ConsumerTrends

2026

TheNewConsumer

→Launchedin2019bylongtimebusiness

journalistDanFrommer

→Exploringhowandwhypeoplespend

theirtimeandmoney

→Analysis,research,trends,and

advisory

→

CoefficientCapital

→Launchedin2018

→Leadingventureandgrowthstageinvestments

→Focusontransformationalconsumershifts

→Manage~$750millioninAUM→

CoefficientCapitalPortfolio

EXIT

Personalized

petnutrition

Next-generationrestaurantbrand

STARSHIP

Autonomous,roboticlast-miledelivery

EXIT

Cookingsolutionsforthenewconsumer

Hawthorne'

Personalizedmen’spersonalcare

IPO/EXIT

Globalplant-baseddairyleader

Low-carb

breakfastinnovator

EXIT

lenne

Innovativewellnessbrand

Clinical

nutritionalformulas

GORGlE

Functionalenergybeveragecompany

Science-backed

personalizednutrition

Healthy

Europeansnacking

NEW

Pantryfreshcatnutrition

NEW

Skincarebrandforthenextgeneration

Direct-to-patienthealthcare

Pastasauceforthemodernconsumer

NEW

Functionalcalmingbeveragecompany

ConsumerTrendsReport

→We’rebackwithalookat2026andbeyond,

includingnewdataonthecreatoreconomy,

GLP-1users,andlongevityhealthandwellness

→Welookforprofoundchangesintheconsumerlandscapeandwhatmattersmostfortheyearsahead

→Viewthelatestandourpreviousreports:

/trends

ConsumerTrendsSurvey

→AbigpartofourresearchisourproprietaryConsumerTrendsSurvey

→We’venowconducted14surveysof3,000+

USconsumers,mostrecentlyinNovember2025

→PoweredbyToluna,“deliveringreal-time

consumerinsightsatthespeedoftheon-

demandeconomy”

1

Headinginto2026,the‘new

consumer’pictureiscalmer.

Despitethechaosof2025,the

Americanconsumernever

stoppedspending,and

manysaythey’retradingup.

Holidaye-commercespendingsetnewrecordsandexceededexpectations

CyberWeek

$41.1b

+8.2%

BlackFriday

$11.8b

+9.1%

CyberMonday

$14.3b

+7.1%

Nov.1-Dec.2

$137.4b

+7.2%

AI’simpactonholidayshoppingisstillmodest,buttrafficfromAIassistantstoUSretailsitesgrew760%yearoveryearintheperiodfromNov.1toDec.1

Data:AdobeAnalytics(USonly).TrafficfromAIassistantsmeasuredbyshoppersclickingonlinks.

ConsumerTrendsLifeSatisfactionScore

Onascaleof0to10,howsatisfiedareyou

withlifeasawholethesedays?

Overall,November2025

Data:ConsumerTrendsSurvey,poweredby(n=3056)

Data:ConsumerTrendsSurvey,poweredby(n=3112,3273,3025,3585,3476,3452,3201,3056)Pre-2025waves

re-weightedto7/25generationalmixforamoreaccuratecomparison.

‘LifeSat’isholdingsteady

10

7.5

5

2.5

0

Onascaleof0to10,howsatisfiedareyou

withlifeasawholethesedays?

6.82

6.81

6.73

6.90

6.23

6.585.796.11

6/2211/226/2311/236/2412/247/2511/25

Data:ConsumerTrendsSurvey,poweredby(n=3056)

‘LifeSat’variesacrossconsumergroups

Onascaleof0to10,howsatisfiedareyou

withlifeasawholethesedays?

107.5 52.50

7.466.99

7.967.786.776.516.42

7.11

6.82

6.59

6.43

7.026.637.32

Data:ConsumerTrendsSurvey,poweredby(n=3025,3585,3476,3452,3201,3056)

RepublicansremainmoresatisfiedthanDemocratsintheTrump2.0era

MeanscorebyUSpoliticalpartyaffiliation:Onascaleof0to10,howsatisfiedareyouwithlifeasawholethesedays?

