Precise TV’s bi-annual gen alpha media report is back! Precise Advertise Report – Kids, Summer edition, highlights the media consumption habits of US kids aged 2-12 covering topics such as YouTube, Shorts and CTV consumption, co-viewing and mobile app gaming.
One huge call out is a major shift in where kids report watching their “favorite content,” with a significant number of kids preferring YouTube over streaming or traditional TV platforms. Analysis of PARK year-on-year data shows YouTube seeing a 30% increase in kids. Both paid and free VOD services saw significant declines – down 53% and 40% respectively.
PARK also reveals insight into the growing trend of mobile and tablet gaming among Gen Alpha. It highlights their preferences for game types such as building, fashion and adventure, and underscores how in-game advertising is becoming an increasingly important strategy for digital marketers. A sampling of report findings includes:
- Gaming is the third most popular media consumption platform for kids, behind only YouTube and VOD apps.
- Nearly 6 in 10 kids play mobile or tablet games, with 45% playing video games.
- More than a fifth of kids remember seeing ads when they are mobile gaming, with Toy and game ads being the most recalled ad categories
We all know YouTube has established itself as a powerhouse in driving purchase power, surpassing other forms of media due to its high ad recall and influence on Gen Alpha consumer behavior. But a sampling of report findings show this isn’t slowing down:
- YouTube delivers 2.3x greater ad recall compared to broadcast TV and 2.6x greater than video-on-demand.
- 53% of kids recalling ads on YouTube more than any other platform.
- More than 20% of parents are inspired by YouTube to buy things for their children.
- 60% parents agree that they are more likely to purchase a product they saw advertised when co-viewing with their child.
A final important call out has to go to holiday shopping and wish list creation. 9 in 10 kids create wish lists and 35% of this set are writing them 3 or more months before December. Something toy brands absolutely need to consider when planning for Q3.
PARK goes further, looking at specific popular content kids are watching across platforms and household purchase trends
Download the report here .
Or contact us to see how we can use the report findings to supercharge your campaigns.
