O YouTube not only was it established but the children’s first stop when it comes to enjoying “Peppa Pig”, but it’s also the leading platform that influences its marketss, as a new report shows.
The “Precise Advertiser Report: Kids” from research and TV firm Giraffe Insights confirms what many parents already know: YouTube is the number one place kids consume media.
Specifically, the report found that 81% of children had recently attended YouTubedominating video on demand (62%), video games (45%), the TikTok (44%), television broadcasting (39%) and others.
Additionally, when Precise TV asked kids where their favorite content is, YouTube’s popularity increased by 30%, while paid streaming decreased by 53% and free on-demand videos like Pluto TV, Tubi and Crackle dropped by 40% compared to last year’s survey.
Precise is a London-based agency that helps advertisers target children on YouTube in compliance with COPPA, the Children’s Privacy Act. The 38-page report surveyed 3,000 families with children ages 2 to 12 online about their media consumption habits and advertising preferences.
Since children are the main influencer of what parents buy for them, the report also finds that YouTube is better than other platforms at driving children’s purchasing behavior.
Main conclusions
Some of main conclusions from the report:
- O 31% of kids say Google’s video platform has the best adsfollowed by TV (18%), TikTok (15%), YouTube Shorts (14%) and ad-supported video on demand (12%).
- They are twice as likely (53%) to remember ads on YouTube compared to TikTok (24%) and TV (23%), and twice as likely to discover new games and order something they saw advertised on YouTube compared to TV.
- Additionally, more than half of children regularly watch YouTube with their parents or family members.
60% of parents said they are more likely to buy a product they see advertised when they watch it with their kids, and 18% of parents buy things for their kids after watching them on YouTube.
These are all reasons why Hollywood traditionalists are worried about YouTube. It’s also one reason why advertisers can’t ignore YouTube.
Source: Business Insider