viewers say it’s important that YouTube feature people who are genuine, authentic, or relatable.

Google/Magid Advisors, Global (U.S., CA, BR, U.K., DE, FR, JP, IN, KR, AU), “The Role of Digital Video in People’s Lives,” n=20,000, A18–64 general online population, Aug. 2018.

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say digital video helps them learn new things or reduce stress.

August 2018 Google/Magid Advisors

people feel empowered, motivated, or confident after learning something new from a YouTube video.

August 2018 Google/Magid Advisors
80

of people say they typically switch between online search and video when researching products to buy.

August 2018 Google/Magid Advisors

Nearly 2/3 of shoppers say online video has given them ideas and inspiration for their purchase.

July 2018 Google/Ipsos

More than 55% of shoppers say they used online video while actually shopping in a store.

July 2018 Google/Ipsos

of shoppers say they use online video while shopping in-store.

July 2018 Google/Ipsos