What is the key difference between a 'CPM' and 'fixed rate' pricing model in a Twitch brand deal?

The key difference between a 'CPM' (Cost Per Mille) and a 'fixed rate' pricing model in a Twitch brand deal lies in how the streamer is compensated for their services. With a 'CPM' model, the streamer is paid a specific amount for every 1,000 impressions their sponsored content receives. An impression is counted each time the sponsored content is displayed to a viewer. The total payment is therefore variable, dependent on the actual number of impressions generated during the campaign. For example, if a streamer charges $10 CPM and generates 100,000 impressions, they will be paid $1,000. In contrast, with a 'fixed rate' model, the streamer receives a predetermined, fixed fee for their services, regardless of the number of impressions, views, or clicks generated. The fixed rate covers the streamer's time and effort in creating the sponsored content, regardless of its performance. For example, a streamer might charge a fixed rate of $500 for a sponsored stream, regardless of how many viewers watch it. The CPM model ties payment directly to performance (impressions), while the fixed rate model provides a guaranteed payment for the streamer's services. This difference affects the risk and potential reward for both the streamer and the brand.