Google identifies new Hi-Res consumption trends in Japan

At the YouTube Brandcast Japan 2026 event, Google executives introduced the concept of “Hi-Res consumption,” a shift in purchasing behavior driven by two factors: “Hi-Resonance” (empathy with creators) and “Hi-Resolution” (clarity in decision-making).

Google representative Shinji Okuyama noted that generative AI and YouTube creators play complementary roles. While users seek specific, data-driven suggestions from AI, they look to creators for authentic, experience-based information. Research shows that half of daily AI users move between AI consultations and creator videos to inform their choices.

A joint report by YouTube and Oxford Economics, titled “YouTube Impact Report 2025,” highlights the platform's economic footprint in Japan. The report estimates that YouTube contributes over 510 billion yen to Japan's GDP and supports more than 85,000 full-time equivalent jobs.

Additionally, the report found that 70% of small and medium-sized businesses with YouTube channels reported the platform helped increase revenue. YouTube also serves as a cultural export tool, with over 15% of domestic channel watch time originating from overseas.