The Sleep Shelf, 14 Rivals And 7,837 Videos
Sixty ASMR channels carry 409 paid sleep deals at 6.8 bookings each, the highest repeat rate on this shelf. Two brands hold 397 of them and the other thirteen hold twelve.
Senior Partnerships Manager · August 18, 2026 · 8 min read · Updated August 15, 2026
The sleep shelf, 14 rivals and 7,837 videos
Cozy Earth, we analyzed our database of 700,000+ sponsored YouTube videos to map the sleep and recovery landscape and find which niches are OVER-SPONSORED and UNDER-SPONSORED.
We measured your 14 closest rivals:
Helix Sleep, Brooklyn Bedding, Beam, Manta Sleep, Eight Sleep, Whoop, Sleep & Glow, Bear Mattress, Emma Sleep, GhostBed, Nolah, Ozlo, Oura and Therabody.
1,902 sponsored creators and 7,837 sponsored videos since October 2020.
The most recent one landed on 1 August 2026, and every figure below is a paid deal we hold for a named channel, which makes it a floor for each brand. If you want the wider view of how this category buys, our sleep and recovery influencer marketing guide covers the roster and the rate anchors.
Who says so: our own count of recorded paid YouTube deals, pulled 12 August 2026. One figure corrected since this was written, the earliest deal on the shelf is Beam on 28 October 2020, so the count runs from October 2020 rather than March 2021, which is when Helix started.
What each one took
Each of these brands ended up somewhere specific, mostly by paying the same kind of channel over and over.
Helix Sleep
Helix Sleep took ASMR. 507 creators, 2,560 videos, the biggest programme in the category, and 28 of those creators are ASMR channels carrying 282 deals.
That is 32.7 percent of every deal recorded on this shelf, with 55 percent of its creators booked more than once at an average of 5.0 bookings each. Seventy four of them have been booked ten times or more, and the next best on this shelf is Brooklyn Bedding at 26.
The mix around the ASMR position is wide. Entertainment is its largest room at 646 deals and 25 percent of its spend, then lifestyle at 456 and 18 percent, then health at 222. Its two other skews are food at 2.6 times the shelf average and gaming at 1.9 times.
Manta Sleep
Manta Sleep took gaming, at nearly five times the average, plus 33 more ASMR channels.
Gaming is 71 deals and 14 percent of what it bought at 4.9 times the shelf average, wellness is another 45 at 5.3 times, and entertainment is its biggest column at 160 deals and 31 percent, which is where most of those ASMR channels are filed. The whole programme is 248 creators and 522 videos, holding 115 of the ASMR deals here.
We did not draw Manta a pyramid, because it gets 40 percent of its creators back at 2.1 bookings each, under the 2.2 a chart needs before the shape means anything. It went wide instead of deep.
Eight Sleep
Eight Sleep took tech and business. 17% technology and 6 times the average, plus podcasts at 17 times.
Business is another 36 deals at 6.1 times, health is still its biggest single room at 123 deals and 26 percent, and sports follows at 57 and 12 percent. It got 56 percent of its creators back at 4.9 bookings each, and 17 of them have been booked ten times or more off a roster of only 96 people.
No pyramid for Eight Sleep either. 96 creators is under the 100 a chart needs to fill, so the lower tiers would come out of a handful of names.
Whoop
Whoop took fitness and sports. Fitness at 11 times the average, sports at 4 times, and 64% of its creators were paid again.
Fitness is 52 deals at 10.9 times the shelf average, sports is 104 and 23 percent at 4.0 times, technology is 36 at 2.9 times. Health is still the biggest room at 154 deals and 34 percent, and the whole thing runs on 94 creators and 452 videos at 4.8 bookings each, the highest repeat rate of any roster over fifty people here.
Being straight about this one, 94 creators is under the 100 we normally want before drawing a pyramid, so the lower tiers are thin. The shape holds up anyway, because the repeat rate is doing the work here.
Bear Mattress
Bear Mattress took sports alone. 57% of everything it bought, ten times the average.
