YouTube Reviews Dominate Tier 3 Purchases; Celebrity Influence Dips to 3%

• A Rukam Capital report reveals 37% of Tier 3 consumers rely on YouTube reviews for product discovery, making it the primary platform.
• Social media platforms influence 32% of product discovery, and creator recommendations are trusted by 23% of consumers.
• Celebrity endorsements now influence only 3% of consumers, challenging traditional aspiration-led advertising in non-metro India.
• Community validation (word-of-mouth) impacts 22% of consumers, and 43% of Tier 3 consumers verify brands via official websites.
• Digital payments are widespread, with 67% using UPI. JioHotstar leads OTT with 54% penetration, and 24% of Tier 3 consumers prefer vernacular OTT.

Why It Matters: Tier 3 consumers prioritize YouTube reviews, community validation, and digital verification over celebrity endorsements.