Family Co-Viewing On A Daily Basis At 44% Kids' Top Platform Is YouTube

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Family Co-Viewing On A Daily Basis At 44%, Kids' Top Platform Is YouTube

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Daily family TV/video co-viewing remained virtually the same in the fourth quarter of 2023 versus the year before at 44%, according to parents who responded to a survey from Precise TV, a YouTube advertising platform using contextual intelligence for video campaigns.

Daily family TV/video co-viewing was 45% in the year-before period. 

Another 41% of parents said they co-viewed with their children “several times a week,” compared to 40% the year before. 

More specifically, in the survey nearly half of all kids reported that they co-view on YouTube. More broadly, 70% say they watch with their parents on connected TV devices.

The biggest platform for kids viewing by far is YouTube. Viewers ages 2-12 watch 106 minutes a day on YouTube, with 81% consuming content on YouTube, 66% on video-on-demand platforms, 55% on mobile/tablet games and 44% on video gaming.

YouTube is also tops in ad recall. According to research, the Google-owned ad-supported video platform provides more than two times the ad recall (51%) compared to other platforms. 

The next-highest ad recall comes from playing a game on a phone/tablet (21%), while a TV commercial from a video-on-demand platform comes in at 20%, YouTube Shorts is at 19% and and TikTok at19%.

Ad recall from co-viewing family sessions has grown now to where 80% of parents say their child asked from them for something they have seen on a TV-video commercial while co-viewing.

Moving down the purchasing funnel, nearly 60% of parents say they are more likely to purchase a product they have seen while co-viewing their children.

Research from Precise TV, in partnership with Giraffe Insights, surveyed 2,000 kids ages 2-12 and their parents.

 

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February 28, 2024 at 08:55AM