Company Profile - Precise TV

Gen Alpha media consumption habits

YouTube is reshaping UK Kids and Family marketing. Precise TV’s first ever UK Media Consumption Habit for Kids shows just how much.

At Precise TV, we’re proud to introduce the first-ever UK edition of the Precise Advertiser Report: Kids (PARK), a data-rich, insight-driven study designed to help brands, agencies and media planners better understand how families engage with media, content and advertising in 2025. This report is a roadmap for marketers who want to reach Generation Alpha (children aged 2 to 12) and their parents with precision, safety and measurable impact. Until now, UK advertisers have been operating with limited visibility into what this audience watches, how they engage and what ultimately drives real-world purchases. PARK UK changes that.

YouTube is the platform of choice for UK kids

Our research confirms that YouTube is the dominant platform for children in the UK, far surpassing TikTok, Instagram and traditional broadcast TV. Children are watching on mobile, with 57% viewing content on phones and 56% on tablets. This is where young attention lives, and it is where brands must meet them.

Mobile Gaming is also a playful path for reach and engagement

Kids in the UK now spend around 82 minutes a day playing mobile games, putting the format on par with video for screen time. Puzzle, educational and animal-themed games are firm favourites, often played solo but packed with interactive moments. Many titles feature reward-based video ads, which kids willingly watch. For toy brands, this presents a powerful opportunity: reaching engaged young audiences in a fun, immersive environment where ads feel like part of the play. For those looking to drive brand connection and conversion, mobile gaming is a channel that should be a part of any digital strategy.

YouTube advertising drives purchases

One of the most compelling findings from PARK UK is that 35% of UK parents said their most recent child-related purchase was directly influenced by a YouTube ad. It shows how YouTube’s role in the purchase journey has moved well beyond awareness into conversion.

Co-viewing moments drive household decisions

In today’s media landscape, co-viewing matters. Our report shows that 76% of parents have been asked by their child to purchase a product they saw together during a shared YouTube viewing moment. These co-viewing moments are a unique opportunity for brands to speak to both parent and child at once, a rare advantage in family marketing.

Cartoons, gaming and education dominate kids' interests

While cartoons remain a staple, children are increasingly turning to gaming content, educational videos and toy reviews. These are high-impact environments where kids form preferences and shape household conversations. PARK UK outlines the genres and video formats that drive the strongest engagement, giving toy brands and agencies the tools to align messaging with what kids are truly watching.

Children are influencing every category

The influence of Generation Alpha extends well beyond toys. From clothing and restaurants to family holidays and entertainment, children now help guide decisions across almost every major household spending category. As our chief Commercial officer Denis Crushell puts it: “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.”

At Precise TV, we’ve developed a contextual advertising platform designed to reach parents and children safely and effectively. With PARK UK, we’re giving the industry the insights it needs to create smarter, safer and more effective campaigns that drive real business outcomes. Whether you’re planning your next toy launch, reviewing your media mix, or simply trying to understand the next generation of consumers, PARK UK delivers the clarity you’ve been waiting for.

Download the full report by scanning the QR code to explore the findings in detail and discover how your brand can grow by aligning with where kids and parents are spending their time and attention.