Appinio vs Attest

YouTube Festival 2026: Insights on Creator Economy and AI ROI

YouTube's role in the customer journey and creator-led strategies were central at YouTube Festival 2026 and DMEXCO 2026. At the festival, YouTube’s 57 million monthly users in Germany and the rise of creators as 'new Hollywood' were highlighted, with 39% of German Shorts users not on TikTok or Instagram. The YouTube Shopping Affiliate Program launched in Germany, used by over one million creators globally. AI was presented as a tool to scale creativity, with Florian Völlmecke advocating for 'Human in the Asset.' At DMEXCO, E.ON's 'House of Power' exemplified creator-led storytelling, achieving a 2.4% lift in brand consideration and 85,000 extra searches. The unscripted show involved twelve participants and utilized YouTube Masthead, CTV, AI formats, and lead generation, with success measured via brand lift and search lift studies.

• YouTube has 57 million monthly users in Germany, reaching 80% of the population over 16; 39% of German Shorts users do not use TikTok or Instagram Reels.
• YouTube Shopping Affiliate Program launched in Germany; globally over one million creators use it, boosting sales volume 13-fold in two years.
• Google's Creative Lead Florian Völlmecke introduced 'Human in the Asset' AI concept at YouTube Festival 2026.

AI transforms Amazon customer journey, report shows

The Global Amazon Shopper Report 2026, by Remazing and Appinio, reveals that AI is increasingly integral to product search on Amazon. 84% of respondents shop online at least monthly, with 29% doing so weekly. While Amazon remains dominant (75% monthly usage), AI tools are used by 63% of shoppers outside Amazon for research and purchases. Amazon's AI assistant Rufus has seen awareness jump from 28% to 47% in a year, with 51% of users employing it for product comparisons. The report also notes that only 23% of shoppers recognize sponsored products as ads, and alternative marketplaces like Temu (59% purchase rate), Shein (55%), and TikTok Shop (growing from 12% to 31% buyer share) are gaining traction. These trends indicate a fragmented shopping landscape where brands must optimize for AI-driven discovery.

• 84% of shoppers buy online at least once a month; 29% weekly.
• 63% use AI tools outside Amazon for product research or direct purchase.
• Amazon's Rufus assistant awareness rose from 28% to 47% in one year.

Anime and Manga Market Reaches Billion Volume, Brands Underrepresented

A study by THE AMBITION, IKAI ZERO, and Appinio reveals that the anime and manga market in Germany generates an estimated annual consumer spending of 1.5 billion euros among 16-45 year olds. Nearly half of Gen Z and Millennials have consumed anime or manga in the past year, with 97% recognizing at least one title. Despite this large audience, brand presence is minimal, with the most recognized brand, Crunchyroll, only reaching 5% awareness. However, over 95% of active fans are open to brand engagement, and 91% view brands more favorably if they engage authentically. The study identifies eleven distinct communities within the anime/manga fandom, emphasizing the need for tailored marketing approaches.

• Anime and manga market in Germany has an estimated annual consumer spending of 1.5 billion euros among 16-45 year olds.
• Nearly half of Gen Z and Millennials have consumed anime or manga in the past 12 months.
• 97% of Gen Z and Millennials recognize at least one of 20 anime/manga titles.

How to reach over-50s audiences

A complete look at over-50s' daily media diet, drawn from Attest's 2026 media consumption report, mapping their time, attention and ad tolerance.

YouTube Tops Cable as Americans' Daily Video Habit

Attest’s 2026 Attention Economy Report and related industry data show YouTube has surpassed live television in weekday reach among U.S. adults and that creator-driven video (YouTube, TikTok, others) now commands more daily minutes than live TV plus major streaming services combined. The report finds 90% of Americans access YouTube on a typical weekday, average daily minutes on YouTube are nearly on-par with subscription streaming, and 23% primarily watch YouTube on their television sets. Demographic splits show heavier YouTube consumption among younger cohorts and men. The findings have implications for advertisers, programmers and device makers as viewing shifts toward on-demand, algorithm-driven creator content.

• Attest’s 2026 Attention Economy Report surveyed 1,000 U.S. adults and tracked five years of data, finding 90% of Americans access YouTube on a typical weekday.
• Average daily time: subscription streaming 1h49m, YouTube 1h46m, live television 1h31m.
• Americans spend an average of 3h54m per day with creator-driven video (YouTube, TikTok and other social video platforms), versus 3h20m combined on live TV and major streaming services.

What it really takes to trust your data

In consumer research, every decision rests on a single question: can you trust the data? At Attest, answering that question well is the whole job, and it has two halves people rarely discuss together.