8

Republicans

7

Democrats

6

5

June2023November2023June2024December2024July2025November2025

Data:ConsumerTrendsSurvey,poweredby(n=3056)Notallresponsesshown.

Americansstillsayrisingpricesarethe

mostimportantproblemintheUS(byfar)

Percentageofresponses:WhatarethemostimportantproblemsintheUSrightnow?Choosethree.

Risingprices/inflationThehealthcaresystem

Housingaffordability/costofhousingGovernment/poorleadership

IllegalimmigrationGunviolence/violentcrime

Homelessness

Politicaldivide/culturewars Economicinequality/wealthgapMentalhealth/substanceabusecrises

42%

30%28%

27%

24%

24%

24%22%

19%19%

0%10%20%30%40%50%

Affordabilityisthetopconcernforall,

butespeciallyamongolderAmericansPercentageofresponses:Whatarethemostimportant

problemsintheUSrightnow?Choosethree.

Gen.ZandMillennialsGen.XandOlder

Risingprices/inflation

Housingaffordability/costofhousing

Gunviolence/violentcrime

HomelessnessThehealthcaresystemUnemployment

Government/poorleadershipEconomicinequality/wealthgap

Illegalimmigration

Mentalhealth/substanceabusecrises

31%

26%

24%

24%

23%

22%

21%

mm21%

20%

20%

29%

24%

24%

36%

14%

33%

18%

28%

17%

52%

0%25%50%0%25%50%75%

Data:ConsumerTrendsSurvey,poweredby(n=3056)

Evenwithinflationat~3%thisfall,

~halfstillthinkpricesareincreasing‘a(chǎn)lot’

Percentageofresponses:How,ifatall,havepricesfor

everydaygoodschangedoverthepastsixmonths?

Priceshaveincreasedalot

Priceshaveincreasedalittle

PricesremainthesamePriceshavedecreasedalittle

Priceshavedecreasedalot

46%

37%

Flatfromthistimelastyear

13%

3%

1%

0%10%20%30%40%50%60%70%80%

Whileconsumersstillfeelsqueezed,

wageshavemostlykeptupwithinflation

ChangeinUSConsumerPriceIndexandaveragehourly

earnings,cumulativesinceJanuary2021

25%

20%

15%

Cumulativeprices+23.5%

~1ptdifference

Cumulativewages+22.6%

10%

5%

Post-COVIDinflationspike

0%

1/215/219/211/225/229/221/235/239/231/245/249/241/255/259/25

Data:USBureauofLaborStatistics,viaFRED.Hourlywagesforallprivateemployees.

Data:ConsumerTrendsSurvey,poweredby(n=2977)Overthepastsixmonths,amongthosewhoshopineachcategory.

“Tradingup”describedasbuyingmorepremiumorexpensiveproductsorbrands.

Consumerssaythey’re‘tradingup’in

wellness,health,andlifestylecategories

TradingupSpendingaboutthesameTradingdownNet

Fitness/wellnessproducts

Energydrinks

FreshfruitsandvegetablesSupplements/vitamins

Petfood BeautyproductsFreshmeatorseafood

Clothing

Personalcareproducts AlcoholicbeveragesRestaurantmeals/diningoutSoda/carbonateddrinks

SnackfoodsPantrystaples

2

23

21%

18%

20%

17%

20%

16%

28%

3%

%

25%

25%

27%

26%

36%

46%

54

54%

55%

48%

62%

58%

62%

56%

61%

51%

%

64%

65%

67%

14%

17%

13%

13%

12%

21%

20%

24%

19%

22%

29%

21%

24%

24%

0%10%20%30%40%50%60%70%80%90%100%

+22%

+11%

+10%

+10%

+9%

+5%

+4%

+3%

-1%

-1%

-3%

-3%

-4%

-8%

Youngerandwealthierconsumers,andGLP-1userssaythey’re‘tradingup’

