Appinio vs Toluna

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.

Toluna brings AI-native research to every team with Toluna Bina

Toluna has launched Toluna Bina, an AI-native research platform, and announced Nathalie Perrio-Combeaux as sole CEO of Toluna France.

Toluna brings AI-native research to every team with Toluna Bina

Toluna today unveiled Toluna Bina: an AI-native, always-on research platform, announced on October 1, 2026.

Toluna Elevates Leaders Across Europe to Power its Next Chapter of Growth

Toluna announced the elevation of leaders across Europe to support its next phase of growth, as part of its ongoing executive leadership expansion.