YouTube is still the favoured content platform for pre-teen children, despite TikTok’s recent surge in popularity.
The latest “Precise Advertiser Report” published by Precise TV found that kids use YouTube much more frequently to watch videos.
When asked what platforms they had logged on to recently to consume content, 86% of the 2,000 children surveyed cited YouTube.
In contrast, just 38% said they had used TikTok for the same purpose.
YouTube also came out on top as kids’ favourite social media app overall, with 43% of the vote.
TikTok was second with 21%, followed by Facebook (19%), Instagram (10%) and Snapchat (4%).
Many of these platforms offer streamlined versions and more limited content discovery tools for people aged under 13.
While social media usage for kids is now common, it’s no surprise that parents are at least hesitant about online activity.
TikTok is the platform parents said they are most worried about their children using, with 49% of the vote.
Concerns about YouTube were slightly lower, at 34%.
The survey also found that brands are now inclined to shift their traditional ad budgets to social media to engage audiences and drive key business metrics such as revenue.
Precise co-founder Christian Dankl added: “For advertisers marketing to families, it’s now table stakes to have an advanced, contextual, video-level digital ad-targeting strategy.”
Other popular platforms children use for viewing content include video-on-demand services like Netflix.
Perhaps surprisingly, 30% also said they regularly listen to shows on the radio.
Print media (9%) such as magazines are much less popular, though.
