Nearly a third of American adults watch financial content on YouTube
Analytical company Precisify has published the report Precisify Insights: Finance 2026, which shows how strongly YouTube influences Americans’ financial decisions. Nearly a third of adult US residents (32%) watch financial content on the platform daily. Another 26% do so two to three times a week, and 16% once a week.
How Americans use YouTube for financial decisions
According to a survey of 1,000 people aged 18 to 55, 22% of Americans turn to YouTube specifically for savings and investment advice. TikTok also plays a role: 15% of respondents receive such recommendations there.
Primary breadwinners in families are especially active in using YouTube for important financial decisions:
- 35% — before new investments
- 27% — before applying for a credit card
- 22% — before opening an account or purchasing insurance
- 16% — for general financial well-being decisions
72% of primary breadwinners stated that they use YouTube to compare financial products and services. In fact, by turning to YouTube, people consult with content creators. The platform features well-known figures such as Caleb Hammer with the show Financial Audit, Coffeezilla with exposés of crypto schemes, and Dave Ramsey, who has been giving financial advice for decades.
Expert opinion on the trend
Denis Krushell, Commercial Director at Precisify, noted: «YouTube, creators, and apps are becoming central to how people learn about, evaluate, and act on financial decisions. The data shows that trust, education, and consideration are no longer separate stages in the financial journey. Consumers build confidence through content, compare products in a digital environment, and take real actions — from downloading apps to changing habits and opening new accounts.»
Digital financial behavior extends beyond early adopters
The study also revealed that digital financial behavior has moved beyond early adopters: 41% of American adults actively use online banks or apps, compared to 47% of traditional bank users. Financial apps such as MoneyLion and Current have been actively sponsoring YouTubers for years, and some creators, like Hammer, have launched their own budgeting apps. MrBeast’s Beast Industries acquired Step, a money management app for young people.
Travis Witteveen, Head of Product and Portfolio at MoneyLion’s parent company, noted: «Precisify’s findings confirm what we see in consumer finance: people are increasingly discovering, researching, and vetting financial products in a digital environment before moving to a brand’s website or app.»
Conclusions and recommendations
Precisify emphasizes that financial brands can no longer view YouTube, creators, and apps as secondary channels — they are becoming key to building trust and driving decisions.
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