https://www.youtube.com/watch?v=N9wfngvhV0E might be the best choice.
In the game of clicks°hard word, "good" isn't°hard word good enough. 🔥 there is a world°hard word market for approximately°hard word five celebrity°hard word chefs°hard word. ⚔️ well, actually, five American celebrity°hard word chefs°hard word
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As°hard word far as°hard word the money side of things:
The most significant metric°hard word for earnings°hard word on YouTube°hard word is CPM°hard word, or the cost°hard word per°hard word thousand°hard word views that advertisers°hard word must pay to run spots against a channel°hard word’s content°hard word. To advertise°hard word on my channel°hard word, that number is about $29 per°hard word thousand°hard word views.
The other metric°hard word is RPM°hard word, revenue°hard word per°hard word thousand°hard word views, which is what the creator°hard word is paid°hard word. My RPM°hard word is around $10. Easy math: For a video°hard word with 30,000 views, I earn°hard word $300. People tend°hard word to assume°hard word that my take is much higher, in particular the viewers°hard word who can’t believe I have the audacity°hard word to put my recipes behind a paywall°hard word.
Again: It costs°hard word $29 per°hard word thousand°hard word to run an ad°hard word in my videos°hard word, and I get $10 per°hard word thousand°hard word. Where does the other $19 go? To YouTube°hard word, of course. That’s a 2:1 split°hard word in favor°hard word of the platform°hard word. Lord, give me strength.
This does not°hard word acknowledge°hard word the fact that YouTube°hard word will let you upload°hard word (and distribute°hard word) an unlimited°hard word number of videos°hard word, for free.
It does note that, if you "only" make $10k/month in advertising°hard word revenue°hard word, you are largely immaterial°hard word to YouTube°hard word.
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And, the "production°hard word" side of things:
Releasing°hard word a video°hard word every week for years meant°hard word I was always navigating°hard word three overlapping°hard word schedules°hard word: pre-production°hard word for the videos°hard word we’ve°hard word yet°hard word to shoot; post-production°hard word for the videos°hard word going through their edit°hard word; and pub°hard word week for the video°hard word coming°hard word out. Honey, we’ve°hard word been grinding°hard word.
In 2023, when my marriage°hard word broke°hard word up and I had to stay in (goofy°hard word, upbeat°hard word) character°hard word for the sake of my and my family’s privacy°hard word—that was brutal°hard word. I was living a lie, projecting an inauthentic°hard word version°hard word of myself. The conflict°hard word between the person in reality°hard word and the performer°hard word ate°hard word away at me.