[eMarketer] Creators will be the centerpiece of YouTube’s growth efforts

Creators are the lifeblood of YouTube, and it’s becoming increasingly clear that they have the power to move audiences to new features or formats, as well as sway purchase decisions.

Close to half (43%) of US consumers surveyed by Hub Research in December 2021 said they watch influencer videos on YouTube at least weekly, with that share rising to 52% among respondents ages 13 to 34.

More than two-thirds of US teens and adults could recall the names of specific brands highlighted in YouTube influencer videos, per Hub Research. Of those who could, 86% said they had purchased or considered purchasing a product endorsed by a YouTube influencer.

eMarketer posits that the more money creators can make, the more likely they are to stick around, opening up opportunities for brands to work with them. Shorts ads, dual livestream hosts, and more commerce tools are being rolled out with creators in mind. But YouTube has also released more direct monetization options for creators.

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