TradingupSpendingaboutthesameTradingdownNet

+2%

+8%

-3%

+11%

+17%

-8%

-9%

-4%

+21%

+12%

-2%

+28%

+11%

58%

20%

16%

23%

18%

16%

25%

19%

22%

12%

15%

22%

13%

20%

22%

24%20%

60%

57%

29%

52%

50%57%

71%60%

33%

18%

18%

10%

55%

33%

59%57%

45%49%

26%21%

Overall Male Female Gen.ZMillennials Gen.X Boomers+<$100KHHI$100K+HHIRepublicansDemocrats

41%

31%

CurrentGLP-1UsersLapsedGLP-1Users

0%10%20%30%40%50%60%70%80%90%100%

Data:ConsumerTrendsSurvey,poweredby(n=2977)Overthepastsixmonths,weightedaverageacross19categories.

“Tradingup”describedasbuyingmorepremiumorexpensiveproductsorbrands.

2The‘twoAmericas’2026

Screenshots

Therearenearly24millionmillionairesintheUS,themostofanycountry

UBSMillionaireIndex:DistributionofUSDmillionairesbycountryaroundtheworld,measuredbypersonalwealth

UnitedStatesMainlandChina

France

Japan GermanyUnitedKingdom

CanadaAustralia

ItalySouthKorea

6.3mill2.9million

2.7million

2.7million

2.6million

2.1million

1.9million

1.3million

1.3million

ion

23.8million

<

~9%ofUSadults,upfrom‘nearly22million’inthepreviousyear’scalculation

0million10million20million30million40million

Data:UBSGlobalWealthReport2025.UBSanalysisbasedonOECD,InternationalMonetaryFund,UnitedNations,WorldBankGroup,andnationalstatisticsofficesdata.

Data:UBSGlobalWealthReport2025.UBSanalysisbasedonOECD,InternationalMonetaryFund,UnitedNations,WorldBankGroup,andnationalstatisticsofficesdata.

WealthintheUSisnotevenlydistributed:Theaveragewealthperadultis5Xhigherthanthemedian

Averagewealthperadult(USD)

$687,166

SwitzerlandUnitedStates HongKongLuxembourg Australia Denmark SingaporeNewZealand

NetherlandsNorway

$620,654

$601,195$566,735

$516,640

$481,558

$441,596

$393,773

$370,697

$368,410

$0$250,000$500,000$750,000

Medianwealthperadult

LuxembourgAustraliaBelgium

HongKong Denmark NewZealand SwitzerlandUnitedKingdom

Canada

$395,340$268,424

$253,539

$222,015

$216,098

$207,707$182,248

$176,370

$151,910

UnitedStatesmn$124,041

$0$250,000$500,000

High-incomeAmericansrepresentnearlyhalfofUSconsumerspending

Moody’sestimatedshareofquarterlypersonaloutlaysbythetop10%ofconsumersinincomedistribution

50%

45%

40%

35%

30%

Q4’89Q3’92Q2’95Q1’98Q4’00Q3’03Q2’06Q1’09Q4’11Q3’14Q2’17Q1’20Q4’22Q2’25

Data:Moody’sAnalyticsanalysisofFederalReservedata

AboutonethirdofAmericansconsiderthemselves‘Middleclass’

WhenyouthinkaboutyourplaceinAmericansociety,whichofthefollowingbestdescribeshowyouidentify?

UpperClass

Upper-MiddleClass

MiddleClass

Lower-MiddleClass

WorkingClass

Idon’tthinkofmyselfintermsofclass

6%

13%

34%

20%13%

11%

0%10%20%30%40%50%

Data:ConsumerTrendsSurvey,poweredby(n=3056)Other(1%)and“Prefernottosay”(1%)notshown.

Data:ConsumerTrendsSurvey,poweredby(n=3056)Other(1%)and“Prefernottosay”(1%)notshown.

Whoidentifiesas‘MiddleClass’inAmerica?

WhenyouthinkaboutyourplaceinAmericansociety,whichofthefollowingbestdescribeshowyouidentify?

