Opinion - Generation Media

Fast trends & fragmented screens

This month, Emilie Flanders looks at how toy companies should be navigating the new landscape of kids’ YouTube.

For years, YouTube has remained the digital playground of choice for children, with TGI data showing that over 70% of kids aged 14 and under use the platform to consume content. But while YouTube remains dominant, the way young viewers engage with content is evolving at speed.

Where once TV shows and established channels like CoComelon and Peppa Pig ruled the screen, today’s audience is scattered across a dynamic ecosystem of micro and macro creators and niche interests. Kids follow creators who reflect their exact interests, whether that’s slime tutorials, plushie animations, DIY science hacks, or gaming content. These creators may not have household-name status, but they build strong loyalty within tightly defined communities. A trend might originate on TikTok, catch fire on YouTube Shorts and drive product demand all within days. This speed and specificity mean brands need to be ready to act fast and run their ads across emerging fandoms early.

Children are no longer tied to a single viewing format. The rise of Shorts has reshaped how they engage with content on the platform, with a growing preference for short, digestible clips consumed primarily on mobiles. In fact, Precise TV and Giraffe Insights PARK data shows that two-thirds of children who use YouTube Shorts say they’re watching more than they did a year ago. One of the most significant shifts in the report is the 32% year-on-year increase in YouTube Shorts consumption, with the format now reaching 49% of Gen Alpha viewers, up from 37% in 2023. This sharp growth highlights a clear shift in attention toward bite-sized, scrollable formats that deliver quick hits of entertainment.

For toy advertisers, this presents both a challenge and an opportunity to rethink how and where they appear in the lead-up to Q4. To navigate this fragmented and fast-moving landscape effectively, brands must dig into the behavioural shifts driving these changes. Here’s a roadmap to help structure the new landscape of kids’ YouTube:

• Context is king: Relevance is as important as reach. Rather than focusing purely on high-subscriber channels, brands should place their messaging within content that aligns with kids’ real-time interests. Whether it’s an unboxing video, a game playthrough, or a trending Shorts challenge, showing up in the right moment increases desired reach.

• Don’t overlook shorts: Shorts have become a core part of how kids consume YouTube. Since Google expanded Shorts ad capabilities last year, advertisers now have the tools to plan and optimise this format more effectively. It's no longer just an add-on but instead a critical format for awareness and trend integration. To reach young audiences with consistency and frequency, advertisers need to run across multiple formats, not just rely on traditional YouTube skippable pre-roll.

• Creatives must match the moment: In this diverse viewing landscape, recycled creative assets won't resonate as well. When possible, tailor creative to match the surrounding content, whether that’s tone, format, or platform. Something as simple as mirroring a creator’s editing style or tapping into an active trend can make a huge difference in engagement, particularly across Shorts.

• Varied approach to routes to market – As kids increasingly split their attention across multiple platforms and content types, it's essential to take a multi-channel approach. Leveraging a combination of routes such as SuperAwesome, Precise TV, YouTube Kids, and premium content partners will maximise reach, relevance and brand safety, and ultimately connect with our audience wherever they're consuming content.

• Big channels still have a role - but diversification is key: Established, high-reach channels continue to deliver valuable scale and brand safety, particularly for top-of-funnel awareness. However, relying solely on these placements risks missing the micro-moments where kids are truly engaged. A balanced approach that combines broad-reach channels with contextual placements across niche creators and Shorts ensures that messaging lands both widely and meaningfully.

Ultimately, kids’ YouTube habits aren’t just evolving but they’re also accelerating. What worked a year ago may already feel outdated today. The brands that win will be those who embrace format variety, monitor trend cycles closely and deliver creative that feels native, timely and tailored. To learn more about the key trends noted, and more besides, get in touch.