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.
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.
