YouTube Dominates US Kids' Attention, Driving Brand Awareness and Purchases
YouTube Kids has solidified its position as the dominant platform for family attention in the US, with a staggering 78% of Gen Alpha children aged 2 to 12 using it. The video-sharing site is also the favorite across every age group, with 82% of 6-9 year olds choosing it as their top platform.
Lego stands out as the clear favorite brand among US kids, topping both awareness and affection. Meanwhile, MrBeast has emerged as the most trusted solo-viewed channel among 6-12 year olds. YouTube Kids has also become the primary place kids discover new movies, with 44% of 6-9 year olds first hearing about them there.
Parents are also active on YouTube Kids while co-viewing with their children. Nine in ten parents admit to checking emails, shopping, or scrolling social media during these sessions. Nearly half of kids co-view YouTube Kids with their parents, and 77% of parents say their child has asked for a product while watching together. YouTube Kids eclipses other platforms like VoD services, phone/tablet games, and TikTok in usage among 2-12 year olds.
The Precise Advertiser Report: Kids (PARK) from Precise TV offers valuable insights to help advertisers allocate budgets effectively in this dynamic landscape. As YouTube Kids continues to dominate, understanding its influence on kids and families is crucial for brands looking to connect with this audience.
