A. Guttmann
Research Lead covering media
Children and media in the U.S. - statistics & facts
In the digital age, the race for children's attention is fiercer than ever, with YouTube and TikTok emerging as the dominant forces in shaping young minds. These platforms have become virtual playgrounds, captivating audiences and redefining how the younger generation consumes content. Digital platforms are the principal sources of entertainment and traditional media are becoming less popular.
The trend of online video platforms’ popularity extends to teenagers as well, with 82 percent of responding teens reporting recent use of YouTube and 65 percent saying the same about TikTok. These findings collectively underscore the significant role of video sharing in shaping the digital media consumption habits of young audiences in the United States.
The influence extends to teenagers as well, with 11 percent of parents reporting that YouTube ads led them to buy products for their 13-to-17-year-old children. TikTok also plays a significant role in this landscape, ranking third in ad exposure for younger children and second in influencing teenage-related purchases. These findings underscore the need for parents to be aware of the advertising content their children are exposed to on digital platforms, particularly YouTube, which appears to have the most substantial impact across different age groups.
In the digital age, entertainment has found a new frontier: the screens of our children. As young minds navigate the vast landscape of online content, they are encountering a slew of marketing messages, with video sharing platforms standing out above the rest. YouTube has become the epicenter of media time for America's youth, leaving traditional sources and even other popular social platforms in its wake.
YouTube dominates kids' screen time
YouTube has emerged as the dominant platform for children's content consumption in the United States, according to recent surveys. Among children aged two to 12, YouTube was the most frequently mentioned platform, with 81 percent of respondents indicating they had recently watched content on the site. This popularity is reflected in the amount of time children spend on the platform, with an average of one hour and 48 minutes per day dedicated to YouTube viewing. In comparison, TikTok, garnered 44 percent of responses from children who reported watching it lately, with an average daily viewing time of one hour and 34 minutes.The trend of online video platforms’ popularity extends to teenagers as well, with 82 percent of responding teens reporting recent use of YouTube and 65 percent saying the same about TikTok. These findings collectively underscore the significant role of video sharing in shaping the digital media consumption habits of young audiences in the United States.
Advertising exposure is inseparable from screen time
Recent surveys among U.S. children and their parents show that it is best to find them on the digital video sharing platforms. In May 2024, 53 percent of children aged two to 12 reported seeing ads on YouTube, significantly outpacing other platforms like TikTok and traditional media such as broadcast TV. This high exposure is translating into real-world impact, with 16 percent of children in the same age group asking their parents to purchase products after seeing YouTube commercials.The influence extends to teenagers as well, with 11 percent of parents reporting that YouTube ads led them to buy products for their 13-to-17-year-old children. TikTok also plays a significant role in this landscape, ranking third in ad exposure for younger children and second in influencing teenage-related purchases. These findings underscore the need for parents to be aware of the advertising content their children are exposed to on digital platforms, particularly YouTube, which appears to have the most substantial impact across different age groups.
In the digital age, entertainment has found a new frontier: the screens of our children. As young minds navigate the vast landscape of online content, they are encountering a slew of marketing messages, with video sharing platforms standing out above the rest. YouTube has become the epicenter of media time for America's youth, leaving traditional sources and even other popular social platforms in its wake.
