Every day, brands on YouTube reach millions of people—but who is actually paying attention? Our latest study with GfK shows that reach alone does not guarantee impact. The decisive factor is the context in which your ad meets the user.
With 2.6 million weekly users (ages 18–59), YouTube is the largest moving-image channel in Switzerland, even outpacing major TV broadcasters. Every minute, over 500 hours of new video material are uploaded worldwide. For advertisers, this means an enormous selection of inventory. However, this sheer scale brings a new challenge: identifying the right context where advertising receives genuine attention and can deliver real impact.
An instance of ad exposure is by no means a guarantee of advertising success. While this metric tells us that an ad was loaded, it doesn’t reveal whether it actually had a chance to leave a lasting impression. We call this the Attention Gap—the disconnect between technical delivery and ad recall.
We took a closer look to bridge this gap. By combining our impact research with the latest results from our usage study with GfK, we now have a precise understanding of how people in Switzerland actually use YouTube and when they are ready to process and remember a brand.
The study shows that YouTube is not simply a “lean-back” medium. The user’s mental state is crucial for ad recall.
Some usage motives are more frequently associated with high attention than others. When users turn to YouTube with a specific purpose—whether to solve a problem, explore a hobby, or deep-dive into a passion—focused usage situations often arise. In such moments, the likelihood of advertising messages being perceived and remembered is higher.
Other motives, such as passive relaxation or “multi-screening”, tend to lead to less focused interactions. While meaningful interactions do occur in these situations, they have a significantly lower probability of generating a lasting impact.
“YouTube isn’t just one platform—it’s a collection of vastly different environments” conclude our media experts and study authors. For advertisers, it is therefore essential to specifically target channels and environments where focused content consumption is expected.
High Usage Duration: A Fixed Part of the Day
YouTube is no longer just a “snacking medium.” On average, Swiss users spend 41 minutes on the platform on weekdays and 50 minutes on weekends. These figures show that for many, YouTube has replaced traditional TV as the primary source of entertainment and information. For media planning, this means YouTube requires strategic budgeting equal to that of linear TV.
Young Audiences Dominate: The Attention Challenge
The 15–34 age group shows the highest usage intensity. However, this is also the target group most prone to multitasking and “multiscreening.” While usage decreases significantly with age, the exclusivity of attention often increases. To reach young people, you must pay even closer attention to context to avoid getting lost in the background noise.
Afternoon Peak: The New Prime Time
A surprising detail: The highest usage on weekdays and weekends occurs in the afternoon between 2:00 and 5:00 PM. During this time, YouTube is used for a variety of reasons: from targeted information searches and in-depth exploration of niche topics to entertainment and distraction. This means, during this period, the platform presents both attentive and less focused usage patterns. For brands, this presents a double-edged sword: On the one hand, the afternoon offers high reach potential; on the other hand, the risk of getting lost in the background noise increases. Therefore, it is crucial to identify the usage patterns in which ad-exposure is generated.
The Device Check: Why the Smartphone Remains the Heart of Attention
Connected TV (CTV) is often hailed as the “Holy Grail” of advertising quality. However, our data shows a more nuanced picture: while the big screen is growing, the moments of highest attention still primarily take place on smartphones and desktops. This is where users are most active, most focused, and thus most receptive to messages.
True brand growth does not come from automation alone. In a world where algorithms handle almost everything, a deep understanding of usage situations becomes the actual competitive advantage. Only those who understand how and why people use media can bridge the gap between a click and a genuine memory. As an independent media agency, our goal remains to transform the complexity of reach into real impact, creating sustainable value for brands.
The study is also part of a broader discussion about how media needs to be rethought in the age of automation and platform logic. A more in-depth analysis with Tobias Zehnder (Managing Director at Webrepublic) and Kevin Haab (Co-Head of Media Strategy at Webrepublic) can be found in the interview with m&k.
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