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PARK USA Q2 2023: YouTube continues to dominate!


As the world’s first and leading kidSAFE+COPPA certified YouTube advertising platform, our goal is to understand families, children and their media consumption habits in great detail. 

To help Precise TV and our advertising partners understand the U.S. family market further, we partner with Giraffe Insights, a leading kids, youth and family research agency, to release custom reports covering the media consumption habits of U.S. children ages two and 12 – with additional insights from their parents.

According to the report, YouTube continues to dominate the video landscape for kids, with almost 9 out of 10 children surveyed revealing they consume YouTube content. Interestingly, 66% of these views occur on Connected TV’s. Respondents also recalled YouTube ads more than twice as much as broadcast TV ads, underlining the platform's effectiveness in capturing kids' attention.

The study also emphasizes the significant role of co-viewing in households, with 44% of families engaging in daily video content consumption together. Parents and children are actively involved in making purchase decisions based on the content they view. Popular co-viewed channels on YouTube include Blippi, Cocomelon and 5-Minute Crafts suggesting the influence of these channels on shared family experiences.

what percentage of kids watch YouTubeFurther insights include:

  • 7 in 10 kids have asked for a product they have seen advertised on TikTok.
  • 82% of parents plan to spend the same or more on gifts this holiday season.
  • LEGO tops brand awareness and 57% of families surveyed own LEGO toys.

As we approach the holiday season, it is crucial for advertisers and marketers to understand the evolving preferences and behaviours of young consumers. The Precise Advertiser Report: Kids (PARK) offers valuable insights into the impact of video platforms, co-viewing habits, and brand preferences on kids' purchasing decisions. With YouTube's dominance, the rise of YouTube Shorts, the influence of TikTok, and the popularity of certain brands, advertisers can leverage these trends to create engaging and impactful campaigns that resonate with young audiences, ultimately shaping their holiday shopping experiences.

To learn more about U.S. children and their families, where they consume media and how to reach them with your brand, download the report for free, here. 

Topics: coppa, kids advertising, youtube, advertising, tiktok, youtube kids, Connected TV, report