New Data Shows YouTube Leads the Way in Influencing Kids’ Purchases

A new report has revealed that YouTube has become the go-to destination for children seeking their favorite shows like “Peppa Pig” as well as the leading platform influencing their buying decisions.

The study by Precise TV and Giraffe Insights, detailed in the “Precise Advertiser Report: Kids,” highlights a common observation among parents: YouTube is the primary platform where children consume media.

The report revealed that 81% of children have recently watched YouTube, exceeding other entertainment sources like video on demand with 62%, video games with 45%, TikTok with 44%, and broadcast TV with 39%. This data highlights YouTube’s dominating influence in the children’s media consumption space.

The survey found a significant shift in children’s media preferences. YouTube’s popularity soared by 30% as the go-to source for favorite content, while paid streaming services experienced a 53% decline. Free video-on-demand platforms like Pluto TV, Tubi, and Crackle also saw their viewership drop by 40% compared to the previous year. This data highlights YouTube’s growing appeal among young audiences.

The Precise agency, which is based in London, specializes in child-compliant YouTube advertising under COPPA guidelines. This 38-page report surveyed 3,000 families with children ages 2 to 12, looking into their media consumption patterns and preferences for advertisements.

The report highlights YouTube’s dominating ability to influence children’s purchasing decisions and emphasizes that kids are the primary drivers of parental buying choices. Compared to other platforms, YouTube shines in shaping the purchasing behavior of young audiences.

When it comes to YouTube’s dominance in children’s advertising, the report reveals several key insights. It shows that 31% of kids rate YouTube as having the best commercials, outpacing broadcast TV, which comes in at 18%, TikTok at 15%, YouTube Shorts at 14%, and ad-supported video on demand at 12%.

Additionally, children are over twice as likely to remember ads on YouTube (53%) compared to TikTok (24%) and broadcast TV (23%). They are also twice as likely to come across new toys and request products advertised on YouTube in contrast to those seen on broadcast TV. Over half of the children also regularly watch YouTube with a parent or family member, and 60% of parents are more inclined to purchase a product they see advertised while co-viewing with their child. Moreover, 18% of parents report buying items for their kids after viewing them on YouTube.