Precisify's latest report reveals: YouTube Beats Netflix for TV Viewership with Gen A

YouTube has officially taken the lead over Netflix in TV viewership in the U.S. and it's not just about entertainment – it’s influencing what families buy. According to our latest kids media consumption habits report, YouTube impressions are turning into real household purchasing decisions, especially among parents and kids aged 2 to 12 (aka Generation Alpha).

The power of YouTube in the living room

Christian Dankl, Co-Founder and Co-CEO of Precisify, highlights the shift: “TV has surpassed mobile and desktop as the primary way people watch YouTube in the U.S. With YouTube generating more TV impressions than Netflix, Prime Video, Hulu, and Disney+, it’s clear why marketers are focusing their media budgets here.”

So, what does this mean for advertisers? Simply put, YouTube isn’t just where families are watching – it’s where they’re shopping, too.

75% of kids ask for products while watching YouTube with parents

The report finds that 75% of kids ask for products they see in YouTube ads while co-viewing with their parents.

For advertisers, this is a golden opportunity. Family-friendly messaging and ads that appeal to both kids and parents can turn these moments into actual sales. It’s not just about showing a product – it’s about making it part of a shared experience.

Gaming and creativity rule on YouTube

YouTube dominates kids’ entertainment, but their preferences shift as they grow. Here’s what’s trending:

• Ages 2-5: Cartoons (63%) and nursery rhymes (40%) are the favorites.
• Ages 6-9: Gaming takes over for boys (42%), while toys & games content remains popular (50%).
• Ages 10-12: Gaming spikes to 57% for boys, while girls dive into music (47%), arts & crafts (30%), and fashion & makeup (25%). Comedy and entertainment also gain traction (40%).

Interestingly, nearly 50% of kids use a second screen while watching YouTube, often playing on a mobile device or console. This means advertisers have a chance to create multi-platform campaigns that keep kids engaged across different screens.

The Rise of YouTube Shorts – 32% Year-Over-Year Growth

Long-form content might rule the TV screen, but YouTube Shorts is rapidly gaining ground. With a 32% year-over-year growth, Shorts has become a prime spot for snackable, vertical video ads.

• Short-form videos match kids’ quick-scrolling habits and short attention spans.
• Interactive features like swipe-ups and polls can boost engagement.
• Shorts can tease longer content, guiding viewers into a deeper content journey.

As Denis Crushell, Chief Commercial Officer at Precisify, puts it: “YouTube Shorts is emerging as a powerful performance channel, and its rapid growth suggests it will only become more prominent for marketers.”

YouTube is more than just entertainment

For families, YouTube is the go-to platform for entertainment, learning, and even shopping inspiration. For brands, it’s a goldmine of advertising potential. From TV screens to Shorts, YouTube offers multiple touchpoints to capture audience attention and drive purchases.

Want more insights? Precisify Insights: Kids, dives even deeper into what kids and parents are watching and buying, when and why. Download it here.