Guide
TikTok LIVE sponsorship rates
Figures and workflows here are illustrations, not financial, tax, or accounting advice. Talk to a tax or finance specialist in your jurisdiction before you invoice, set payment terms, or treat a number as a rate you should charge.
CPVH concurrent-viewer fee table
CPVH means cost per viewer-hour: median concurrent viewers × hours live × a dollar band. Pull median concurrent from your last 6–10 LIVEs (or 30 days), not the one stream that spiked. Print the pull date on the quote. Followers are a size filter; concurrent viewers price the LIVE.
Bands below assume a creator who already has a working native video fee around $250–$500. Niche expertise, product demos, bilingual hosting, or brand co-hosts push the CPVH up. Pure entertainment chat with light brand mentions sits lower — still never free “because LIVE is fun.”
| Median concurrent | CPVH band | 1.0 hour floor | 1.5 hour floor |
|---|---|---|---|
| 100–199 | $0.55–$0.85 | $55–$170 | $83–$254 |
| 200–399 | $0.40–$0.65 | $80–$260 | $120–$390 |
| 400–799 | $0.30–$0.50 | $120–$400 | $180–$600 |
| 800–1,499 | $0.22–$0.40 | $176–$600 | $264–$900 |
| 1,500+ | $0.15–$0.30 | $225+ | $338+ |
Floor only. Add setup, scripted demo blocks, and paid-usage on clips on top.
Add-ons that are not “included in LIVE”
Brands often ask for a LIVE “and then we will cut ads from it.” That sentence is three products: the stream, the replay edit if you deliver it, and paid usage or Spark on any clip. A TikTok Shop pin during LIVE is another timed add-on if you already sell Shop separately. Keep the card honest so the stream fee stays about airtime.
| Add-on | Default | Working bump |
|---|---|---|
| Scripted 10-min product block | Not in chat-only LIVE | +15–25% of LIVE floor |
| Brand co-host on stream | Optional | +$75–$200 flat |
| 24h replay left public | Often included | Included or +$50 |
| Edited 60s clip delivery | Not included | Price as a short video SKU |
| Paid usage / Spark on clips | Not included | See Spark guide — separate line |
| TikTok Shop pin during LIVE | Not included | Timed Shop / affiliate line |
Worked LIVE quote (400 concurrent)
Inputs: median concurrent 400 (pull date on the SOW), 90 minutes on air, one scripted demo block mid-stream, organic replay for 24 hours, no Spark, no Shop pin. Native video fee on the same card is $350 — listed only so buyers see LIVE is not “half a video.”
| Line | Math | Amount |
|---|---|---|
| LIVE floor (400 × 1.5h × $0.45) | 600 viewer-hours × $0.45 | $270 |
| Scripted demo block | +20% of floor | $54 |
| Organic 24h replay | Included | $0 |
| Spark / paid clip usage | Refused unless added | — |
| Total LIVE sponsorship | — | $324 |
| Refuse: “include in $350 video package” | Different SKU | Re-quote |
One revision of the talking points only. Full rescript after go-live is a new LIVE.
Paste this structure into the DM: median concurrent, hours, CPVH used, demo block yes/no, clip rights no. If they want a three-video package plus LIVE, add LIVE as a fourth line — do not discount LIVE because the package already exists. Package discounts apply to edited video SKUs, not to calendar-locked LIVE hours.
What TikTok LIVE pricing is not
- Not a Spark Ads authorization (that is a posted-video rental — see the Spark fee guide).
- Not a multi-video brand package (edited in-feed inventory with revision rounds).
- Not TikTok Shop pure affiliate (commission does not replace a LIVE fee).
- Not a free “warm-up stream” before a paid video.
Vs video SKUs
Videos can be reshot. LIVE burns a calendar slot once. Price the slot and the concurrent room, not the file length.
Vs Spark
Spark needs a video ID and an end date. LIVE clips become Spark inventory only after you sell that authorization.
Card placement
Put LIVE on your TikTok rate card as its own row under native video and above Spark — never buried inside a package footnote.
Build the rest of the TikTok card (median-view packages, Spark windows, payment) from the TikTok rate card template. When they ask to amplify a LIVE clip after the stream, open the Spark Ads fee guide and quote a dated authorization — do not extend the LIVE invoice silently.
Related guides
Platform rates & formats
TikTok LIVE rate questions
+How do I price TikTok LIVE from concurrent viewers?
Use your 30-day median concurrent viewers (not peak spike) × hours on air × a CPVH band. Example: 400 concurrent × 1.5h × $0.45 ≈ $270 as a floor before product demos or co-host time.
+Is a LIVE sponsorship the same as a TikTok video package?
No. A video package is edited in-feed inventory. LIVE is real-time calendar lock, chat moderation, and unrehearsed delivery. Do not sell LIVE as “one more video” on a multi-video deal.
+Does LIVE include Spark Ads authorization?
Never by default. Spark applies to a posted video ID. Clips cut from LIVE need a separate usage or Spark line if they want paid spend behind those clips.
+How long should a branded LIVE run?
Most brand LIVEs work at 45–90 minutes. Under 30 minutes rarely justifies the setup fee; over two hours needs a fatigue surcharge or a second host fee.
+What if peak viewers crash mid-stream?
You sold median concurrent capacity and a time block, not a guaranteed peak. Do not refund for algorithm dips. If they bought a minimum concurrent guarantee, that must be written — and priced higher.
+Can they clip the LIVE into ads without a usage fee?
Organic replay on your profile is different from paid ads. Screenshots, paid Spark on clips, or brand-channel cutdowns need a paid-usage line — same logic as clipping a collab video.
List LIVE as its own TikTok SKU
BlueRateCard packages can separate native video, LIVE hours, and Spark so brands stop bundling live streams into a video fee. Free for creators.