That is 186 of its 329 videos in one category at 9.8 times the shelf average, and nobody else here concentrates like that. Health takes another 61 deals and 19 percent, lifestyle 48 and 15 percent. It has 138 creators and gets 46 percent of them back at 2.4 bookings each, so the bet is on the category rather than on the people.
GhostBed
GhostBed took news and true crime, at 12 and 16 times the average, off only 23 creators.
Military is the third one, 38 deals at 21.5 times. Those 23 creators carry 243 videos between them, 10.6 bookings each and the deepest repeat number on the shelf. Media is its largest room at 56 deals and 23 percent, then entertainment at 50, then news at 45 and 19 percent. Its 65 percent repeat rate is the highest figure here, off far too small a base to trust as a pattern.
Sleep & Glow
Sleep & Glow took beauty and fashion, at 15 and 10 times the average.
Beauty is 60 deals at 15.0 times and fashion is 67 at 10.4 times, and no other brand here is anywhere near either number. Lifestyle is its top room at 121 deals and 32 percent, health is 113 and 30 percent, and the programme is 88 creators and 383 videos at 4.4 bookings each, with 45 percent booked again.
Brooklyn Bedding
Brooklyn Bedding took travel. 38% of its deals.
That is 376 videos in one category at 5.4 times the shelf average, off a programme of 255 creators and 980 videos, 12.5 percent of the shelf. Lifestyle is next at 207 deals and 21 percent, then health at 70. It gets 53 percent of its creators back at 3.8 bookings each, and 26 of them have been booked ten times or more.
Beam
One brand took nothing in particular, and that is its own finding.
Beam is the oldest programme here. Its first recorded deal on 28 October 2020 is the first on the whole shelf, and nearly six years later it holds 263 creators and 742 videos, 9.5 percent of the category.
Being early has not turned into being sticky. Beam gets 44 percent of its creators back at 2.8 bookings each, and 148 of the people it paid were paid once and never again. Look at where the money went and the reason shows up. Lifestyle takes 190 deals and 26 percent, entertainment takes 110 and 15 percent, health takes 95 and 13 percent, the three most contested rooms in the category. Its only meaningful skew is politics at 3.0 times, off 38 deals.
Where that leaves you
You have 159 creators and 687 videos, and 62% of them were booked again. Only Whoop and GhostBed rebook at a higher rate. You buy well. You just buy in the same three rooms as everyone else.
The detail underneath is 8.8 percent of the shelf, 4.3 bookings per creator, 16 people booked ten times or more and 61 booked once. Health is 206 of those deals and 30 percent of the spend, lifestyle is 99 and 14 percent, media is 48 and 7 percent. The one place the buying looks unlike anybody else's is personal finance and personal development channels, 42 deals at 11.4 times the shelf average, plus politics at 3.5 times off another 42.
Who says so: our own count of recorded paid YouTube deals, pulled 12 August 2026. One figure corrected since this was written, GhostBed is not the only brand above 62 percent, Whoop got 64 percent of its 94 creators back, and GhostBed's 65 percent comes off 23 creators.
Over-sponsored
Health is the worst. 171 creators carry 1,118 deals, 6.5 each, and all 15 brands are already there. It is also 30% of your own spend, your single biggest category.
Lifestyle and entertainment are next. Every brand uses them and together they are a third of every deal in the category.
Travel, 4.9 deals per creator across 11 brands.
| Category | Creators | Deals | Deals per creator | Share of shelf | Brands present |
|---|---|---|---|---|---|
| Lifestyle | 386 | 1,398 | 3.6 | 17.8% | 14 of 15 |
| Entertainment | 300 | 1,147 | 3.8 | 14.6% | 15 of 15 |
| Health | 171 | 1,118 | 6.5 | 14.3% | 15 of 15 |
| Travel | 114 | 557 | 4.9 | 7.1% | 11 of 15 |
Health is the tightest of the four. It has fewer than half the creators of lifestyle and almost the same deal count, so a small group of channels carries an enormous amount of sleep money.
