Observed Signal · Jul 8, 2026 · Research Release · Source: Hello Partner · Impact: 3/5 · Sentiment: Positive
LLM & Creator Content Influence Market: YouTube Creator Content in Over 25% of LLM Answers
Research published by digital marketing agency Jellyfish (part of Brandtech Group) analysed more than 27 million AI model responses across seven LLMs and found YouTube creator content appears in over one in four AI-generated answers across tracked categories — and approaches one in two for high-intent sectors. Instagram and TikTok content are also rising in influence. Jellyfish expanded its Share of Model platform with new Creator Intelligence tools and reports that highly visible content for AI search tends to come from niche experts producing structured, information-rich videos rather than celebrity influencers. Jellyfish executives say many AI results now surface independent creator content more often than brand-owned content, citing FMCG results where nine out of ten YouTube videos appearing in AI results were from independent creators.
Findings indicate creator content is a growing signal in LLM outputs, affecting how brands and agencies should approach creator partnerships and AI-discovery strategies — notable but not a platform-level policy or technical change.
Wichtigste Kernpunkte & Evidenz
- Jellyfish analysed more than 27 million AI model response data points across seven LLMs.
- YouTube creator content appears in more than 25% of AI-generated answers across tracked categories, rising to almost 50% in high-intent sectors.
- Jellyfish is part of the Brandtech Group and expanded its Share of Model platform with Creator Intelligence tools.
- In the FMCG category, nine out of ten YouTube videos appearing in AI results were from independent creators, not brands.
- The article references IAB UK research showing 84% of UK brands and agencies expected to work with more creators in 2026, and Edelman (2025) research finding 60% of consumers trust creators more than brands.
Verknüpfte Unternehmen
4 verknüpfte UnternehmenJellyfish
Jellyfish ist eine globale Digital-Marketing-Agentur, die integrierte Media-Dienstleistungen mit proprietären KI- und Analytics-Plattformen für Enterprise-Marken verbindet.
“New research from digital marketing agency Jellyfish shows that YouTube creator content is increasingly popping up in LLMs....”
Edelman
Globale Kommunikationsberatung für PR, Reputationsmanagement und datengestützte Trust Intelligence.
“with 2025 Edelman research finding that 60% of consumers now trust what creators say about a brand more than “what the brand says about itse...”
IAB UK
Der britische Branchenverband für digitale Werbung, der Standards setzt, Marktforschung betreibt und das gesamte digitale Werbe-Ökosystem vernetzt.
“Indeed, earlier this year, IAB UK shared research showing that[84%] of UK brands and agencies expected to work with more creators in 2026......”
Brandtech
Eine Marketing-Service-Gruppe, die Agenturdienstleistungen mit hochentwickelter KI-Software verbindet.
“The company, part of the Brandtech Group, analysed more than 27 million AI model response data points across 7 LLMs and surfaced that YouTub...”
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