YouTube remains the main way kids aged 2-12 are accessing video content

YouTube dominates most categories in terms of viewership and performance, with nine in ten kids saying they consume YouTube content, according to the “Precise Advertiser Report: Kids” report from Precise TV and Giraffe Insights. Moreover, 84% of kids aged 2-12 say YouTube is the main way they consume video content, and 40% of kids spend up to 2 hours a day on the platform.

The report notes that kids are increasingly choosing YouTube because it has their favorite content and is part of their daily routine. The way kids access the platform varies, but YouTube is increasingly being watched by kids on a connected TV. In fact, in the fourth quarter of 2022, 49% of surveyed used a connected TV to watch YouTube content on broadcast, while 28% chose a regular TV, and 20% opted for portable devices. On SVOD, the figure rises to 52% on connected TV and 30% on portable devices.

At the same time, a new trend emerging is TikTok as a performance channel, with the study revealing more than 50% of kids have bought or asked for something they have seen advertised on this platform. Furthermore, almost half of kids remember seeing an ad on YouTube, but TikTok is stealing what the study defines as “recalled moments.”

“These findings suggest that TikTok has more reach with kids in the United States than Instagram and Snapchat combined, but YouTube is still winning overall attention thanks to its prominent role as the top video platform families enjoy on their connected televisions,”  noted Christian Dankl, Co-Founder and Chairman of Precise TV. “The report also reveals critical insights such as YouTube commercials still being kids’ favorite, while uncovering new findings such as TikTok ads gaining popularity and driving a lot of household purchases,”  Dankl added.

The “Precise Advertiser Report: Kids” report surveyed 2.000 families in the United States, including children and their parents. The research explores the key media platforms and content kids are watching and therefore, where is best to reach and engage them.