- Report
- Behavioral
- Report
- Behavioral
North America
Celebrities and Influencers Report
Most Gen Z and Millennials trust online influencers and content creators in 2026, but that trust is shifting away from the biggest names. Most (58%) 13-39-year-olds say they trust online creators and influencers, up from 39% in 2022, and 73% now trust smaller content creators more than big influencers. Influencer fatigue is still happening: 62% are tired of seeing the same big names everywhere. Even so, influencer marketing still drives real purchases—61% of young consumers have bought a product an online celebrity recommended, and creator-endorsed products like a $25 skincare balm or a no-name pressure washer have turned into multimillion-dollar hits.
In YPulse’s 2026 Celebrities and Influencers Report, we dive into how trust in online creators is shifting away from mega-influencers and toward smaller, niche voices, why the word “influencer” still edges out “content creator” despite all the baggage, how far creator recommendations actually reach beyond a sale, and what kind of brand content—humor, tutorials, or straight-up reviews—young people actually want to see.
Download the full report for further insights
- How trust in public figures is shifting: YouTubers remain the most trusted online figures, but video gamers and streamers made the biggest jump of the year, climbing from sixth place to third
- Why nano-creator fatigue is reshaping who young people trust—and what it means that most have bought something an online celebrity recommended, from a $25 skincare balm to a cordless pressure washer that outsold it all
- Which content styles—how-to videos, product reviews, and comedy—are winning young consumers’ attention, and how POC, LGBTQ+, and college student audiences differ in who they follow and trust
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Report length: 19 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded May 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in May 2026.
Additional content for Pro users:
The full public figures trust list (including TV stars, religious figures, news anchors, and politicians), which term young people use most to describe someone who posts brand content online, the full list of reasons they would—or wouldn’t—want to be an online celebrity themselves, their views on celebrities weighing in on political and social issues, and the complete list of purchases and behaviors influenced by online celebrities.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, Parent, Household Income, Political Leanings, and Follows a Celebrity Online.