Despite the incredible popularity of TikTok, a new survey shows it has a ways to go among American kids under 12 before it becomes the ultimate fan favorite.
The latest “U.S. Precise Advertiser Report: Kids” (PARK) research from contextual video intelligence company Precise TV has found that 9 out of 10 kids access content on YouTube versus 4 in 10 for TikTok.
The online survey aggregated responses from 2,000 kids age 2-12 in the U.S. to better understand trends in the content consumption of young audiences and improve how best to engage with them across media platforms.
When asked how they recently consumed content, 86% of those surveyed cited YouTube, followed by 63% who said video on demand, 50% who said gaming and 38% who said TikTok.
Despite TikTok’s risein popularity over the last year, YouTube came out on top. When asked which app they favored most over all other social media apps, 43% of kids said YouTube, while just 21% favored TikTok.
The app provides a version to kids under 13, with limitatins on aspects including sharing videos or personal data.
And the same can be said for parents. When asked which platforms they worry about their kids using, 49% of parents cited TikTok. Just 34% cited YouTube.
The PARK survey was conducted by Giraffe Insights, a global research agency that focuses on youth and family audiences.
“These findings support a trend we’re experiencing, where brands are shifting TV dollars to social video to grab household attention and drive business outcomes,” said Christian Dankl, Precise TV co-founder and chairman. “For advertisers marketing to families, it’s now table stakes to have an advanced, contextual, video-level digital ad-targeting strategy.”
