You probably already know that people come to YouTube to learn things.
But Precisify‘s new data shows just how many people come to the platform to learn financial literacy.
According to the analytics company’s Precisify Insights: Finance 2026 report, almost one-third of U.S. adults watch finance-related content on YouTube every single day. Another 26% say they watch finance content two to three times a week, and 16% say they watch once a week.
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22% of U.S. adults (in a survey of 1,000 people ages 18-55) said they turn to YouTube specifically for saving and investing advice. TikTok also showed up, with 15% of respondents saying they get saving/investing advice there, too.
Precisify says data showed that main household income earners use YouTube to research before making important financial decisions like putting in new investments (35% of respondents), getting a new credit card (27%), opening a new account (22%), getting new insurance (22%), and making general decisions about their financial wellbeing (16%).
72% of main household earners said they use YouTube to compare financial products and services.
Of course, the important point here is that when people say they’re consulting YouTube, what they’re really doing is consulting creators. YouTube has a rich (no pun intended) population of financial experts uploading content, from Caleb Hammer with his no-B.S. fix-it show Financial Audit to Coffeezilla‘s crypto scam breakdowns to Dave Ramsey, the longtime radio host who’s been giving financial advice for decades.
(We started tracking Ramsey’s uploads thanks to data from our own Gospel Stats Weekly Brand Reports, which showed he’s been posting dozens of clips from his show on YouTube each week, often securing sponsors on them for a little extra income.)
“YouTube, creators and apps are becoming central to how people learn about, evaluate and act on financial decisions,” Denis Crushell, Chief Commercial Officer at Precisify, said in a statement. “The data shows that trust, education and consideration are no longer separate stages in the finance journey. Consumers are building confidence trough content, comparing products in digital environments and taking real actions, from downloading apps to changing habits and considering new accounts. For finance brands and agencies, relying only on traditional reach, search or owned channels risks showing up too late. Context, timing and audience intelligence are now essential to reaching people when decisions are actually being shaped.”
Precisify says that on top of showing up in people’s more traditional decisions–things like picking a bank, choosing which major stock to invest in, or opening a credit card–creator-made financial content is influencing them to try new ways of handling their money.
Its research showed that “digital-first financial behavior has moved well beyond early adopters,” with 41% of U.S. adults actively using an online-only or app-based bank, compared to 47% using a traditional bank.
Financial apps like MoneyLion and Current have been prolific sponsors of YouTubers for years, along with budgeting apps like Rocket Money. Some creators, like Hammer, have launched their own budgeting apps; meanwhile MrBeast’s company Beast Industries has acquired Step, a money app for kids, teens, and young adults, as part of its rumored push into financial services.
Travis Witteveen, Head of Products and Portfolio at MoneyLion parent company Gen, said Precisify’s findings “reinforce what we’re seeing across consumer finance: people are increasingly discovering, researching and validating financial productsin digital-first environments before they ever arrive at a brand’s app or website.”
Precisify says that ultimately, its report shows “financial services brands can no longer treat YouTube, creators, apps and digital content as peripheral channels. They are increasingly part of where financial trust, confidence and consideration are formed.”