All 15 brands we measured are buying health creators, and 171 people carry 1,118 of those deals, 6.5 bookings each.
That is the number to hold in your head before you email a health channel about a mattress. The person on the other end has read a rival sleep code five or six times already, they know what the category pays, and your offer arrives on ground that is anything but neutral. The health room carries the other risk too, because a wellness creator improvising a claim about what your product does to somebody's sleep becomes your legal problem. Checking what a channel has run, what it charged and what it has said on camera is most of the work we do before a name reaches a shortlist.
Who says so: our own count of recorded paid YouTube deals, pulled 12 August 2026, grouped by the channel category we hold for each creator.
Under-sponsored
ASMR is the strange one. 60 channels, 409 deals, 6.8 bookings each against a category average of 4.1, the highest repeat rate on the map. Two brands own it and the other 13 have 12 deals between them.
Gaming, 81 creators, 2.7 deals each, 7 brands.
Automotive, 45 creators, 3.2 deals each.
One honesty note before anybody plans around the ASMR number. We found those 60 channels by matching the channel name against asmr, whisper and tingle, so it is a floor and not a census. A whispering channel named after the person who runs it is invisible to that test, so the pocket is at least this big and very likely bigger.
Gaming and automotive need a different kind of care. A low repeat number in a small room can mean the room is cheap and untouched, and it can just as easily mean people tried it once and did not come back. Gaming at 2.8 percent of the shelf is small enough that owning it outright still buys a small slice of the category. If you are weighing gaming on price, the YouTube CPM by niche numbers explain why it keeps showing up as the cheapest room in almost every category we count.
The cheapest entries are ASMR, gaming and automotive. ASMR is people watching something to fall asleep, which is closer to your product than a health podcast is, and almost nobody in bedding has planted a position there.
The creators everyone already shares
Here is the part of the overlap that surprised us. Of the 1,902 creators with a recorded paid sleep deal, 1,695 have worked with exactly one of these 15 brands. Another 182 have worked with two, 22 with three, and only 3 with four.
| Creator | Subscribers | Category | Brands | Deals |
|---|---|---|---|---|
| Sleep Doctor | 439,000 | Health | 4 | 23 |
| Tucker Carlson Network | 1,870,000 | News | 4 | 10 |
| How Money Works | 1,710,000 | Finance | 4 | 5 |
| The Dr. John Delony Show | 1,570,000 | Health | 3 | 93 |
| Jenna & Miguel, Freestyle Tri | 30,400 | Sports | 3 | 43 |
| AM2PM | 18,000 | Home | 3 | 23 |
| A Charming Abode | 202,000 | Home | 3 | 21 |
| Brett Cooper | 1,690,000 | Media | 3 | 20 |
| RaffyTaphyASMR | 1,030,000 | Entertainment | 3 | 20 |
| Amy Kay ASMR | 547,000 | Entertainment | 3 | 19 |
Two of the ten most shared channels in sleep and recovery are ASMR channels, which says the brands that did find that room take it seriously enough to keep going back.
Put the deal column next to the subscriber column as well. The Dr. John Delony Show has 93 deals across three brands, and Jenna & Miguel have 43 across three on 30,400 subscribers, so audience size is not what decides who gets booked again here. Our list of the brands that sponsor the most creators on YouTube shows how far the biggest spenders go before they stop rebooking.
Who says so: our own count of recorded paid YouTube deals, pulled 12 August 2026. Subscriber counts are the most recent figure we hold and move over time.
If you want the names
Take a position where the repeat rate is already high before you take one where the noise is, count what a health channel has been paid before you agree a price with it, and treat your own 62 percent as the scoreboard rather than the reach number on a media kit.
Let us know if you would like an influencer analysis of which ones would work well in this niche...
We find the channels, check what they have already been paid to say and by whom, agree the rate, and keep the claims inside what your product can support so a campaign does not turn into a compliance problem six months later. If you sell sleep and want to know who in the quiet rooms is reachable this quarter, that is the conversation to have.