More than 50,000 people have tuned in to watch the videos over the past year, with another 100,000 watching on YouTube. Insider Intelligence and eMarketer research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

Traditionally, YouTube accounts for a hefty chunk of digital video viewing. The platform will have 25.2 million monthly viewers in Canada this year, or 65.9% of the population, according to our estimates. More recently, however, OTT streaming services have been the ones driving digital video consumption.

“They will often discover the product on TikTok before searching for reviews on Google, all while looking at unboxing tutorials on YouTube.”. If brands don’t meet Gen Zers’ demands, they’ll happily go elsewhere. Given what we know about Gen Zers and their digital demands, it comes as no surprise that they’re much more likely to switch brands.

Google, Meta, Microsoft, and YouTube have responded against Russia by preventing state-owned channels from earning revenue or running ads on their services and de-ranking search results.

YouTube has a long history of allowing videos to include purchasing links, either embedded in the video itself or in the description. That familiarity among its users, combined with the fact that 82% of social network users said they watch YouTube, likely contributed to its third-place showing.

Notably, our social network video ad spending estimates exclude video ads that appear on YouTube or Twitch. Although both platforms have similar social network features, such as personal profiles, comments, or chat feeds, we classify YouTube and Twitch as digital video platforms.