YouGov: Gen Z now discovers products via influencers at 41%, TV at just 19%

August 26, 2026 · cossaru

Forty-one percent of Gen Z consumers now discover new products through social media influencers or bloggers, according to YouGov Profiles data collected between June 2025 and June 2026. That figure sits almost level with search engines at 42% and ahead of product reviews on websites, blogs or social media at 37%. Across the full US adult population influencers rank ninth as a discovery route at 27%, trailing recommendations from friends, family or colleagues at 51%, retail browsing at 44% and search at 42%. MrBeast posts the highest positive rating among influencers measured, at 34%, with Marie Kondo at 32% and Markiplier, Zach King and Kylie Kelce tied at 27%.

Campaigns weighted toward TV or radio commercials reach just 19% of Gen Z through that channel, against 41% reached via influencers, and the ratio flips almost exactly for Baby Boomers+, who cite TV or radio at 41% and influencers at just 13%. Brands with heavy creator investment show the effect in consideration scores: CeraVe reaches 43% consideration among Gen Z who discover products through influencers, versus 37% among Gen Z overall, and e.l.f. Cosmetics shows a similar gap at 28% versus 21%. Budget splits between TV and social, and the audiences each channel actually delivers, become a direct input into where discovery dollars land next.