Our fourth annual Path to Purchase survey examines how consumers discover, research, and purchase products across 10 categories, and how traditional and digital media and online and physical channels shape consumer behavior.

Younger generations lead many digital behaviors, but the picture shifts by activity. Social media restrictions, changing video habits, ecommerce maturity, and AI adoption are reshaping how marketers reach each generation.

YouTube is converging social media, streaming TV, digital audio, and product discovery in one platform. But how audiences use it depends on who is watching.​

Asia-Pacific remains the world's largest subscription OTT market by viewers, but countries are divided into three camps: emerging markets, developed ones still building audiences, and mature ones focused on profitability and content quality.

Episodic tools extend its CTV play, giving marketers more creator-led inventory for living rooms.

Venmo's interactive storytelling may outlast passive views, but costly production makes conversion critical.

Bite-sized news could attract younger audiences while creating fresh ad inventory, including local placements.

Millennials are entering their peak earning years with deep digital fluency, but adulthood is changing their habits. AI is becoming a practical tool, digital fatigue is reshaping social media use, and family life is influencing media and shopping.

Microdramas draw more advertisers as ad activity rises 132%: The format gives brands repeat exposure and opportunities to integrate into storylines.

Wellness Shorts average 116% viewed: Repeat viewing makes instructional content a strong format for building trust and product consideration.

Microdramas have moved from a Chinese app phenomenon to a mainstream US media habit. This FAQ covers what microdramas are, how big the market is, and where the advertising opportunities sit in 2026.

Audio and video options can extend sessions and ad inventory, but a TikTok-like feel could weaken its appeal.

Short-form video is where social platforms are concentrating their ad innovation in 2026. Instagram is monetizing the moment after a Reel ends, YouTube Shorts earned the industry's first short-form measurement accreditation, and episodic formats are turning casual scrolling into appointment viewing. This FAQ covers the formats, inventory growth, and creative practices shaping short-form video advertising.

YouTube views rise but attention declines: Discovery isn’t turning into deeper engagement, making retention and conversions more valuable than reach.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

Apple builds IP for mobile feeds: Its telenovela format blends regional relevance, recognizable talent, owned distribution, and performance data.

Albertsons is partnering with Procter & Gamble on "Rico's Tacos," a micro-drama series that marks a strategic shift in retail media from traditional item-and-price advertising to upper-funnel content marketing.

YouTube has evolved into a sprawling advertising ecosystem that spans premium video, social, commerce, and AI. Its scale creates new opportunities, but marketers must navigate growing complexity to unlock better business outcomes.

Netflix adds more short-form video offerings: New publisher deals could fill in content gaps and help it compete for daily attention beyond binge viewing.

This FAQ covers YouTube advertising's scale, formats, and strategy considerations for 2026.