Who Sponsors Crafting & DIY YouTubers? 240+ Brands, Ranked (2026 Data)

We analyzed 3,445 videos from the 50 biggest crafting and DIY YouTubers. 46% of them were sponsored - at least 680 brand deals from more than 240 different companies. The surprise: the craft-machine brands you'd expect to own this niche barely appear. Cricut, Glowforge, and xTool combined ran fewer placements than a single mattress company. Here is who's actually paying, and what it means if you're a brand or a creator.

Why crafting is the under-served niche

Crafting and DIY is one of YouTube's most fragmented categories - woodworking, 3D printing, sewing, resin, cosplay, home renovation, and kids' crafts all live under the same roof - which is exactly why it's under-served by sponsors relative to its reach. The audience is high-intent (these viewers buy tools, materials, and machines constantly), yet the brands closest to that intent, the craft-machine makers, are almost absent from the leaderboard. That gap is the story: the money in DIY YouTube is coming from horizontal advertisers and a handful of maker-tool brands, not from the companies whose products the creators are literally using on camera.

The 50 channels we analyzed

We pulled the most recent ~70 uploads from each of the 50 largest crafting and DIY channels (as of July 2026) and checked every video for a paid sponsorship:

Moriah Elizabeth · Jennifer Maker · Evan and Katelyn · Make Something · LaurDIY · Karen Kavett DIY · Makers Gonna Learn · 3D Printing Nerd · I Like To Make Stuff · The Sorry Girls · withwendy · coolirpa · DIY Danie · DIY Creators · Blacktail Studio · Foureyes Furniture · Bobby Duke Arts · Nerdforge · Punished Props Academy · Kamui Cosplay · Uncle Jessy · Maker's Muse · CNC Kitchen · Teaching Tech · Make Anything · Lone Fox · Alexandra Gater · Modern Builds · Angie Holden · Stumpy Nubs · Fix This Build That · ThreadBanger · Peter Brown · ChrisNotap · DaveHax · April Wilkerson · Laura Kampf · Simone Giertz · The Crafsman · Crafted Workshop · Sewing Report · DIY Perks · Rachel Maksy · Jazza · Sea Lemon · Izzy Swan · DIY Montreal · RR Buildings · Annika Victoria · The King of Random

The brands sponsoring the most crafting creators

Ranked by total sponsored placements we detected in the window. "Creators running it" lists the channels that ran each brand; "Est. spend" is a modeled, reach-based figure (order of magnitude, not a quote).

The headline finding is what's not here. The craft-machine brands whose tools these creators use on camera every week - Cricut (4 placements), xTool (6), Glowforge (2) - are nowhere near the top. Instead the leaderboard is horizontals (Squarespace, BetterHelp, KiwiCo, SimpliSafe) plus a thin layer of maker-tool brands that actually get it: PCBWay for the 3D-printing and electronics crowd, ISOtunes hearing protection for the woodworkers, Milanote for the designers, Rockler for the shop builders. For a category this large and this high-intent, that is an under-served leaderboard - and a wide-open opportunity for the tool and material brands sitting on the sidelines.

What YouTube's own data hides

These counts are conservative on purpose - we only counted a sponsorship we could verify from the video itself, using three signals: YouTube's "includes paid promotion" disclosure, an explicit sponsor read in the description, or a promo code tied to an outside brand. We don't rely on YouTube's disclosure toggle alone because creators apply it inconsistently: many videos here carry a scripted sponsor read and a tracked affiliate link while filing no paid-promotion flag. A database built on the platform's self-reported flag misses those deals. Reading the description and the video is the only reliable way to know who's actually paying.

How to act on this

If you're a brand: this list is your competitive map - and in crafting, the map has more blank space than most. If you sell tools, machines, materials, or software and you're not on it, you're leaving a high-intent audience to a competitor or, more often, to no one at all. The craft-machine and materials categories are barely represented; there is room to own them outright.

If you're a creator: this is your pitch list. The brands above are actively spending on channels like yours right now - and because the niche is under-sponsored, a specific, well-targeted pitch to a tool or material brand that isn't yet on YouTube can open a category rather than compete for it.

Methodology

Based on 3,445 videos from the 50 biggest crafting and DIY YouTube channels, as of July 2026. We collected the ~70 most recent uploads per channel and flagged a video as sponsored when we could verify a paid placement from one of three signals: YouTube's "includes paid promotion" disclosure, an explicit sponsor read in the description, or a promo code tied to an outside brand. 1,592 of the 3,445 videos (46%) qualified, totaling at least 680 distinct brand deals across 240+ companies. We removed each creator's own products, courses, Patreon, and merch links so the counts reflect outside brands only. Estimated annual value is modeled from each video's view count at assumed creator-integration rates and is intended as an order-of-magnitude signal, not a quoted figure.

Find the creators for your brand

The rankings above are public. Verified creator contacts, rates, full multi-year sponsor histories, and the deals YouTube doesn't disclose are available to signed-in users.

See the full data. Pull the complete sponsor history - including undisclosed deals and creator contacts - for crafting or any other niche. Sign up to get the full report.