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Video has been an increasingly integral part of marketing. As video has expanded beyond the TV screen, what people choose to watch and why they watch continues to evolve. Now, we’re entering a new era in which creator-led culture and AI-powered solutions are reshaping the consumer journey and the opportunities that video and YouTube pose for brands.
YouTube partnered with Kantar on a new deep-dive report, The Intent Advantage, that explores the role video plays in the customer journey, how YouTube fits into that landscape, and how marketers can make the most of it.
Why people watch now
While video has long been synonymous with entertainment, it has become an essential part of consumers’ daily lives. Audiences vastly prefer video to text and audio, whether that’s to relax (67%), learn (63%), be inspired (63%) or be entertained (80%).1
Video plays an outsized role in one of the most important phases of the consumer journey: discovery. It’s the primary way consumers learn about new products and services.2 That dynamic is amplified on YouTube, with 87% of surveyed viewers saying YouTube introduces them to new things they would not have discovered on their own, outperforming other online platforms.3
Beyond making new discoveries, YouTube has risen to the top as a destination for purposeful viewing, with surveyed viewers in the U.S. saying that YouTube is a space for high-intent viewing, including going deeper on a topic they care about (90%), exploring their passions and interests (88%), and learning and growing (87%), placing YouTube No. 1 among other online platforms.4 People are turning to YouTube creators for expertise they can trust, with 78% of surveyed viewers and 89% of Gen Z in the U.S. saying that they intentionally seek out videos from specific creators they enjoy on YouTube.5
Creators are at the core of the modern video diet.
This range of use cases for video reflects a spectrum of powerful, distinct intents. By defying the conventional wisdom that video is primarily an awareness-driving medium, brands can unlock the potential of video across the full consumer journey, from discovery to decision. On YouTube, marketers can make the most of this reality by boosting decision-driving content from creators like explainers, how-tos, and reviews with paid media. AI-powered ad solutions like Demand Gen decode those signals of intent to deliver the most relevant creative and drive conversions.
Creators are forming communities and shaping culture
The report shows that creators are at the core of the modern video diet. We found that 73% of Gen Z viewers prefer watching content from their favorite creators over studio-produced shows or movies.6 Beyond entertainment, creators’ ability to make content that satisfies viewers’ intent distinguishes them from creators elsewhere. This is why surveyed viewers ranked YouTube as the No. 1 preferred platform for watching creator content.7
YouTube creators offer something viewers value even more: community. Through careful cultivation, sometimes over years, creators turn their loyal fanbases into vibrant communities that 79% of Gen Z viewers say give them a sense of belonging. That sense of connection is also shaping viewing behaviors, with 80% of viewers returning to the same creators on YouTube again and again.8
Together, creators and their communities become a major force in culture. For example, 89% of U.S. viewers say that YouTube has creators that specialize in niche and specific topics and is the No. 1 platform for watching sports highlights, snippets or creator recaps.9 YouTube is giving viewers more of what they love to watch, all in one place. By sponsoring and partnering with YouTube creators, marketers can bring their brands into the communities, cultural moments, and conversations that play out on YouTube to create relevance and desire at scale.
Creator-led video is essential to how consumers make decisions
The study also revealed how creators, beyond their role in reinventing entertainment, are reshaping how consumers make decisions. While creators offering recommendations on what to buy isn’t limited to one platform, the study points to a key factor that helps drive action: trust. In fact, 77% of Gen Z say that creators on YouTube make trustworthy content about products, brands, or services.10
Surveyed viewers ranked YouTube as the No. 1 preferred platform for watching creator content.
By fostering an ecosystem of highly trusted creators, YouTube has become a premier destination for shoppers across their journeys. That trust has given YouTube a unique place in consumer decision-making. According to the study, viewers ranked YouTube as the No. 1 video platform when they want to research, vet, or make a decision about a brand, product, or service that they want to buy, outperforming other online video platforms. Whether they’re making a quick or complex decision, viewers ranked YouTube No. 1 for both.11
For marketers, this means YouTube is a way to both build their brand and drive performance. Brands like Coach have embraced YouTube as a way to build relevance with new audiences and real connections that have been transformative for their business.
YouTube embodies this new era of video
YouTube doesn’t just reflect changes in what, how, and who people love to watch. It drives them. Because it’s a hub for creator-led entertainment and commerce, YouTube brings together the entire customer journey, all in one place. And the scale of the platform means that’s an evergreen opportunity for reaching and converting new customers. We’re in a new era of video, and no marketer’s video strategy is complete without YouTube at its core.
Looking to dig deeper? Take these three steps:
- Download the full report to get more insights.
- Get to know who and what your audience is watching with Insights Finder.
- Put the new Creator Marketing playbook into action and start collaborating with YouTube creators.
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