US Consumers Bear 96% of Tariff Costs, Study Finds
Economics

US Consumers Bear 96% of Tariff Costs, Study Finds

Hacker News2h ago
3 min read
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Key Facts

  • American consumers and businesses absorb 96% of all tariff costs, according to comprehensive economic analysis.
  • Tariffs function primarily as a domestic consumption tax rather than an effective penalty on foreign exporters.
  • The 96% burden figure represents a consistent pattern across multiple product categories and time periods.
  • This cost distribution challenges fundamental assumptions about trade policy effectiveness and international negotiation leverage.
  • The findings suggest that trade barriers create significant economic drag on American households and businesses.
  • Policy makers must reconsider tariff strategies in light of their actual domestic economic impact.

The Hidden Tax on American Households

A groundbreaking economic analysis has revealed that American consumers are bearing the overwhelming majority of costs from tariffs, with domestic businesses and households absorbing 96% of the financial burden. This finding fundamentally challenges the common political narrative that trade barriers primarily punish foreign exporters.

The research demonstrates that tariffs function less as a negotiation tool with trading partners and more as a domestic consumption tax that directly impacts American wallets. When import duties are imposed, the costs don't disappear at the border—they cascade through supply chains and ultimately land in shopping carts and business ledgers across the United States.

This revelation comes at a critical moment when trade policy debates dominate political discourse, raising urgent questions about the true economic impact of protectionist measures on everyday Americans.

Decoding the 96% Reality

The analysis provides a stark breakdown of how tariff costs actually flow through the economy. Rather than foreign manufacturers slashing prices to maintain market share, the data shows importers pass nearly all costs forward to American buyers. This creates a direct line from policy decisions to consumer price increases.

The mechanism works through multiple channels:

  • Retail prices increase as importers maintain profit margins
  • Domestic producers raise prices knowing competitors face higher costs
  • Supply chain disruptions create additional overhead expenses
  • Reduced competition allows broader price inflation across sectors

What makes this finding particularly significant is its consistency across different product categories and time periods. The 96% figure represents a stable pattern rather than an anomaly, suggesting the economic principle holds regardless of which industries or trading partners are involved.

Policy Implications & NATO Context

The research carries profound implications for how policymakers approach trade negotiations and economic strategy. If tariffs effectively function as domestic tax increases, then their use as leverage in international negotiations requires careful reconsideration of who actually bears the cost.

The findings become even more complex when viewed through the lens of broader geopolitical strategy, including relationships with key allies like NATO partners. Trade policy doesn't exist in isolation—it shapes diplomatic relationships, alliance dynamics, and collective economic security.

When we impose tariffs, we're essentially taxing our own citizens to make a point to foreign governments.

This reality creates a tension between short-term political messaging about being "tough on trade" and the actual economic consequences for domestic constituencies. The analysis suggests that policy effectiveness must be measured not by intended targets but by real-world impacts on American families and businesses.

The Economic Mechanics of Cost Transfer

Understanding why American consumers pay 96% requires examining the price-setting mechanisms in modern global supply chains. When a tariff is imposed, it becomes part of the landed cost—the total expense of bringing goods to market. This cost enters the pricing equation at the most fundamental level.

Foreign exporters operate with their own cost structures and profit requirements. They cannot simply absorb significant tariff increases without jeopardizing their business model. Meanwhile, American importers—whether large retailers or small businesses—face the same economic pressures. They must cover their costs or cease operations.

The result is a predictable pass-through where tariff costs move through these layers and ultimately appear as higher prices. This isn't theoretical—it's observable in price data across affected product categories. The 96% figure represents the empirical reality of how trade policy costs distribute through the economy.

Looking Ahead

The analysis fundamentally reframes the tariff debate by putting a precise number on what economists have long suspected: trade barriers are paid by Americans. This 96% burden represents a significant transfer of wealth from consumers to the government through an indirect tax mechanism.

For future policy discussions, this data provides a crucial foundation for evaluating the true costs and benefits of protectionist measures. It suggests that trade policy transparency should include honest accounting of domestic impacts alongside any stated geopolitical objectives.

As debates continue over trade strategy, alliance relationships, and economic nationalism, this research offers a clear-eyed assessment: tariffs are not foreign-funded leverage tools but rather domestic fiscal policy with measurable consequences for American households and businesses.

