We tracked 240 active US home & DIY channels and 12K of their videos. 57% carry a brand deal we could identify, but only 38% of those deals come from home brands — tools, paint, furniture, bedding, cleaning, cookware or garden. Here is who already buys this audience, where few brands do, and what a sponsored video delivers.
The report in a minute
Who leads home & DIY YouTube right now · top 3 by Marble Score
133× home & DIY median
Home Renovation & Remodeling · 769K · 845.9K median views
223× home & DIY median
Cleaning & Organizing · 1.4M · 592.8K median views
318× home & DIY median
Lawn Care & Landscaping · 645K · 461.9K median views
Finding 1
77% of cleaning & organizing channels (48) carry a brand deal we could identify — a disclosure that names the brand, or a brand's discount code. In gardening & homesteading, the largest niche we tracked (56 channels), it is 39%, so a brand that wants that audience meets fewer competing sponsors. Its audiences also respond: the highest likes and comments per view of the 7 niches with 8+ channels across all formats (5.13%), and the second-highest on long-form videos (4.76%, behind home decor & interior design at 5.54%). Where the filled dot sits further right, deals run on a brand's code without a written disclosure; where the hollow dot does, channels disclose a partnership whose brand we could not name.
57% of channels write a paid-partnership line (136 channels) and 57% carry a deal we could tie to a brand (136) — two measures that overlap but are not the same set of channels. Niches under 8 channels are shown but not ranked.
Finding 2
We found 957 creator–brand deals across 369 brands: 820 named in a disclosure, 137 seen only through a discount code (affiliate-network links and storefronts not counted). Tools, paint, furniture, bedding, cleaning, cookware and garden brands together account for 38% of them; retailers for 4%; the other 58% come from brands outside home categories — health & wellness (176 deals), fashion & beauty (117) and apps, software & finance (114). A home brief competes for the same slot with those brands. The share differs by niche: home brands hold 53% of deals in gardening & homesteading and 30% in cleaning & organizing (niches with 15+ deals).
Share of each niche's deals that come from home brands
Finding 3
168 of 240 channels run an affiliate shelf under their videos — an Amazon storefront, an LTK or ShopMy page, or a list of three or more Amazon product links ("tools I use", "shop the room"). These pay the creator per sale, not per video, so they are not counted as brand deals. Amazon product lists are the most common (50% of all channels). For a product sold on Amazon or through LTK, getting onto that list is the lowest-commitment way in. Home Decor & Interior Design leads at 81% (53 channels); lawn care & landscaping trails at 30% (niches of 8+ channels).
Share of channels with an affiliate shelf, by niche
Which shelf (share of all channels)
Finding 4
Against each channel's own usual video in the same format, the median long-form video with a disclosure or a brand code lands at 1.01×. Long-form deal videos break out (2× the channel's usual) 13% of the time, against 16% for the creator's other long-form videos. Plan on the typical result, and treat a hit as a bonus. Deal Shorts are a thinner sample (187 videos) and land at 0.89×.
1.01×
median long-form deal video vs. the channel's usual (1780 videos)
13% vs 16%
long-form breakout rate, deal vs. other videos
0.89×
median deal Short vs. the channel's usual (187 Shorts)
Finding 5
Take the 80 home & DIY channels with 300K–1M subscribers. A channel at the top tenth of that group gets about 30× the median views per video of one at the bottom tenth. Sizes inside the band differ by up to 3.3×, so even if views rose in step with subscribers, size would account for only about 3.3× of that gap. A subscriber count tells you what a channel once earned, not what the next video will deliver, so judge a creator on recent median views.
Finding 6
Our estimate prices each tier's typical channel on the views its long-form videos actually get — a median of 27,655 at 100K–300K — at $15–$30 per 1,000 views, a proxy: neither 2026 rate guide we use (OutlierKit, MilX) publishes a home or DIY rate, so we use their lifestyle / vlog range (MilX gives $15–30, OutlierKit $15–25). Rate guides publish vendor estimates, not deal data. This is a planning estimate, not a quote. A quote that sits far above the band may be priced on subscribers or on average views; ask for the median.
An estimate for planning, not a quote. Creator-by-creator estimates are in the full report.
Finding 7
Of 801 creator–brand partnerships named in a paid-partnership line on a specific video, 250 appear on two or more videos of the same creator — a re-booking or a multi-video package (a sponsor line that repeats on nearly every upload is left out as a standing footer). Either way, the brand bought more than one slot, so plan for a series rather than a one-off. The brands on repeat videos with the most creators: Quince (21), Lowe's (17), City Beauty (11).
Finding 8
Each channel's long-form videos against its own 8–18 min uploads, so channel size drops out. 18–30 min videos beat that baseline on 68% of the 78 channels that post both — a lean, not a rule. Videos of 3–8 min land at 0.90×.
Finding 9
A few hits pull a channel's average far above its typical video: on a typical home & DIY channel the average runs 1.21× the median on long-form and 1.63× on Shorts. A rate built on average views pays for the hit you probably won't get. The other half of the bet is volume: one long-form video lands under half its channel's median 9% of the time; the average of a 3-video package, 1%.
Long-form · 171 channels
Shorts · 131 channels
Median across channels of each channel's average views divided by its median views, recent videos.
Finding 10
The top third of channels by reach — 80 channels whose typical video gets views equal to at least 20% of their subscribers. 25 of them carry no brand code and no paid-partnership line in their latest uploads. Some read a sponsor aloud without writing it down: treat the list as the channels to ask first.
Benchmarks
| Niche | Channels | Median subs | Views / sub | Engagement | Shorts share |
|---|---|---|---|---|---|
| Gardening & Homesteading | 56 | 211.5K | 8% | 5.13% | 13% |
| Home Decor & Interior Design | 53 | 136K | 19% | 4.5% | 30% |
| Cleaning & Organizing | 48 | 268.5K | 18% | 3.89% | 30% |
In the full report
All 957 deals on 136 channels, with the video and the exact disclosure or code line as evidence.
The 168 creators with an Amazon storefront, LTK, ShopMy or product-link list — and what they already recommend.
Estimated cost of a long-form integration for each creator, built from their real median views.
Unsafe how-tos, politics and off-topic drift flagged creator by creator, with the source.
Tell us your product; Marble ranks the home & DIY creators your customers already watch.
Browse the lists
Home Renovation & Remodeling
21 creators
Woodworking & Furniture Flips
33 creators
Tools & Home Repair
9 creators
Home Decor & Interior Design
53 creators
Gardening & Homesteading
56 creators
Lawn Care & Landscaping
20 creators
Cleaning & Organizing
48 creators
Our directory lists 240 home & garden creators; the numbers above cover the 240 active US YouTube channels we analysed.
The full report
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Named creators, sponsor and affiliate-shelf evidence, brand-safety notes and rate benchmarks — plus a shortlist built for your product.
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