B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
60%
60% -- share of b2b buyers using youtube for vendor research for B2B buyers (2025)
60% of B2B buyers surveyed by Sopro in 2025 named YouTube as a channel they use to research vendors.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sopro
Primary
Tier C
https://digitalmarketingsnapshotforghl.com/blog/youtube-inbound-leads-austin-marketing-agencies/ ↗
Source Article
YouTube Inbound Leads for Austin Marketing Agencies
For an Austin marketing agency, a silent YouTube channel isn’t a missing marketing tactic — it’s an inbound lead leak. Sixty percent of B2B buyers now go to YouTube to research vendors before they book a call, more than Instagram (28%) and TikTok (20%) combined, and short-form video has been the hig…
Original Research
Sopro
· Original study ↗
Methodology
Sopro survey of B2B buyers on vendor research channels
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 60% share of b2b buyers using youtube for vendor research. Source: Sopro (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-buyers-youtube-vendor-research-2025
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<blockquote cite="https://lighthousedata.io/data/b2b-buyers-youtube-vendor-research-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- share of b2b buyers using youtube for vendor research for B2B buyers<br><small>Source: Sopro (2025) · <a href="https://lighthousedata.io/data/b2b-buyers-youtube-vendor-research-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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