The Euler product encodes unique factorization of natural numbers. A generalization of the zeta function exist for number fields and in that situation the Euler product there encodes the unique factorization of ideals.
Euler's debut was the solution of the Basel problem - he in fact evaluated the zeta function at even values. Euler proved the divergence of $\sum\frac{1}{p}$ using the Euler product in 1737, which was the first genuinely new proof that there are infinitely many primes in decades. He never (explicitly?) analytically continued the function.
Dirichlet proved that there are infinitely many primes in arithmetic progressions in 1837 as well as the class number formula using a version of the zeta function that has a periodic phase in the numerator, both of which require analytic continuation.
Riemann of course studied the function in much more depth, derived its functional equation and published On the Number of Primes Less Than a Given Magnitude in 1859 which insight into prime numbers and led to the proof of the prime number theorem.
A lot of difficult results in number theory have been strengthened on the assumption of the Riemann hypothesis, and there have been many many deep results proved using techniques related to zeta functions. So there is clearly something interesting going on there.
Good read: https://terrytao.wordpress.com/2009/09/24/the-prime-number-theorem-in-arithmetic-progressions-and-dueling-conspiracies/
and http://www.dpmms.cam.ac.uk/~wtg10/zetafunction.ps tries to motivate it from "you could have discovered zeta" point of view.
http://www.math.harvard.edu/~elkies/M229.09/index.html
- February 8: psi.pdf: Complex analysis enters the picture via the contour integral formula for \psi(x) and similar sums

