YouTube Usage and Purchase Consideration: Research Data
Reference figures from GP Inc.’s survey of 7,704 respondents on YouTube usage, attention to advertising, contextual relevance and purchase consideration.
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Category: Trends and Research
First-party data, benchmarks and quarterly trend reports from FreakOut campaigns in Asia.
Football Content on YouTube: A Five-Market Study in Asia
Category mix, engagement rates, chart tenure and comment analysis for local-language football videos trending across five Asian markets, 11 June to 17 July 2026.
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One Account, Several Viewers: What YouTube Sharing Does to Targeting
Around 40% of YouTube users share their account at home. In one campaign targeting business decision-makers, 70% of top placements were children’s programming.
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Contextual Ads Are Received 2.7x Better. Here’s the Data.
Among viewers who disliked or felt neutral about YouTube advertising, favourable impressions rose roughly 2.7 times when the ad was relevant to the video around it.
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The 3% Problem: Why View Rate and Attention Measure Different Things
A campaign can report a 40-50% view rate while only 3% of multitasking viewers actually watch the ad. Survey research across 7,704 respondents on why the two numbers diverge.
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How Much of a YouTube Shorts Buy Is Visible in the Placement Report?
A placement test on YouTube Shorts: 80% of affinity-targeted impressions came back grouped under “Other”, 60% under topic targeting, and about 1% when buying against a specified video list.
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Two Thirds of TikTok Users Like Ads That Fit Their Community
A survey of 874 TikTok users found 66.6% feel positively toward a brand when the ad fits the interest community they belong to, and 44.4% watch it through.
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Keyword Targeting vs Contextual Targeting on YouTube: 48% vs 87% On-Category Impressions
A matched test of keyword targeting against video-level contextual targeting. Same creative, same budget: 48% versus 87% of impressions landed in the intended content category.
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One in Four People Use YouTube to Decide What to Buy
A quarter of people consult YouTube while deciding what to buy, and it leads all online media for games, daily necessities and cosmetics. Why last-click reporting misses it.
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The Biggest YouTube Category Is the One Nobody Watches
Music reaches more YouTube viewers than any other category and holds the least attention. What the category data says about the trade-off between reach and being looked at.
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