YouGov
Market research and consumer insights platform built on a proprietary panel.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- YouGov plc
- Entity type
- COMPANY
- Founded
- 2000
- Headquarters
- 50 Featherstone Street, London EC1Y 8RT
- Company size
- 1,001–5,000
- Market role
- Data Provider / Broker
- Ticker
- YOU
- Official website
- yougov.com
What YouGov does
YouGov operates a hybrid research and data platform model. It builds proprietary first-party consumer data through its panel, packages that data into syndicated and continuous insight products, and monetises access via subscriptions, usage-based survey spend, enterprise licensing, and managed research engagements. Value is created by combining panel recruitment, profiling, rapid fieldwork, analytics software, and research services into one integrated commercial stack.
Category differentiation
YouGov is a market research, consumer panel, and analytics company, not a DSP, ad network, or social media platform. It competes more directly with research groups such as Ipsos, Kantar, Nielsen, and GfK than with advertising technology vendors.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
YouGov is a UK-headquartered market research, analytics, and consumer panel company serving brands, marketers, agencies, retailers, and insights teams. Its business combines self-serve survey software, subscription-based analytics products, syndicated data assets, and managed custom research built on top of a large proprietary panel of registered members. The company makes money through a hybrid mix of recurring subscriptions, data access and licensing, usage-based survey pricing, and project-based research fees. Its customers use YouGov for brand tracking, audience profiling, shopper and media insights, ad testing, and bespoke research, while YouGov Crunch provides dashboarding and data exploration across these datasets.
Company news briefing
Briefing updated:
YouGov’s market research data continues to inform critical public discourse across Europe, with recent surveys highlighting widespread consumer skepticism regarding major tech influence, the reliability of AI chatbots as news sources, and public debate surrounding digital child protection policies. Building on this role in shaping regulatory dialogue, YouGov data has underscored German public support for higher minimum ages on social platforms, while a joint representative survey with Macromedia University revealed that German adults remain divided on identity verification methods under the proposed EU KIDS Act.
Business model & monetisation
YouGov monetises through a hybrid commercial model combining SaaS subscriptions, data licensing, and project-based research fees. Self-serve survey products are priced on a usage basis, including per-response and platform-related charges. Continuous products such as BrandIndex, Shopper Intelligence, Audience Intelligence, and Crunch are sold on subscription or enterprise-access terms. Managed offerings such as serviced surveys, ad testing, and custom research generate fee-based revenue tied to scope, sample, methodology, and delivery requirements.
- Syndicated analytics and tracking products
- Subscription access to ongoing dashboards and datasets
- Custom research and serviced surveys
- Project-based managed service fees
- Self-serve surveys
- Usage-based pricing per response and platform fees
- Enterprise data access and licensing
- Licensed access to panel-derived datasets and integrations
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
YouGov
IAB vendor record: 726
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 5, 7, 8, 9, 10
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 3
Products & market categories
Competitors & alternatives
- Statista
Subscription market intelligence and statistics platform for business research.
- RIWI
Market research platform for global sampling, measurement and syndicated insights.
- IDC
Technology market intelligence, data, benchmarking and advisory provider.
- YipitData
Alternative-data market intelligence for investors, brands and retailers.
- GWI
Consumer insights platform built on proprietary global survey data.
Side-by-side comparisons
Subsidiaries & acquisitions
- Rezonence
Interactive adtech turning content access into measurable engagement.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Making OOH advertising accessible benefits all brands
Accessibility in OOH Advertising · Recorded impact score: 2/5
This article discusses the importance of accessibility in Out-of-Home (OOH) advertising, highlighting that inclusive creative can reach wider audiences and improve brand perception. It cites research showing that many Britons notice OOH ads frequently, and that a significant portion take action after seeing them. The author, Jonathan Hassell, emphasizes that ignoring accessibility risks excluding disabled, neurodivergent, and older consumers who have substantial spending power. Key recommendations include using high contrast colors and clear typography, being mindful of photosensitive triggers like certain colors or patterns, and adding closed captions to video ads. The article also showcases examples like Bupa's Paralympic campaign and HSBC's mural project that successfully implemented accessible features. Overall, accessibility is framed not just as a compliance issue but as a creative and business opportunity to broaden reach and strengthen brand loyalty.
- 34% of Britons notice OOH advertising several times a week, and 28% notice it at least once a day.
- 21% of UK respondents have researched a product after seeing an OOH ad, and 19% discussed the brand.
