The way we consume video is changing faster than ever, and creators are at the heart of this transformation. New research from Kantar highlights the pivotal role creators play across every stage of the viewer journey. From watching and scrolling to shopping and searching. This isn’t just about entertainment; it’s about influence, intent, and measurable action.
YouTube, in particular, emerges as the dominant platform shaping the future of video consumption. Viewers in the United States report that YouTube is the service they anticipate using most frequently over the next five years. This insight underscores the platform’s unique position. It’s not simply a place to watch videos, but a holistic ecosystem where engagement, discovery, and commerce converge.
Creators as the new gatekeepers
Creators have evolved far beyond being content producers, they are now central drivers of viewer behaviour. The research illustrates that audiences increasingly rely on creators to inform choices, inspire ideas, and guide decisions. From tutorials and product reviews to lifestyle and entertainment content, creators serve as both educators and influencers, bridging the gap between curiosity and action.
This is significant for brands and marketers. Unlike traditional TV or static social media posts, YouTube allows for a continuous view of audience engagement. A user who starts by watching a how-to video may then move on to research products and ultimately make a purchase — all within a single platform. The combination of creator influence and longitudinal tracking offers advertisers a rare opportunity to observe consumer intent in action.
The future of video consumption
Traditional forms of content consumption — linear TV, scheduled programming — are increasingly giving way to on-demand experiences where viewers dictate both what they consume and when. YouTube’s recommendation algorithms, paired with creator-driven content, create a dynamic, personalised viewing experience that keeps audiences engaged longer and more meaningfully.
Indeed, creators provide context, trust, and relatability. A single influencer’s recommendation can carry more weight than traditional advertising because audiences perceive them as authentic and relatable. In a crowded digital landscape, this human connection is invaluable.
From discovery to purchase: The intent journey
What makes YouTube particularly unique is its ability to integrate discovery, research, and purchase behaviour in a single ecosystem. This contrasts sharply with other platforms, where the path from inspiration to action is fragmented. When a viewer engages with a creator on YouTube, the platform captures signals across every stage of the journey.
This data is not just valuable for advertisers, it also informs creators. Understanding which content drives learning, engagement, and conversion allows creators to refine their approach, tailor their messaging, and increase their impact. It’s a feedback loop that benefits creators, viewers, and brands alike.
The creator economy: A strategic advantage
The rise of creators as cultural and commercial touchpoints signals a broader shift in media consumption. Platforms like YouTube are no longer just video hosts, they are ecosystems where content, commerce, and community intersect. Brands that recognise this shift can leverage creator partnerships to influence audiences in more organic and measurable ways.
Creators also humanise the platform. They provide narrative, personality, and relatability in ways that algorithms alone cannot. In doing so, they turn YouTube from a passive viewing platform into an active engagement space where viewers feel seen, informed, and inspired to act.
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