YouTube has become the dominant media platform for UK families, especially among the next generation of consumers and now brands finally have the data to prove it.
Precise TV has just released the first-ever UK edition of its Precise Advertiser Report: Kids (PARK), offering an in-depth look at the media habits and purchase-driving behaviours of parents and children aged 2 to 12 (Gen Alpha).
The report reveals a significant insight for marketers: 72% of UK children aged 2-12 prefer YouTube over platforms like TikTok, Instagram, and even traditional broadcast TV. That number rises to 78% among 10–12 year-olds, with most of that viewing happening on mobile, 57% on phones and 56% on tablets.
“YouTube’s dominance in UK households is reshaping how families discover and buy products,” said Christian Dankl, Co-Founder and Co-CEO of Precise TV. “But until now, marketers had no reliable visibility into this critical demographic. PARK changes that.”
Built on a dual-audience, COPPA-compliant panel, the PARK data feeds into Precise TV’s PACE platform, the first AI-powered, privacy-safe solution for targeting and measuring under-18 audiences with precision.
Among the report’s standout findings: 35% of UK parents say their most recent child-related purchase was influenced by a YouTube ad. And it’s not just about exposure, YouTube also topped the charts for ad recall and co-viewing impact, with 76% of parents reporting that their child asked for something after watching content together.
Video isn’t the only game in town: children are also spending an average of 82 minutes daily on mobile games, particularly puzzle, animal and educational formats. In-game video ads offer another high-engagement opportunity, with many kids opting to watch ads to unlock game features, creating a compelling reward-based advertising environment.
PARK also highlights the range of content kids consume: cartoons remain king, but toy reviews, gaming content and educational videos rank close behind. And more importantly, kids are influencing household decisions well beyond the toy aisle, impacting choices on food, travel, fashion, and entertainment.
“At a time when every media pound counts, PARK UK gives brands the clarity they need to invest wisely,” said Denis Crushell, CCO of Precise TV. “This is the roadmap for smarter, safer, more effective campaigns.”
👉 Download the full report here