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We are entering a new era of marketing. An era where you can reach your audiences across every way they watch, capture more attention, accelerate decision-making, and drive results across the full journey.
This opportunity is rooted in key shifts in behavior — how people view video, what they view, and who they trust — as well as advancements in AI. And it’s all coming together on YouTube.
Let’s explore what’s behind this opportunity, and what it means for your business.
Reach that powers discovery
It begins with how people watch. Modern viewers are omnivores, consuming content across long form, short form, and everything in between, on every screen, from their phones to their TVs.
87% of viewers say YouTube introduces them to new things they wouldn’t have found on their own.
YouTube uniquely suits this new set of expectations, drawing massive audiences that move fluidly across the ways people watch. We have been been the No. 1 streaming platform for three years running,1 as well as the top platform for podcasts.2
While the last era of marketing emphasized mass reach alone, YouTube offers more chances for brands to be not only seen but discovered by new audiences. Audiences are coming here to find new things to love, with some 87% of viewers saying YouTube introduces them to new things they wouldn’t have found on their own.3
There’s no question about the power of short-form video to drive discovery, and YouTube Shorts are averaging more than 200 billion daily views.4 For marketers, that’s an opportunity to draw in audiences that aren’t on social media: 45% of YouTube Shorts users aren’t on TikTok, and 65% aren’t on Reels.5
Purposeful viewing that matches intent
Discovery is just one example of why people come to YouTube. Viewers come to YouTube with purpose. They go deep with creator content and they pay close attention, whether they’re looking to be entertained, make a decision, or feel like part of something bigger.
YouTube creators aren’t focused on breaking into a feed; they build content that matches viewers’ intent.
YouTube creators build content differently. They aren’t just focused on breaking into a feed; they build content that matches viewers’ intent. That kind of intent translates into close attention, with YouTube ranking No. 1 in attention compared with streaming, social, and linear TV.6
Creator voices are part of the entire consumer journey on YouTube, but they’ve completely transformed entertainment, becoming the biggest voices in culture, making must-see content across every format, including beautifully produced shows. When audiences want to watch their favorite creators, they turn to YouTube. Viewers rank us as their most preferred platform for creator content.7
By partnering with the creators who are reinventing entertainment, brands are reaching passionate audiences and driving powerful results.
Deep trust that drives decisions
To their fans, YouTube creators are stars. At the same time, they’re go-to advisors, with highly valued and trusted points of view.
When they want to decide what to buy, fans rely on trusted YouTube creators.
That comes from the fact that YouTube creators have built uniquely deep bonds with their communities, sometimes over years. Seventy-eight percent viewers say YouTube is the platform they trust the most.8
When they want to decide what to buy, fans rely on trusted YouTube creators. Viewers rank YouTube as the No. 1 platform they turn to when they want to research or make a decision about a brand, product, or service.9
For brands, YouTube creators turn attention into action. In addition to fueling discovery and matching intent, they accelerate decision-making by building buying confidence. With YouTube, businesses like Unilever are tapping into creator-led storytelling to drive “desire at scale.”
More relevance across the journey
On YouTube, the credibility of creators combines with the precision of AI to power an always-on cycle of discovery and decision-making.
Google’s best-in-class AI solutions like Demand Gen are solving for scale on YouTube, turning deep audience signals from across the Google ecosystem into more relevant YouTube campaigns that can create and capture demand, before someone would even think to search. With YouTube, brands are proving that brand building isn’t opposed to growth. It’s necessary to create demand.
AI powers an always-on cycle of discovery and decision-making.
Our AI solutions also enhance human-led creativity. For example, with AI-powered Asset Studio tools, you can create, edit, manage, and share your video assets all in one place, allowing you to build higher-performing ad creative with greater speed and efficiency.
The new YouTube Era of growth for brands
Today, you can achieve more through creator-led entertainment across every way people watch, with the help of AI.
We believe YouTube is creating more opportunities for brands in this new era — the YouTube Era. It’s where you can build long-term brand value, drive durable growth, and achieve unmatched results, including an 86% higher incremental long-term ROAS than paid social.10
We’re excited for you to join us in this new era as we explore it at upcoming moments like Brandcast and beyond.
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