60%

50%

40%

30%

20%

10%

0%

MiddleClass

Upper-MiddleClass

Lower-MiddleClass

WorkingClass

UpperClass

<$25KHHI$25-50K$50-75K$75-100K$100-150K$150-200K$200-400K$400K+

Data:ConsumerTrendsSurvey,poweredby(n=3056)Respondents’socialclassisself-identified.

Mostthinkit’spossibleforMiddle-ClassAmericanstohaveagoodlife

Percentageof‘Yes’responses:Doyouthinkit’spossibleforMiddle-ClassAmericanstohaveagoodlife?

100%

75%

50%

25%

0%

90%

74%77%

49%52%

WorkingClassLower-MiddleClassMiddleClassUpper-MiddleClassUpperClass

Data:ConsumerTrendsSurvey,poweredby(n=3056)“Designedforeveryoneequally”and“Idon’tknow”notshown.

Consumerslargelybelieveproductsaredesignedforpeoplewithmoremoney

Doyoufeelthatmostfood,clothing,andhousehold

productsaredesignedforpeopleinyoursocioeconomicgroup,orforpeopleinotherincomegroups?

Withlowerincomes

Mostlyforpeople→WithhigherincomesInmygroup

25%

46%

UpperClassUpper-MiddleClass MiddleClassLower-MiddleClassWorkingClass

12%

40%35%

21%11%

9%10%

21%

27%

17%16%

45%

52%

0%30%60%0%30%60%0%30%60%

MoneyisthetopUSmeasureofsuccess

Gen.ZandMillennialsGen.XandOlder

Financialindependence

HavingmoneytodothingsyouwantHavingafulfillingjob/careerHavingemotionalstability

59%

54%

49%

45%

30%

40%

48%49%47%

40%

39%38%37%37%

OwningyourownhomeHavingtimetotakecareofyourself

53%

Havingnodebt

55%

34%

30%

30%

29%

30%

30%

Havingcloserelationshipswithfriendsorfamily UsingyourtalentsandresourcestohelpothersLeavingsomethingmeaningfulforthenextgeneration

Maintainingahealthyweight

25%

27%

27%

26%

Havingchildren

13%

Owningyourownbusiness/workingforyourself

38%

Beinggroundedspiritually

23%

24%

Beingmarried

20%

11%

2%

9%

Beingattractive/physicalappearanceHavingalotoffollowersonsocialmedia

0%25%50%0%25%50%75%

Data:ConsumerTrendsSurvey,poweredby(n=3056)“Whichofthefollowingisimportanttoyourdefinitionofsuccess?”

Notallresponsesshown.QuestionbasedonaNBCNewspoll.

Data:GoogleTrends,USonly.<1valuesroundedto0.

Interestinpredictionmarketsisgrowing

againaftertheir2024electionspike

IndexedGooglesearchvolumeforpredictionmarket

brands

100

75

50

25

Kalshi

Polymarket

0

5/5/24

7/7/24

9/8/24

11/10/24

1/12/25

3/16/25

5/18/25

7/20/25

9/21/25

11/23/25

Data:ConsumerTrendsSurvey,poweredby(n=3045)Ages18+only.

Awarenessofpredictionmarketsskews

youngerwhilesportsbettingskewsolderPercentageofresponses:Which,ifany,ofthefollowing

appsorserviceshaveyouheardof?

Gen.ZandMillennialsGen.XandOlder

DraftKings FanDuelESPNBet

BetMGMSportsbook

S

FanaticsSportsbookCaesarsSportsbook

PolymarketPick’emappsKalshi

46%

43%

34%

27%

26%

25%

20%

17%

17%

13%

0%25%50%

59%

55%

24%

33%

41%ofthoseawareofat

leastonesportsgamblingapp/sitesaythey’rea

regularuserofatleastone

5%

25%

26%

4%

5%

5%

0%25%50%75%

Data:ConsumerTrendsSurvey,poweredby(n=3045)Ages18+only.