Uber Eats, Wolt, Flink, Lieferando dominate German quick commerce
Quick Commerce · Recorded impact score: 2/5
A YouGov study reveals that 37% of German consumers use quick commerce services for groceries and daily goods, with usage highest among younger demographics. Flink's brand awareness has doubled since 2021 to 36.5%, surpassing Wolt (33.7%) but trailing Uber Eats (50.4%). In terms of purchase consideration, Lieferando leads at around 20%, followed by Uber Eats (6.9%) and Flink (6.5%), while Wolt trails at 3%. The study highlights the growing importance of quick commerce as a regular part of digital shopping in Germany.
- 37% of German consumers use quick commerce services at least occasionally.
- Flink's brand awareness doubled from 18.1% in 2021 to 36.5% in 2026.
KIDS Act: Young Germans Prefer Age Verification Without Names
Privacy · Recorded impact score: 3/5
A representative survey by YouGov and the Macromedia University of Applied Sciences reveals that German adults are divided on how to verify identity on social media in the context of the proposed EU KIDS Act. Nearly half (49.6%) consider additional verification beyond standard account registration appropriate. Preferred methods include verified identity with pseudonym (16.2%), age verification without real name (15.4%), and mandatory real names (14.0%). Younger adults (18-34) are more likely to favor age verification without real names (17.4%) than a real-name requirement (6.3%), while those over 55 prefer real names (17.8%). The survey also indicates that support for verification varies by service type, with highest approval for financial services (75.3%) and online gambling (61.6%), and lower for general internet use (28.6%).
- 49.6% of German adults support additional identity verification for social media.
- 16.2% prefer verified identity with pseudonym, 15.4% age verification without real name, 14.0% real-name requirement.
Shoppers burned by bad AI recommendations, survey finds
Consumer Trends · Recorded impact score: 2/5
A SmartCustomer survey of nearly 1,200 US consumers reveals that while 89% don't fully trust AI recommendations, 76% have used AI to make purchases in the past year, and a third made regrettable purchases based on AI advice. Electronics, apparel, and footwear dominate these poor choices. The survey also indicates that 98% believe AI companies hold responsibility for validating sources and legitimacy, and 53% suspect companies of manipulating AI recommendations with false information. Additional findings show gender and generational divides in AI shopping adoption, with men shopping via AI more than women, and Gen Z being more hesitant. Other surveys by YouGov, RTB House, and Gartner corroborate trust issues and consumer preference for human oversight in AI-assisted commerce.
- 76% of consumers have used AI to make purchases in the past year, despite 89% lacking full trust in AI recommendations.
- A third of survey respondents (33%) made a regrettable purchase based on an AI recommendation, with electronics, apparel, and footwear accounting for most bad purchases.
Iberogast's Big Screen YouTube Strategy Boosts Reach by 17 Points
CTV, Media Planning · Recorded impact score: 3/5
At the YouTube Festival 2026, Bayer's Consumer Health brand Iberogast presented a case study on shifting TV budget to YouTube to reach younger audiences. Facing an awareness gap among 25-44 year-olds, Bayer used Google's DV360 Reach Planner to model an integrated cross-media plan. The recommendation was to shift 30% of the TV budget to YouTube, targeting Connected TV (Big Screen) with non-skippable ads. The campaign achieved a net reach of 67%, 17 percentage points higher than a pure TV campaign, exactly as predicted. Brand Lift data showed a 41% increase in ad recall and a 7% increase in purchase intent. This pilot has become the new standard for Bayer Consumer Health, which now orchestrates a holistic Big Screen strategy across its brand portfolio, planning linear TV and YouTube together.
- Bayer shifted 30% of Iberogast's TV budget to YouTube as recommended by Google's DV360 Reach Planner.
- The campaign reached 67% net reach in target audience, 17 percentage points higher than a TV-only campaign.
Explore company relationships
Questions about YouGov
What is YouGov?
YouGov is a market research and analytics company that uses a proprietary consumer panel to deliver surveys, brand tracking, audience intelligence, shopper insights, and custom research.
Who uses YouGov?
YouGov is used by brand, marketing, insights, product, communications, agency, retailer, and FMCG teams that need consumer data, benchmarking, and research support.
How does YouGov make money?
YouGov makes money from subscriptions to analytics and syndicated data products, usage-based self-serve surveys, enterprise data access, and project fees for managed research services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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