Australia’s Only Family Attention & Purchase Behavior Study Releases Latest Findings:
YouTube Dominates GenAlpha Attention, YouTube Co-viewing on CTV is Skyrocketing
Report provides unprecedented insights into the viewership, advertising recall and purchase intent of parents and kids aged 2-12 across platforms and devices;
YouTube co-viewing has increased 48% year-over-year, with families two times more likely to recall an ad when co-viewing on YouTube
NEW YORK, LONDON and SYDNEY – July 24, 2024 – Precise TV, the contextual video company driving business outcomes for brands, today announced its second-ever Precise Advertiser Report: Kids (PARK) for Australia, revealing key intelligence for advertisers aiming to drive sales with social video advertising.
The PARK AUS report shows that YouTube dominates most categories in terms of viewership and performance, with nearly 9 in 10 kids surveyed saying they consume YouTube content and 56% of those views happening co-viewed with parents on connected TV (CTV) (up from 45% in 2023, equalling an impressive 24% YoY increase). This is important because families are two times more likely to recall an ad when co-viewing on YouTube. Further, here’s a glimpse of the report findings which show the shows and channels kids like to watch on YouTube, with Australian-owned IP, The Wiggles, making the top10.
Interested parties can download the PARK AUS report here. This year's survey also highlights the deep interest kids have in gaming, in particular mobile and tablet gaming apps. Notable stats about gaming and purchase behavior are below.
- 52% of kids have consumed content via playing games on a phone or tablet and 25% say they remember seeing ads within the game play.
- 47% of parents are buying toys for their kids at least once a month
- 59% of kids ages 2-12 make wish lists at least 3 months before Christmas.
“Australian children and their parents are increasingly turning to social video to watch content we once associated with a more traditional television view,” Said Sean Sparks, Managing Director, Australia and New Zealand. “The fact the report has uncovered a 48% year-over-year growth within YouTube co-viewing helps prove the power of this platform and how children want to view content in 2024.”
For eight years, Precise TV Australia has experienced significant growth with advertisers looking to drive stronger business outcomes through video-level ad targeting. The interest began with kids, pharmaceutical and consumer goods companies, and has now expanded to include automotive companies and travel destinations looking to drive sales. As of late, Precise TV is experiencing an influx of interest from Fast-Moving Consumer Goods (FMCG) & Quick Service Restaurants (QSR) advertisers looking to influence quick buying decisions of families.
About Precise TV
Founded in 2015, Precise TV is the world’s first and leading KidSafe COPPA certified YouTube advertising platform. The award-winning contextual intelligence platform leverages a combination of proprietary machine learning models to connect brands to the video moments that matter across YouTube, Facebook, TikTok, mobile app gaming and connected TV, driving lower funnel business outcomes for advertisers looking to limit media wastage. With offices in London, Sydney, New York, Sarasota and San Francisco, Precise TV is Trustworthy Accountability Group (TAG) certified, and was named a 2022 and 2023 Google Premier Partner after meeting the rigorous requirements of the recently revamped Google Partners program. For more information, visit: https://www.precise.tv/.
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