Stat: YouTube is the number one place for Gen Alpha to see ads

US – For a new report published in February 2024, Precise TV and Giraffe Insights surveyed 2,000 US-based kids aged 2–12 and their parents to analyse their video consumption habits. YouTube (81%) remains the top-watched platform for Gen Alpha, before video on demand (66%) and mobile or tablet games (55%). YouTube also provides more than twice the ad recall of other platforms.

Short-form platforms are also gaining popularity and relevance for advertisers targeting Gen Alpha. Some 14% of kids say the best commercials are on TikTok, while 10% say the same about YouTube Shorts. The report claims that 25% of kids have bought something they have seen after watching YouTube Shorts.

Pester power (the ability of children to pressure their parents into buying them products) continues to play a significant role in purchasing decisions. Wish lists and a child’s reaction to ads when co-viewed with a parent greatly impact purchasing decisions.

For more insights on Gen Alpha, join our Generations: Now and Next 2024–2025 webinar on 19 March 2024 from 2:00pm to 3:00pm GMT.