YouTube has long been the platform people go to learn how to do things. Now it seems AI systems are increasingly sending them there too.
Across LLMs and AI search products, YouTube is emerging as a major source of citations. Digiday has broken down exactly how it got here.
YouTube continues to be cited across LLMs
YouTube’s growing role in AI search isn’t being driven by a single model. Meltwater’s data showed that YouTube was the most-cited platform by eight AI platforms (Claude, ChatGPT, Copilot, Google AI Mode, Google AI Overviews, Gemini, Perplexity and Grok) in August, while it continues to surpass Reddit, which used to hold the lead after Google struck a deal with the platform to make its content available for AI products. The shift suggests YouTube is becoming more than a video destination and increasingly part of the information layer that AI systems use and direct users toward.
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