30%+believeonlinebettingwillbecomea

biggerandmoreimportantpartofcultureDoyouthinkgamblingon[…]willbecomeabiggerandmoreimportantpartofculture,orasmallerandlessimportantpart?

SportsEverydaylifeviapredictionmarkets

Biggerandmoreimportant

Aboutthesameasnow

Smallerandlessimportant

Idon’tknow

34%

39%

8%

19%

0%25%50%

31%

38%

9%

22%

0%25%50%

Data:ConsumerTrendsSurvey,poweredby(n=3056)

MostAmericansthinkthegapisgrowing

betweentheultra-richandeveryoneelse

Percentageofresponses:Doesitfeellikethegapbetween

thewealthiestAmericansandeverydaypeopleisgrowing?

Thewealthgapisgrowingalot

ThewealthgapisgrowingalittleThewealthgapisaboutthesameThewealthgapisshrinkingalittle

Thewealthgapisshrinkingalot

Idon'tknow

21%14%

4%3%

9%

50%

Higheramong

olderconsumersandDemocrats

0%25%50%75%

Data:ConsumerTrendsSurvey,poweredby(n=3056)“Notsure”and“Aboutthesame”responsesnotshown.

“Much”and“Somewhat”betterandworseresponsescombined.

Gen.Zisn’tasconfidentasMillennials

thatAIwillimproveAmericans’lives

Percentageofresponses:DoyoubelieveAIwillmakelife

betterorworseforthenextgenerationofAmericans?

75%

50%

25%

0%

69%

47%

42%

41%

35%

27%

26%

16%

BetterWorse

BetterWorse

BetterWorse

BetterWorse

Gen.Z

Millennials

Gen.X

Boomers+

3

Digitalcontentcreatorsand

influencersareaneconomicforce,

includingentertainmentand,

increasingly,commerceandbrands.

ManyyoungAmericansareinterestedinthecareerpath.

Gen.ZandMillennials,ages13to44,represent~40%oftheUSpopulation…

EstimatedUSpopulationbygeneration

100million

75million

50million

25million

0million

Gen.AlphaGen.ZMillennialsGen.XBoomersSilent

Data:USCensusBureau2024estimates,TheNewConsumeranalysis,GPT5.1,usingPewgenerationdefinitions

…they’reenteringtheirprimespendingdecades…

Averageannualexpendituresperconsumerunit,byagegroup

$100,000

$75,000

$50,000

$25,000

$0

Under2525-3435-4445-5455-6465andolder

Data:USBureauofLaborStatistics,2023figures(latest)

Data:ConsumerTrendsSurvey,poweredby(n=3056)

…andasdigitalnatives,theylivelife

differently,frequentlycreatingonlinePercentageofresponses:Whichofthefollowingactivities

haveyoupersonallydoneinthepastmonth?

PublishedaphotoorvideotoInstagram

Recordedavideoandpublisheditpubliclyonsocialmedia

PostedonThreads,X,Reddit,etc.CreatedamemeimagetosharePublishedavideotoYouTube

Publishedanoriginalwrittenpost,essay,orblog

Hostedorco-hostedalivestream

Publishedorsharedcontentonapaid-subscriptionplatform

Appearedasaguestorhostonapodcast

Gen.ZandMillennials

38%33%

32%

25%

23%20%20%

17%14%

0%25%

50%

Gen.XandOlder

12%

9%

13%

8%

6%

8%

4%

4%

3%

0%25%

Data:ConsumerTrendsSurvey,poweredby(n=3056)Excludes“Idon’tknow”responses.

MoreGen.ZandMillennialsfeelmost

likethemselves‘online’vs.‘offline’

Percentageofresponsesbygeneration:Wheredoyoufeel

mostlikeyourself?

75%

50%

25%

0%

73%

55%

59%

51%

34%

38%

29%

11%

OnlineOffline

OnlineOffline

OnlineOffline

OnlineOffline

Gen.Z

Millennials

Gen.X

Boomers+

MoreGen.ZandMillennialsfeelmost

connectedtoothers‘online’vs.‘offline’

Percentageofresponsesbygeneration:Wheredoyoufeel

mostconnectedtoothers?

