"Digital video, and especially YouTube, is at the center of it all. It's no longer just passive entertainment - it's an active tool helping people problem-solve, discover and make confident purchase decisions."
"It's not just for entertainment any more. It's shaping how people learn, shop and decide. When creative hits that emotional mark, it predisposes people to buy - sometimes up to four times more than standard exposure."
"About 88% of Gen Z say YouTube has the most trusted creators - and 86% say the content those creators produce is the most trustworthy."
YouTube creators have transitioned from bedroom vloggers into professional studios that shape what people buy, watch and trust. Consumers move seamlessly through streaming, scrolling, searching and shopping, often simultaneously. Digital video, especially YouTube, functions as an active tool for problem-solving, discovery and confident purchase decisions. Video has shifted from a brand-awareness vehicle to an influential force across the marketing funnel, building emotional resonance that can increase purchase predisposition up to four times when creative connects. Kantar research shows 69% of US consumers prefer video for learning and 70% watch how-to videos before trying products. Creator trust is high among Gen Z, and brands are shifting media mixes from TV-heavy to streaming-first with YouTube impressions appearing on TV screens.
Read at The Drum
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