A new Precise Advertiser Report: Kids reveals that YouTube is the dominant media platform for U.S. children, with its ad effectiveness now so powerful it directly influences household purchasing decisions.
Recall roars back: Ad recall on the platform has soared, with traditional video ads seeing a jump from 53% to 76% recall among kids in the last year. The real story is on YouTube Shorts, where ad recall more than doubled to 54%, and nearly half of parents trace their latest child-related purchase directly to a YouTube ad.
The short-form shuffle: The platform is also successfully chipping away at its biggest rival. While YouTube Shorts usage jumped 14% year-over-year among kids, TikTok’s appeal to the same demographic appeared to wane, with usage falling slightly. "YouTube has become the beating heart of family attention in the US," said Christian Dankl, Co-Founder and Co-CEO of Precise TV.
For brands targeting families, YouTube is no longer just a top-of-funnel channel for awareness; it has become a powerful engine for direct sales conversion, driven by "pester power." Elsewhere, a separate report showed that teen boys are now more likely to purchase products after seeing an ad on YouTube Shorts than their female counterparts are.