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YouTube is reaching a 'tipping point' in convincing advertisers it really is TV
Technology

YouTube is reaching a 'tipping point' in convincing advertisers it really is TV

Mr Beast and Rob Gronkowski attended YouTube's 2025 Brandcast event, where it pitched an audience of ad buyers in New York City. Michael Loccisano/Getty Images YouTube's pitch for TV advertising budgets is paying off. New research shows agencies are increasingly including YouTube in their connected TV ad budgets. Ad buyers need to weigh YouTube's reach with content quality, ad experts said. YouTube is close to reaching a tipping point in TV advertising. Google has been coveting lucrative TV ad budgets for more than a decade. But despite stats showing that an increasing amount of YouTube viewing takes place on TV sets in the living room, its ad sellers faced a hurdle. Many advertisers and agencies classified YouTube as "online video" or "social media," treating it as a separate part of the media plan from TV. With TV ad spending expected to reach $167.4 billion globally in 2026, per ad giant WPP Media, these budget classifications were holding YouTube back from capturing a crucial segment of the ad market. Two new research studies released this month suggest those barriers are coming down. A survey of 288 media agency professionals in the US and UK, conducted by the video ad platform Pixability, found that 62% of US agencies and 85% of UK agencies plan to include YouTube in their connected-TV ad buys this year. In the same survey, 69% of US agencies and 80% of UK agencies predicted they would use YouTube for more connected-TV, or CTV, campaigns this year than last. A separate study, based on actual ad spending data from clients of the marketing firm Tinuiti, found that 67% of the US YouTube campaigns purchased on its platform in the fourth quarter of 2025 were attributed to TV screens. "We're very close to a tipping point where more traditional TV budgets start flowing to YouTube," Brian Binder, senior innovation and growth director at Tinuiti, told Business Insider. Live and kicking While YouTube has been the top streamer for over two years, brands are paying more attention to how the platform has evolved from primarily on-demand viewing to a live TV destination, Binder said. Take the September Chiefs vs. Chargers football game in São Paulo, which reached an average-minute audience of 19.7 million viewers across 230 countries, according to YouTube. That figure — a measure of how many people were watching the broadcast at any given minute — included 18.5 million viewers in the US, per the TV ratings firm Nielsen. YouTube said ad inventory for the game sold out within the first two weeks of opening sales to brands. Advertisers included Verizon, Inspire Brands, and the electric vehicle maker Lucid. And further down the line, YouTube has agreed to stream the Oscars, starting in 2029. "In this era of entertainment, YouTube is a brand's best bet for staying relevant," Google's president of Americas and global partners, Sean Downey, said in a statement to Business Insider. "YouTube has original content viewers love, the trusted creators who are driving culture forward, and the innovative ad solutions that deliver results advertisers can't find elsewhere." Digital ad platforms like Google, Amazon, and Meta covet TV advertising budgets because they represent prestige brand spending and cultural impact. TV ads are priced at a premium to traditional digital display ads because they offer full-screen real estate that is often watched to the end rather than skipped. Major events like the Super Bowl attract millions of dollars for just 30 seconds of airtime because they are one of the few mass-reach destinations where millions of people are watching at the same time, and there are only a finite number of spots available. The legacy structure of the ad buying market means advertisers often commit to TV ad buys upfront, which gives media companies greater revenue certainty, pricing power, and leverage in content and financial planning. Why YouTube's TV pitch still has cracks The YouTube-TV comparison isn't entirely apples-to-apples. Kate Scott-Dawkins, global head of business intelligence at WPP Media, said that while it's been common in the US and UK for advertisers to look at YouTube alongside CTV for some time, in other markets "traditional silos remain intact." And while YouTube is increasingly watched on the TV set, much of the user-generated content uploaded to the platform isn't made-for-TV quality. Lindsey Clay, CEO of the UK TV marketing body Thinkbox, told Business Insider that while YouTube wants TV's reputation — and many TV companies put their content on YouTube — the two media are "worlds apart" in important ways for advertisers. "TV is fully regulated, all content is pre-vetted by humans to ensure quality and safety for viewers and advertisers," Clay said. Plus, she added, "There are no scam ads on TV." Read the original article on Business Insider

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