Australia’s only family attention & burchase behaviour study is here

Report provides unprecedented insights into the viewership, advertising recall and purchase intent of parents and kids aged 2-12 across platforms and devices;

YouTube co-viewing has increased 48% year-over-year, with families two times more likely to recall an ad when co-viewing on YouTube

We are excited to announce our second-ever Precise Advertiser Report: Kids (PARK) for Australia, revealing key intelligence for advertisers aiming to drive sales with social video advertising. 

The PARK AUS report shows that YouTube dominates most categories in terms of viewership and performance, with nearly 9 in 10 kids surveyed saying they consume YouTube content and 56% of those views happening co-viewed with parents on connected TV (CTV) (up from 45% in 2023, equalling an impressive 24% YoY increase). This is important because families are two times more likely to recall an ad when co-viewing on YouTube. Further, here’s a glimpse of the report findings which show the shows and channels kids like to watch on YouTube, with Australian-owned IP, The Wiggles, making the top10.

Download the PARK AUS report here. This year's survey also highlights the deep interest kids have in gaming, in particular mobile and tablet gaming apps. Notable stats about gaming and purchase behavior are below. 

• 52% of kids have consumed content via playing games on a phone or tablet and 25% say they remember seeing ads within the game play. 
• 47% of parents are buying toys for their kids at least once a month
• 59% of kids ages 2-12 make wish lists at least 3 months before Christmas. 

“Australian children and their parents are increasingly turning to social video to watch content we once associated with a more traditional television view,” Said Sean Sparks, Managing Director, Australia and New Zealand. “The fact the report has uncovered a 48% year-over-year growth within YouTube co-viewing helps prove the power of this platform and how children want to view content in 2024.” 

The report dives deep into the specific popular content kids are watching across platforms, household purchase trends and much more. Download the report here. Or contact us to see how we can use the findings of the report to supercharge your video campaigns.