75%

50%

25%

0%

68%

63%

56%

47%

43%

38%

28%

27%

OnlineOffline

OnlineOffline

OnlineOffline

OnlineOffline

Gen.Z

Millennials

Gen.X

Boomers+

Data:ConsumerTrendsSurvey,poweredby(n=3056)

Mostconsumersarenowfamiliarwith

theconceptofdigital‘contentcreators’

Percentageofresponses:Howfamiliardoyouconsider

yourselfwiththeconceptof‘contentcreators’orinfluencers?

Extremelyfamiliar VeryfamiliarSomewhatfamiliar NotveryfamiliarNotatallfamiliar

Gen.ZandMillennials

24%

30%

30%

10%

6%

0%25%

50%

Gen.XandOlder

6%

12%

30%

21%

31%

0%25%50%

45%ofGen.ZandMillennialsconsiderthemselves‘contentcreators’

Percentageofresponses:Doyouconsideryourselfa‘contentcreator’?

Yes,asacareerorprofessionYes,asahobbyorforfun

5%

7%

85%

No

3%

Idon'tknow

Gen.ZandMillennialsGen.XandOlder

14%

2%

31%

52%

0%25%50%75%

100%

0%25%50%75%

75%ofGen.ZandMillennialsconsider

‘contentcreator’aviablecareer

Percentageofresponses:Thinkingingeneral,howviableofacareerdoyouconsider‘contentcreator’?

Gen.ZandMillennials

Extremelyviable VeryviableSomewhatviableNotveryviable

NotatallviableIdon’tknow

18%

25%

31%

12%

7%5%

0%25%

50%

Gen.XandOlder

6%

11%

27%

17%

18%21%

0%25%50%

40%ofGen.ZandMillennialssaythey’re‘extremely’or‘very’interestedinacareerasaprofessionalcontentcreator

Percentageofresponses:Howinterestedareyouinpursuingacareerasaprofessionalcontentcreator?

Gen.ZandMillennialsGen.XandOlder

I’malreadyaprofessionalcontentcreator

5%

19%

22%

ExtremelyinterestedVeryinterested

25%

13%12%

4%

SomewhatinterestedNotveryinterestedNotatallinterestedIdon’tknow

0%25%50%

2%5%5%

10%

14%

59%

5%

0%25%50%

75%

Youngerconsumersaremorelikelyto

think‘contentcreator’isaneasycareer

Percentageofresponses:Thinkingingeneral,howeasyor

difficultofacareerdoyouconsider‘contentcreator’?

VeryeasySomewhateasy

Neithereasynordifficult

SomewhatdifficultVerydifficultIdon’tknow

Gen.ZandMillennials

17%

20%

21%

26%

11%

5%

0%25%

50%

Gen.XandOlder

6%

13%

20%

26%12%

23%

0%25%50%

Data:ConsumerTrendsSurvey,poweredby(n=3056)Grossincomebeforetaxesorexpenses.

Mostpeopledon’tthinkprocreators

typicallymakemorethan$100Kayear

Percentageofresponses:Abouthowmuchincomedoyou

thinkaprofessionalcontentcreatorearnsinatypicalyear?

15%16%

20%15%

Lessthan$25,000peryear$25,000to$49,999peryear

5%2%

$50,000to$99,999peryear $100,000to$249,999peryear$250,000tolessthan$1millionperyear

$1millionormoreperyear

27%

Idon’tknow

0%25%50%

Data:ConsumerTrendsSurvey,poweredby(n=3056)

20%

23%

Youngconsumersaremorelikelytosaya

creator’sappearancemattersovertalentPercentageofresponses:Howimportantisasuccessful

AppearanceismuchmoreimportantthantalentAppearanceissomewhatmoreimportantthantalentAppearanceandtalentareequallyimportant

TalentissomewhatmoreimportantthanappearanceTalentismuchmoreimportantthanappearance

Idon’tknow

Gen.ZandMillennials

31%

11%

8%

7%

0%25%

50%

Gen.XandOlder

12%

13%

32%

13%

9%

21%

0%25%

contentcreator’sphysicalappearancerelativetotheirtalent?

