YouTube has officially taken the lead over Netflix in TV viewership in the U.S. and it's not just about entertainment – it’s influencing what families buy. According to our latest kids media consumption habits report, YouTube impressions are turning into real household purchasing decisions, especially among parents and kids aged 2 to 12 (aka Generation Alpha).
The power of YouTube in the living room
Christian Dankl, Co-Founder and Co-CEO of Precise TV, highlights the shift: “TV has surpassed mobile and desktop as the primary way people watch YouTube in the U.S. With YouTube generating more TV impressions than Netflix, Prime Video, Hulu, and Disney+, it’s clear why marketers are focusing their media budgets here.”
So, what does this mean for advertisers? Simply put, YouTube isn’t just where families are watching – it’s where they’re shopping, too.
75% of kids ask for products while watching YouTube with parents
The report finds that 75% of kids ask for products they see in YouTube ads while co-viewing with their parents.
For advertisers, this is a golden opportunity. Family-friendly messaging and ads that appeal to both kids and parents can turn these moments into actual sales. It’s not just about showing a product – it’s about making it part of a shared experience.
Gaming and creativity rule on YouTube
YouTube dominates kids’ entertainment, but their preferences shift as they grow. Here’s what’s trending:
- Ages 2-5: Cartoons (63%) and nursery rhymes (40%) are the favorites.
- Ages 6-9: Gaming takes over for boys (42%), while toys & games content remains popular (50%).
- Ages 10-12: Gaming spikes to 57% for boys, while girls dive into music (47%), arts & crafts (30%), and fashion & makeup (25%). Comedy and entertainment also gain traction (40%).
Interestingly, nearly 50% of kids use a second screen while watching YouTube, often playing on a mobile device or console. This means advertisers have a chance to create multi-platform campaigns that keep kids engaged across different screens.
The Rise of YouTube Shorts – 32% Year-Over-Year Growth
Long-form content might rule the TV screen, but YouTube Shorts is rapidly gaining ground. With a 32% year-over-year growth, Shorts has become a prime spot for snackable, vertical video ads.
- Short-form videos match kids’ quick-scrolling habits and short attention spans.
- Interactive features like swipe-ups and polls can boost engagement.
- Shorts can tease longer content, guiding viewers into a deeper content journey.
As Denis Crushell, Chief Commercial Officer at Precise TV, puts it: “YouTube Shorts is emerging as a powerful performance channel, and its rapid growth suggests it will only become more prominent for marketers.”
YouTube is more than just entertainment
For families, YouTube is the go-to platform for entertainment, learning, and even shopping inspiration. For brands, it’s a goldmine of advertising potential. From TV screens to Shorts, YouTube offers multiple touchpoints to capture audience attention and drive purchases.
Want more insights? The full Precise advertiser report for kids, dives even deeper into what kids and parents are watching and buying, when and why. Download it here.
