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The complete picture of video consumption for US kids aged 2-12 in 2023

The report, created in association with Giraffe Insights, reveals that 90% of children between the ages of two and 12 consume YouTube content, with connected TV viewership driving YouTube’s popularity amongst kids;  

Meanwhile, TikTok is emerging as a performance marketing platform with more than 50% of kids asking to buy something they have seen advertised on TikTok

Further insights include:

  • 4 in 10 kids who watch YouTube also watch YouTube shorts
  • 7 in 10 parents say their child has asked for something from a commercial they have seen while co-viewing
  • 1 in 10 parents have bought something from a QR code 
  • LEGO tops brand awareness and 66% of families surveyed own LEGO toys
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