50%

Youngconsumersaremorelikelytosay

creatorsandinfluencersarebeinggenuineDoyouthinkmostcreatorsarebeinggenuinewhentheypost,ormainlyperformingtobuildafollowingandsellproducts?

Gen.ZandMillennialsGen.XandOlder

MostlygenuineSomewhatgenuine

EquallygenuineandperformativeSomewhatperformative MostlyperformativeIdon’tknow

0%

11%

9%

6%

22%

28%

25%

25%50%

8%

12%

19%

14%

27%20%

0%25%

50%

Youngconsumersaremorelikelytofeel

aparasocialrelationshipwithcreators

Doyoufeelpersonallyconnectedtoyourfavoritecreators—

likeyoumightactuallybefriendsifyoumetinperson?

Gen.ZandMillennials

Yes,absolutely30%

Yeah,maybe33%

Notreally22%

Definitelynot10%

Idon’tknow6%

0%25%50%

Gen.XandOlder

8%

13%

21%

16%

0%25%

42%

50%

TwoKardashians,MrBeast,SelenaGomezandHaileyBiebertopourawarenesslist

Whichofthefollowingcontentcreatorsareyouawareof?

56%53%

KimKardashianSelenaGomez

39%

39%

61%amongGen.Z,thehighestforanycreatorsamonganyspecificgeneration

37%

MrBeast/JimmyDonaldsonKourtneyKardashianHaileyBieber

34%

20%

LoganPaulCharliD’Amelio

16%

15%

13%

mn13%

12%

12%

11%

11%

AlexCooper/CallHerDaddy

PatrickStarrrEmmaChamberlain

KhabyLame BradMondo MarkRoberBretmanRock

BryanJohnson

0%25%50%75%100%

18%ofAmericanssaythey’re‘regularly

engaged’withYouTubestarMrBeast

Whichofthefollowingcontentcreatorswouldyouconsider

yourselfregularlyengagedwith?

18%16%

MrBeast/JimmyDonaldson

30%amongGen.ZandMillennials

13%

11%9%

SelenaGomez KimKardashianKourtneyKardashian

8%

7% 7%6%6%

LoganPaulHaileyBieberKhabyLame

AlexCooper/CallHerDaddy

CharliD’AmelioBradMondo

0%25%50%

Data:ConsumerTrendsSurvey,poweredby(n=3056)“Regularlyengaged”definedas“Thatcouldmeanwatchingtheir

photosorvideos,listeningtopodcasts,orotherwisefollowingthem.”

Data:ConsumerTrendsSurvey,poweredby(n=3056)“Regularlyengaged”definedas“Thatcouldmeanwatchingtheir

photosorvideos,listeningtopodcasts,orotherwisefollowingthem.”

Nichecreatorstendtohavedramaticallymoreengagedaudiences

KhabyLameMollyBaz

MariLlewellyn JakeShaneMeredithDuxburyMariannaHewitt

MikaylaNogueiraBrianKelly/ThePointsGuy

DrewAfualoTinx

BradMondo

ShawnJohnsonEast&AndrewEast

RyanTrahanMarkRoberAlixEarle

Overallawareness

13%

8%

6%

9%

6%

8%

8%

10%

8%

7%

12%

9%

10%

12%

9%

0%10%

20%

‘Regularlyengaged’amongthoseaware

57%

55%

55%

54%

52%

51%51%

50%

50%

49%

48%

48%

47%

46%

46%

0%20%40%60%

Doconsumerbrandsfounded

orledbydigitalcreatorshave

anunfairadvantage?

Data:ConsumerTrendsSurvey,poweredby(n=3056)