Report: YouTube dominates attention, ad recall in UK Families
May 15, 2025
Precise TV, the contextual video ad tech platform driving business outcomes for brands, has released its first UK edition of its Precise Advertiser Report: Kids (PARK). The report explores the media consumption habits, content preferences, and purchase-driving behaviours of parents and their children aged 2 to 12 years old (Generation Alpha).
“YouTube’s dominance in UK households is reshaping how families discover and buy products — but until now, most marketers have had zero visibility into this critical demographic,” said Christian Dankl, Co-Founder and Co-CEO of Precise TV. “Legacy measurement providers simply don’t capture the real-world attention and behaviors of parents and their children. Our dual-audience COPPA-compliant panel changes that, powering our PACE product to offer agencies and brands an unprecedented window into what kids are watching, how they’re watching it, and how those moments drive actual household purchases.”
The PARK findings serve as a critical underlying layer of data for PACE (Precise Audience Content Evaluator), the first AI-driven and COPPA-compliant video advertising solution for audience targeting and measurement for under-18 demographics.
Key Findings from PARK UK
YouTube is the #1 platform with kids in the UK
An overwhelming majority (72 per cent) of children aged 2-12 prefer YouTube above all other platforms, surpassing TikTok, Instagram and traditional broadcast TV. That figure jumps to 78 per cent for kids aged 10-12. Device use skews heavily toward mobile, with 57 per cent watching on phones and 56 per cent on tablets.
Mobile gaming rivals video in screen time
Kids spend an average of 82 minutes per day playing mobile games, with puzzle, educational, and animal-themed games ranking highest in popularity. A majority of gameplay happens solo, but kids also encounter video ads within games — many of which they actively engage with to unlock content. This format creates a powerful opportunity for brands to drive engagement and conversion in an immersive, reward-driven context.
35% of parents say their most recent child-related purchase was driven by a YouTube ad
The influence of YouTube advertising isn’t just theoretical. More than a third of UK parents confirmed they bought something for their child after seeing it advertised on the platform.
YouTube leads in ad recall and co-viewing impact
YouTube scored highest for ad recall among kids, reinforcing its value as a top-of-funnel platform. Co-viewing also plays a significant role, with 76 per cent of parents reporting that their child has asked for a product they saw during a shared viewing moment.
Kids’ interests are evolving, but cartoons, games, and educational content dominate
While cartoons remain the most-watched genre on YouTube, kids also consume significant amounts of toy reviews, gaming content, and educational videos. Here’s further breakdown:
Kids influence every major family purchase
From clothes and restaurants to holidays and entertainment, Gen Alpha has sway. The report found that most parents believe their kids influence decisions across nearly all major household spending categories.
“At a time when every media pound is under scrutiny, PARK UK gives advertisers the hard evidence they need to justify investment in platforms that actually move the needle,” concluded Denis Crushell, Chief Commercial Officer at Precise TV. “This report pinpoints where UK family attention lives, how influence travels from child to parent, and what turns impressions into purchases. If you’re planning your next media cycle, this is the roadmap to smarter, safer, and more effective campaigns.”
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