How new viewing habits are shaping digital marketing strategies
Table of Contents
- Do you really know how your viewers behave?
- 1. Streaming: YouTube is the number one platform
- 2. Scrolling: endless exploration
- 3. Searching: YouTube as a search engine
- 4. Shopping: video as a purchase driver
- Turning video into a business ally
- FAQ
Do you really know how your viewers behave?
Have you ever wondered why your videos don’t deliver the results you expect, despite your efforts and investments? Or why your competitors, with fewer resources, seem to connect better with the audience on YouTube? Have you asked yourself whether you’re using the right format to reach your potential customers?
The truth is simple but not obvious: the way Italians watch videos on YouTube has changed—and it’s still evolving. It’s no longer just passive entertainment, but a complex journey that involves research, discovery, interaction, and, more and more often, shopping.
A recent study by Google and Kantar, analyzed by Raffaella Stratta and Kristell Rivaille on Think with Google, identified 4 key behaviors of Italian viewers that every brand should know. Understanding them helps you avoid wasting time and budget, and instead create content that truly speaks to your audience.
And that’s where we can help. Book your free consultation and learn how to grow your brand presence on YouTube with effective video strategies.
1. Streaming: YouTube is the number one platform
For Italians, YouTube isn’t just a platform for fun: it’s the leading destination for video streaming. Every month, more than 42 million people log in, exploring live sports, interviews, reviews, vodcasts, fashion shows, and authentic entertainment moments.
According to Kantar, YouTube is perceived as the most reliable and personalized video platform compared to all others. Over 80% of Italian viewers say they trust YouTube more than its competitors. Unsurprisingly, content created by creators performs better than traditional productions: people are looking for authentic connections and feel closer to those who communicate with spontaneity.
For marketers, this means that uploading a few corporate videos isn’t enough. You need to leverage multiple formats, be present across devices, and experiment with live sessions, Shorts, and long-form content. Most importantly, you should collaborate with creators to tap into their credibility and bring brands closer to people.
2. Scrolling: endless exploration
Today YouTube is no longer just a library of videos—it has become a space for continuous exploration. Users scroll through personalized feeds, recommendations, and Shorts, looking for something that grabs their attention. This behavior, known as “scrolling,” drives people from one video to another without a clear plan, guided by curiosity and spontaneous interests.
For example, someone might log in to watch tennis highlights, then end up on a travel vlog about Tokyo, scroll through beauty Shorts, and finally land on a cooking tutorial. It’s an unpredictable journey where every click opens a new door.
For businesses, this is a massive opportunity. It means you can reach your audience even when they’re not actively searching for you. The challenge is to capture attention in the very first seconds with strong titles, engaging thumbnails, and compelling openings. Shorts are crucial: quick, engaging, and perfect for sparking curiosity, they act as hooks that drive people toward longer, more in-depth content.
3. Searching: YouTube as a search engine
Another surprising fact: Italians use YouTube like a real search engine. They don’t just watch videos—they type questions, look for solutions, and want to learn. Over 70% of Gen Z viewers in Italy say they turn to YouTube for practical and immediate answers.
And indeed, what’s more useful than a video tutorial when an appliance breaks, or a review before buying a new smartphone? Video has the power to show rather than just tell, making it far more convincing than text alone.
For brands, this makes YouTube a platform for authority building. By creating content that directly answers specific questions (“how to…”, “which product to choose…”), you can reach customers at the very moment they need a solution. SEO optimization for videos—titles, descriptions, tags, thumbnails—becomes a key part of the strategy.
4. Shopping: video as a purchase driver
YouTube is no longer just about research and entertainment—it’s increasingly about smart shopping decisions. According to the data, 73% of Italian viewers say YouTube helps them make more informed purchase choices.
That’s because before buying, people want to see real reviews, comparisons, unboxing videos, and tutorials. In short, they want to trust what they see. And who better than creators to guide this process, showing how products work in real life?
For businesses, YouTube becomes an interactive storefront: from branded content with creators to Demand Gen campaigns and ads that directly integrate product feeds. Adding clear calls to action and direct e-commerce links can transform a simple video into a conversion touchpoint.
Turning video into a business ally
Understanding these 4 behaviors means stopping the guesswork and starting to build more effective video strategies. It’s not enough to just “be” on YouTube—you need to be present in the right way, with content that addresses real needs, captures attention, and guides viewers from the first click to the final purchase.
And that’s where we come in. With our expertise, we’ll help you create videos that truly work, designed to attract, engage, and convert.
Book your free consultation now and let’s transform your YouTube presence into a real growth engine for your brand.
FAQ
Yes, we do—and the first consultation is free.
Because it’s the most used and trusted platform for watching, discovering, and shopping.
Streaming is watching a specific piece of content, scrolling is continuous exploration without a clear plan.
By sharing quick, engaging messages that spark curiosity and lead to longer content.
Because videos provide practical, visual solutions that are faster and clearer than text.
Tutorials, authentic reviews, unboxings, and creator-driven content.
They bring authenticity and increase viewers’ trust toward the brand.
They help people discover, evaluate, and choose products more confidently.
Video reach campaigns, interactive ads on smart TVs, and creator-branded content.
With clear titles, detailed descriptions, strong thumbnails, and relevant tags.
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