Recent data has provided a definitive answer to that question, and it centres on one platform: YouTube.

The undisputed leader in AI citations

According to new research from the enterprise SEO platform BrightEdge, YouTube has emerged as the most cited domain across various AI search products. The data, as reported by Search Engine Land, reveals that YouTube is cited 200 times more than any other video platform by the likes of ChatGPT, Perplexity, and Google’s own AI Overviews.

While competitors such as Vimeo, TikTok, and Twitch are present in the digital space, they barely register in the eyes of AI engines, each accounting for approximately 0.1% or less of citations. This disparity suggests that for AI platforms, YouTube is essentially the only video source that carries significant weight.

Why AI prefers video content

The preference for YouTube is not merely a result of Google favouring its own properties. Even independent platforms like ChatGPT and Perplexity, which have no corporate incentive to prioritise Google-owned assets, are leaning heavily on YouTube.

There are several reasons why this is the case:

1. Multimodal capabilities: Modern AI models, such as Google’s Gemini, are increasingly multimodal. This means they can "watch" and "listen" to video content, extracting information from spoken words and visual demonstrations even when no accompanying text exists.

2. Instructional value: AI Overviews are particularly active in queries regarding "how-to" guides, tutorials, and product demonstrations. Video is naturally the most effective medium for these topics, making it the primary source material for AI-generated summaries.

3. Information authority: In many sectors, YouTube is now viewed as an authority on par with established informational giants. In the healthcare space, for instance, YouTube citations in AI Overviews have seen a surge of over 40%, reflecting a growing trust in visual medical explanations.

What this means for your digital strategy

The implications for marketers and business owners are clear. If your brand is not investing in video content, you run the risk of becoming invisible in the age of AI search.

To ensure your content is "AI-ready," we recommend focusing on the following areas:

• Focus on instructional content: Create videos that solve specific problems, such as software tutorials, product comparisons, or "how-to" guides relevant to your industry.

• Optimise for machine readers: Use clear titles, detailed descriptions, and, crucially, video chapters. These markers help AI models navigate your content and identify the most relevant segments to cite.

• Prioritise YouTube: While a multi-channel approach is often beneficial, the data suggests that for search visibility, YouTube remains the essential platform.

As search engines continue to transition into answer engines, the distinction between "video strategy" and "SEO strategy" is disappearing. By treating YouTube as a core pillar of your search presence, you can ensure your brand remains at the forefront of the AI revolution.