Turning Attention into Performance: Lessons from 13,000 Shoppers

By Rod Paolucci, Global Head of Marketing, Channel Factory

Across every market, people are now discovering products, evaluating options, and acting far faster than marketers expect.

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The latest findings from our YouTube Effect study, which analysed how more than 13,000 global consumers make purchase decisions, confirm this shift clearly. While the research was conducted during peak shopping periods, the behaviours it reveals now define how people discover and buy products year-round.

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Nearly half of consumers (46%) say they have purchased a product they discovered on YouTube. Of those, the vast majority (90%) complete that purchase within two weeks, and many do so within days. Younger consumers move even faster and are twice as likely to purchase immediately. Across categories, average spend sits at around 260 dollars per purchase, proving that YouTube is influencing considered, high-value decisions.

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 For marketers planning for the year ahead, these signals matter. They show how attention, trust, and contextual relevance shape outcomes and how brands can use these patterns to design strategies for the year ahead.

YouTube behaviour mirrors the modern purchase journey

What stands out in the research is how seamlessly people move through discovery, evaluation, and decision-making. A single viewing session on YouTube can introduce a new product, surface reviews, inspire comparison, and build the confidence needed to act.

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People no longer separate discovery from consideration. They blend the two instinctively, guided by creators they trust, formats they enjoy, and contexts that feel relevant.

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This behaviour has created what is effectively a full-funnel ecosystem. People look for ideas across home, lifestyle, fashion, travel, tech, and entertainment. They compare prices, weigh up alternatives, and check whether products match their needs. They watch ads intentionally, and they treat YouTube as a trusted advisor.

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For marketers, this means that YouTube has become a platform where the entire journey can take place.

Speed has become the new performance driver

One of the most important lessons from the research is the pace at which people are willing to move. Among consumers who go on to purchase, 14% buy immediately and more than half (54%) convert within the first week.

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For 2026 planners, campaigns must therefore be designed for a world where attention can turn into action quickly as long as the creative feels relevant and the context feels credible. When people have the information they need, supported by trusted creators, there is little reason for them to wait.

Trust is still the deciding factor

Although speed has increased, the underlying mechanism has not changed. People buy when they feel confident. YouTube remains one of the most trusted digital environments for product recommendations, second only to personal word of mouth. That trust comes from the creators who shape culture, the communities people return to, and the consistency of the content they actively choose to view.

This is why context matters so much. The research shows a clear link between credibility, relevance, and conversion. When brands appear in suitable environments, attention rises naturally, and purchase intent follows. Suitability is a performance driver that influences how quickly people move through the journey.

Creative and context work together

Although short-form content is one of the fastest-growing catalysts for purchase, the research reveals a more layered picture. Short-form often sparks the initial interest, but long-form helps people build conviction. Viewers move between formats to validate what they have seen. A quick inspiration moment may come from a short, but the confidence to buy often comes from longer creator reviews, commentary, or demonstrations.

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This interplay between short and long form is central for 2026 strategies. It shows that performance comes from understanding not just which formats convert, but how they work together. Creative sequencing, contextual placement, and cross-format consistency are becoming essential ingredients for meaningful results.

What marketers should take into 2026 planning

The year ahead will be shaped by consumers who expect relevance, trust, and speed. The brands that succeed will do three things consistently:

• They will create opportunities for early discovery by appearing where audiences are already exploring new ideas
• They will build credibility by aligning creative and context intentionally
• They will reduce friction in the moments when people are ready to act

The research shows that people are looking for the right ads in the right places. They reward content that fits the moment, respects their attention, and adds value to their journey. They are open to inspiration, but only when it comes from spaces that match their interests and intent.

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Although the study captured peak shopping moments, the behaviours it uncovered are structural, not seasonal. They reflect a permanent shift in how people use YouTube to navigate everyday choices. The same patterns apply to new-year fitness, back-to-school preparation, big-ticket purchases, lifestyle upgrades, and countless micro-moments in between. For marketers planning their 2026 strategies, treating YouTube as a full funnel engine will be essential to driving performance.

To dive deeper into the findings and explore how Channel Factory can help you build performance grounded in suitability and context, download the full YouTube Effect report.