If I were his agent, I think the realistic approach would be to give him an average of the top WR (Julio Jones, $22M per year), top OT (Laremy Tunsil, $22M per), and top TE (Austin Hooper, $10.5M per) salaries. That equates to around $18M per year. Trying to shoot for top WR pay for him is too much of a stretch.
The market for TE's is going up though, unlike RB's that are staying stale if not lowering, because the TE has become the more Kittle-esque and is more needed in today's NFL to have a great TE rather than a great RB. Kittle isn't one of the best receivers, but you can argue his blocking is second to none.
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