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New Gen Alpha research from the latest Precisify Insights: Kids US report reveals YouTube reaches 75% of kids, leads influencer views and continues to carry strong influence on parents purchasing decisions.
Our latest proprietary research explores the media consumption habits of 2,000 kids aged 2-12 and their parents in the US, including where best to reach and engage with them. With 75% of Gen Alpha watching YouTube as of 2026 and that attention rising to 80% for the 10–12 age group specifically, the impact of the platform can no longer be ignored!
“We understand the true demographics behind what Gen Alpha audiences consume. These findings reveal where Gen Alpha’s attention really lives, how kids influence parents, and which platforms drive real outcomes, not just views. For brands and agencies, this is a roadmap to zero-waste precision in reaching American families.”
- Denis Crushell, CCO Precisify
Family viewing on YouTube leads the way for conversion
The report reveals co-viewing of YouTube is prominent in US family living rooms, with 55% of parents saying they watch with their child and 77% having experienced pester power during this shared time. With ad recall highest on YouTube for this age group and their parents, it’s no surprise that the platform prompts half of parents to make specific purchase decisions for their kids.
Kids turn to YouTube to watch Influencer content
As influencer content becomes a more dominant force in the already fragmented media landscape, it’s important to know where attention lives for this type of content. When we asked kids aged 10-12 where they prefer to watch their favorite creators' videos, the leading response was YouTube over TikTok across age groups and genders. Insights also show this content is a popular second-screening activity and leads to purchase requests for 80% of kids.
Further findings from the report:
- Almost 50% of kids watch YouTube or are gaming when watching TV
- Over 70% of kids remember ads on YouTube
- Kids and parents in the US have shared interests in toy brands and collectibles
To find out more about this highly engaged audience and discover how to reach them on their favorite content at the most impactful time, download the new report here.
Get in touch to learn how to drive success for your video, mobile gaming and influencer campaigns in a COPPA compliant, brand safe way.