Binge-Watching Tech Videos? You May Be Buying Into VPN Hype
Research tracking YouTube views reveals that influencer-read VPN ads crank up privacy fears and brand recognition
A new peer-reviewed study from the University of Maryland and Carnegie Mellon University traces how YouTube influencer marketing for virtual private network (VPN) services shapes what viewers think about online security. By analyzing the full watch histories of 217 U.S. participants, which is nearly 6½ years of viewing per person, the researchers found that the average volunteer had clicked through 27,000 videos and encountered roughly 82 influencer-read VPN ads during that time.
A rare glimpse at “real-world” exposure
Instead of relying on self-reported memories, the team built a BERT-powered classifier. This identifies exactly which words in each video transcript belonged to a sponsored VPN pitch. That granular approach allowed them to calculate ad exposure by word count. Then, they cross-referenced exposure with survey results covering threat perceptions, technical knowledge, and brand familiarity.
The study design, which also pulled app-install and program-list data to flag actual VPN usage, is one of the first to connect entertainment-media advertising with security “mental models.” It uses observational rather than anecdotal evidence.
More ads, more brand recall, and sharper anxiety
The strongest link they discovered was commercial, not technical. Every tenfold jump in exposure to a given brand’s ads boosted the odds that a viewer recognized that brand. The odds jumped by 41% to 130%, depending on the provider.
Exposure was also a strong predictor of what the authors call “hyperbolic threat beliefs," which include ideas that your Internet service provider is watching everything you do, hackers can steal your credit cards, and the like. Participants who saw the most ads scored markedly higher on these fear-driven statements.
Technical claims fall flat
Surprisingly, the same saturation effect did not extend to nuts-and-bolts knowledge. No matter how many ads viewers saw, they were no more or less likely to agree with true statements about what VPNs could do. Likewise, they were not more prone to believe the ads’ flashier but misleading promises.
The researchers conclude that influencer pitches appear to move hearts rather than minds. They nudged emotions about online danger while leaving technical understanding largely unchanged.
Why does it matter?
For consumers, the findings suggest that binge-watching tech YouTubers may quietly crank up privacy worries without improving decision-making. Viewers could become more anxious and more likely to buy the first familiar brand, yet still misunderstand what a VPN can and can’t do.
For regulators and advertising-standards bodies, the work adds empirical heft to complaints that fear-based marketing skews public perceptions of cybersecurity threats. It also highlights YouTube’s outsized role. 97% of participants who recalled seeing VPN promos identified the Google-owned platform as the delivery channel, far ahead of TikTok, Twitter, or TV.
Caveats and open questions in the study
The authors caution that their sample of crowd-sourced adults living in the United States leans younger and more educated than the general population. Therefore, the psychological effects could differ in a larger sample.
Because the work focused on influencer-read segments, it did not capture pre-roll or podcast ads, nor media outside YouTube. Finally, while the correlations are statistically solid, they do not prove that ads cause heightened threat beliefs. It's possible that ad networks simply target users who are already worried about online privacy.
The takeaway for everyday users
If an influencer declares that “a VPN will keep you safe from everything online,” treat the claim with caution. The study shows that such messages excel at brand imprinting and stoking fear. But they rarely convey the nuanced, limited protections that VPNs actually provide.
Before subscribing because of YouTube sponsored content, compare independent audits from the best VPN services, read privacy policies, and remember that no single tool is a silver bullet. Emotion sells, but informed skepticism still protects.
