How much does a UGC video cost in Spain in 2026? | UGC Study 2026

I’m Miguel, co-founder of HICARI, and this is the question brands ask us most before getting started with UGC: “sure, but… how much do you pay for a video?”.

And it’s not easy to answer, because most of what you find when searching on Google are very broad ranges pulled out of thin air (“between €50 and €500”) that aren’t useful for seriously budgeting anything. And although we’ve talked about the price of UGC in Spain many times, it was from our point of view.

So instead of giving yet another estimate, we drew on real data from the HICARI platform and the survey of brands we conducted for the I UGC Study Spain. This is what brands are really paying for a UGC video in Spain today.

Other summaries of the 2026 UGC Study:

• Brands rate UGC ‘7.3/10’ within their strategy

For a standard 30-second video (the most common length), the actual average price according to the HICARI creator level is:

• Standard: €90
• Pro: €125
• Premium: €160

This range corresponds to the creator’s level: the more experience, portfolio and results they have, the higher the price. And here’s the most interesting finding from the study: almost nobody differentiates between these levels when budgeting.

In the survey, we asked brands how much they pay on average for a UGC video. This is what they said:

• €100–€150: 67% of brands
• €50–€100: 19%
• More than €150: 14%

Two out of three brands place the “normal” price between €100 and €150. And notice that this range fits almost exactly with the actual price of a Pro creator (€125). In other words, the market has a fairly well-calibrated idea of the price—they’re not far off.

The problem isn’t that brands don’t know how much a UGC video is worth. The problem is that they don’t know that the price varies according to the creator’s level. Many are paying “Pro pricing” for needs that a Standard creator would fulfil just as well, or are cutting costs and then complaining about quality when a Premium creator would deliver exactly what they’re looking for.

Here, things vary depending on the size of the operation. Our data shows:

• Less than €300/month: 37% of brands
• €300–€1,000/month: 32%
• €1,000–€3,000/month: 22%
• More than €3,000/month: 5.5%

Almost three out of four brands operate below €1,000 per month. At the price of a Standard creator on the HICARI platform (€90), that amounts to buying between 3 and 10 videos per month—perfectly manageable even for an SME that simply wants to test the format without committing a large budget.

The price doesn’t depend solely on the creator’s level. Other factors that push the figure up include:

• Content length: a 60-second video costs more than a 15-second one
• Number of hooks or formats: if you need several versions of the same video (different opening hooks to test in ads, for example), the price increases
• Paid Media usage rights: using the video only on your own social channels isn’t the same as buying it with the rights to use it in paid campaigns
• Posting on the creator’s social channels: this is an extra that some brands use to give the content a push.

This last point is important, and many brands overlook it when budgeting: if you’re going to use UGC in ads, you need to negotiate those rights separately; the “organic posting” price isn’t enough.

UGC pricing in Spain is more mature and clearer than it may seem from the outside. There’s no need to reinvent the wheel or rely on random rates: with €90–€180 per video depending on the level, and knowing which factors drive the price up, any brand can budget for UGC with the same level of rigour as it budgets for any other content provider.

If you want to see the rest of the study’s data—performance, challenges, what brands look for in a creator and much more—here’s the complete report: