The YouTube Effect trend report explores just how influential YouTube is in shaping culture, community, and content discovery for Gen Z and Millennials (and even Gen Alpha). Let’s just say: these gens can’t picture live without YouTube! It’s their influencer for just about everything in their lives—they use it to discover new music, find the latest trending TV shows, watch gaming streams, and even get financial advice. This report breaks down how Gen Z engages across the platform through Shorts, long-form video, livestreams, and more— and why YouTube stands apart from other platforms, giving brands an insider look into Gen Z’s love of YouTube.
Report Length: 51 pages, North America report is based on surveys conducted among 1500 13-39-year-olds in the U.S. and Canada in 2025 and 2026. Western Europe report is based on surveys conducted among 2,500 13-39-year-olds in the U.K., France, Germany, Spain, and Italy in 2025 and 2026.
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10 Trends to Know 2026 Trend Report
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