(either a product I saw in an ad or in the actual program)

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Presentation transcript:

(either a product I saw in an ad or in the actual program) Given Its Greater Emotional Engagement, It’s No Surprise That TV Is More Likely To Motivate Purchase Than Original YouTube Content Among YouTube Enthusiasts YouTube Enthusiasts are 51% more likely to purchase a product that’s been shown or featured on ad-supported TV than they are to purchase a product featured in a video by their favorite YouTube personality 56% 37% of YouTube Enthusiasts have purchased a product they saw while watching a TV program (either a product I saw in an ad or in the actual program) of YouTube Enthusiasts have purchased a product that their favorite YouTube personality has shown / featured during a video Source: VAB / Research Now “Program Engagement” Survey, April 2018. TV: Q10: Which of the following statements are true for you? YouTube: Q19: Again, keeping your favorite YouTube personalities in mind, which of the following statements do you believe are true for you? Check any that apply. Base: YouTube Enthusiasts = Respondents who watch original YouTube content 2x or more per month (375). 1