Attest vs YouGov

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.

SMEs miss potential of AI agents

A YouGov survey commissioned by Alibaba.com and the German E-Commerce and Mail Order Association (bevh) reveals that a third of German SMEs struggle with administrative overload, with 40% citing order processing and customer service as time-intensive. More than half of SMEs with 10+ employees see potential to save at least 10% of routine operational tasks with AI agents. Younger decision-makers under 35 are leading adoption: over 62% already use agentic AI, and nearly a quarter invest in AI training. The article highlights Accio, Alibaba.com's agentic AI platform for B2B tasks, which helps with product ideas, market analysis, supplier comparison, and process automation. It also urges SMEs to pragmatically adopt AI agents to boost productivity, and promotes the CoCreate Pitch Europe startup competition, with European finals in London on November 19-20, where applications are submitted via Accio.

• YouGov survey for Alibaba.com and bevh: ~1/3 of SMEs see administrative overload as a problem.
• 40% of SMEs cite order processing and customer service as particularly time-consuming.
• Over 50% of SMEs with 10+ employees see potential to save at least 10% of routine tasks via AI agents.

Black Friday: AI Helps Hunt for Deals

A new study by Yougov reveals that artificial intelligence is playing an increasingly important role in consumer shopping behavior during Black Friday, Cyber Monday, and other pre-Christmas sales events. The study highlights how consumers intend to use AI tools to identify genuine deals, verify discounts, and compare prices across retailers. Key questions consumers ask AI include whether a discount is real and what the product costs elsewhere. The findings suggest that AI is becoming a critical tool for deal-hunting, potentially reshaping how consumers approach seasonal sales and how retailers must optimize their marketing strategies to be visible in AI-driven search results.

• Yougov conducted a study on consumer AI usage during Black Friday and Cyber Monday.
• The study found that AI is becoming increasingly important for shopping during pre-Christmas sales.
• Consumers plan to use AI to identify genuine deals and verify discounts.

Week in Charts: AI Shopping, Ad Spend, UK TV

This week's charts cover AI-driven shopping adoption in Saudi Arabia and India, global ad spend forecasts for 2027, UK TV ad revenue concentration, and creator influence on US purchases. YouGov data shows over half of consumers in Saudi Arabia and India use AI for shopping versus lower rates in the US, UK, and Sweden. WARC forecasts global ad spend to grow 8.4% to $1.46 trillion in 2027, with social media, retail media, and search leading growth. Sky and ITV together captured nearly half of UK TV ad revenues in H1 2026. Additionally, stock movements include Publicis' rise ahead of Q3 results, Skydance's decline post-merger, Reuters' jump after print sale, Viant's eight percent gain, and Microsoft's gain on AI chip plans.

• YouGov survey: Over half of consumers in Saudi Arabia and India use AI for shopping, versus 18% in the US, 15% in the UK, and 14% in Sweden.
• WARC forecasts global ad spend to grow 8.4% YoY to $1.46 trillion in 2027, with social media (14.6%), retail media (10.8%), and search (8.8%) leading.
• Sky and ITV combined took 48% of UK TV ad revenues in H1 2026; Channel 4 and Channel 5 made up 22%.