WildBrain
Vehicular Kids Content Compared
So what are the sector’s biggest drivers? And now most likely the most important piece to our vehicle study: what vehicles are driving this sector’s success on YouTube the most? Well, the vehicles dominating the top charts are unsurprisingly ordinary and classic pre-school favourites. Within the top five videos in September, cars and trucks ranked first and second, with construction vehicles and emergency service vehicles following.
Views in Millions (September Uploads)
800 706 600 494 400 385 316 200 95
87
0 Nursery Rhymes
Vehicles
PJ Masks
Peppa Pig
LOL Surprise
LEGO
Topic
Vehicles comes in at second place only to Nursery Rhymes which takes 705 million views. Peppa Pig, PJ Masks and LOL Surprise are each left trailing the sector significantly. Sticking it to the stereotypes It’s true that vehicles are traditionally seen as most appealing to boys. That however has long since become a perceived wisdom proven to be unrepresentative of the society we are our children live and play in today. It’s interesting to note that it is Barbie vehicle content that ranks as the fourth viewing figure leading content among the sector, in fact, among all vehicle-based topics. The main products driving this topic are two Barbie Camper vans: one a ride-on for pre-schoolers and the other a Dream Camper play-set for the dolls. Both items in the set aim to inspire adult role-play and have been embraced by Creators on YouTube in their video telling.
Most Popular Vehicular Topics on YouTube Cars
23% 20%
Truck Excavator
9% 8%
Topic
Barbie Fire Truck
7%
Giant
6%
Police Car
6%
Camper
6%
Construction
5% 0%
6%
12% % of Vehicle Content
18%
24%
The most popular new video during the month, with 42 million views, was by Vlad and Nikita - a family vlogging channel from the US. It features two children and their mum playing with Ride-on cars. The top 15 videos generated a staggering 218 million views, with all but one being live action content. The only brands to be featured in the top 15 videos of the month were Barbie, Lightning McQueen and PAW Patrol. Given the scale of this category, there is a major opportunity for toy companies to produce content in this vein, or to work with lesser known influencers to showcase new products. November 2018 | toy news | 33