RESEARCH BY APP CATEGORY

Online

video

What we found

From big pricing plan shuffles to crackdowns on password sharing, 2023 was another interesting 12 months for streaming services worldwide. Across the year, children managed to up their time on online video platforms by 27%, compared to 2022, but the videos captivating their attention were perhaps affected by streaming price hikes. Among the video kingpins to increase their monthly fees were Netflix, Disney+, and Hulu, who coincidentally, kids didn’t stream as much from in 2023: spending 4%, 23%, and 12% less time on the platforms respectively.

So what did kids glue their eyes to instead? Free services YouTube and its little sister YouTube Kids stepped in to beat records, as screen hours climbed yet higher for another year on both platforms. This was especially true for content geared towards younger children, with watch time for YouTube Kids rising globally by 14% and hitting a staggering daily average of 96 minutes, the highest number seen since our research began in 2019.

THE MOST POPULAR KIDS’ ONLINE VIDEO SERVICES IN 2023

Globally, and in all countries analyzed, kids’ and teens’ favorite video service for yet another year running was YouTube. 63% of children use the app around the world, while in Europe, it proved even more popular: 70% of French children and 71% of Spanish kids tune in to videos on YouTube, compared to a more measured 58% of children in Australia. Despite price hikes and password crackdowns, Netflix secured 2nd place globally and in all other areas, making it the most popular paid streaming service among children. Globally, 40% of kids use the service, while only 20% tune in to 3rd place platform Disney+. In the US, Netflix was the only service to increase slightly in popularity, to 41% from 39% in 2022. All other paid services, including Amazon Prime, Hulu, and Disney+ experienced a popularity dip, along with livestreaming service Twitch, down to 8% from 11% in 2022.

I’m usually on my phone when I go somewhere and I’m bored. I like YouTube because I can follow my game people and see new tips and tricks. I like to watch the funny short clips too.
– Boy, 13

I’m usually on my phone when I go somewhere and I’m bored. I like YouTube because I can follow my game people and see new tips and tricks. I like to watch the funny short clips too.

– Boy, 13

Online video apps by popularity & time spent

HOW MUCH TIME DID CHILDREN SPEND STREAMING IN 2023?

In 2022, children were already spending more time streaming content compared to previous years, and in 2023, it was a case of simply following suit. Kids spent 27% extra time streaming in 2023 compared to the previous year, hitting almost an hour of average watch time daily (57 mins/day). The US, UK, and Australia were the largest daily consumers of content, hitting 64 mins, 56 mins, and 58 mins/day respectively. Numbers continued to soar for kids’ most popular video streaming app, YouTube, hitting record highs in almost all regions analyzed except Spain, where watch time remained constant from 2022 at 44 minutes per day, on average. The US was the most YouTube-obsessed country, where kids watched an average of 84 minutes of content daily – letting the autoplay roll for a significant 1 hour and 24 minutes of video after video.

Though it experienced a dip in popularity across the year, kids spent more time actively watching Twitch in 2023, upping their time on livestreams by 16% globally to 22 mins/day. Twitch experienced a surge in watch time across all countries, most notably in the UK, where children fixed their eyes on the screen 38% more than they had done the previous year, watching for 22 mins/day compared to 16.

I have fun online and time goes by quickly. I look up funny videos, recipes or what famous people are doing.

– Boy, 10

I have fun online and time goes by quickly. I look up funny videos, recipes or what famous people are doing.

– Boy, 10

I go online to play, watch series, do my homework. I watch videos and they make me laugh, especially ones about cats or other animals. I feel good when I go on the computer.

– Girl, 10

Before I gave my daughter her phone, I took her for a chat with a police officer about the risks the internet poses. It definitely had an impact on her and she was more aware after it.

– Parent of one, 50

Time kids spent on online video apps in general (avg. mins/day)

It makes me annoyed when my parents supervise me because I don’t want to get off YouTube, but I have a bad sleep schedule when I don’t stop using the screen.

– Boy, 11

It makes me annoyed when my parents supervise me because I don’t want to get off YouTube, but I have a bad sleep schedule when I don’t stop using the screen.

– Boy, 11

The most blocked online video services in 2023

Preferring not to deal with endless autoplay and rabbit holes of questionable content, families around the world chose to block YouTube over all other video platforms for the 2nd year in a row. Kids’ other popular options, Netflix and Disney+, landed 2nd and 3rd place, while Twitch, where parents have no control over what happens and is said in livestreams, came in 4th overall. Spanish parents were particularly concerned with Twitch, placing it 3rd in their blocking ranking, while in the US, it dropped completely out of the top 5 spots, placing 6th overall. Globally, and in other regions, families also blocked YouTube Kids, though none more so than Australian parents, possibly concerned with their children’s 106 minute a day viewing habit. In Australia, YouTube Kids placed as 4th most blocked, ahead of Twitch and Amazon Prime.

My parents won’t let me put pictures of my face online or on YouTube because they say it isn’t safe

-Boy, 11

My parents won’t let me put pictures of my face online or on YouTube because they say it isn’t safe

-Boy, 11

What we expect for online video

Competition in the streaming world looks set to only get harder over the next few years, as what seems like any and every broadcasting network is scrambling to release their own on-demand “plus” service. However, with so many new platforms competing for our attention, families will be drawing a clear line with how many active subscriptions they can manage and afford on a monthly basis. Netflix’s 2023 price shuffle acknowledges this need, with their introduction of the cheaper, Basic plan. Structures like these highlight the full circle of entertainment on screen: users are able to stream content at a reduced price, but with the somewhat inconvenient addition of ads – TV, anyone? This route proved popular for many major streaming platforms in 2023, including Hulu, Amazon Prime Video, and Disney+.

As the cost of living continues to rise, family purse strings pull tighter, and streaming services may be one of the first luxuries on the chopping block for many. When platforms like YouTube continue to offer their services for free, it stands to reason that their popularity will only continue to increase, especially among kids, who usually don’t fund their own entertainment. How popular will paid plans continue to be, when other services can do the same for free? With 2023 as a year of introduction, 2024 and beyond will serve to show us just how many families have really adopted – and adapted.

What we recommend for online video

Watch as a family

Co-watching doesn’t mean whipping the popcorn out and sitting together every time your child wants to watch something online. It’s about prioritizing moments where you can watch a video your child enjoys with them, or giving them access to video content in common areas, rather than in secret. Co-watching and talking about the content your child is interested in is a good strategy to employ if you’re concerned about exposure to inappropriate content, or the real value of the videos your child is watching.

Pick quality over quantity

We all need to unwind and be entertained, and children are no different. Kicking back with mindless content on YouTube certainly isn’t harmful, but if it’s all your child is watching on online video platforms, you may want to concentrate on recommending videos or content that you’ve sought out for them, instead of allowing them to be sucked into endless autoplay. To help keep viewing intentional, families can disable autoplay and set limits on streaming apps to discourage a bottomless funnel of content, and the automatic transition from one video to the next.

Set limits and boundaries

As more and more children have access to unlimited, on-demand content, they may be exposed to violent or sexual content, which can be harmful to developing minds. Many streaming services offer native parental controls to help limit children’s exposure to this type of content, but these can often be minimal and difficult to keep an eye on across multiple services. We recommend teaming native parental controls with a more comprehensive, independent tool that allows families to set daily limits, block inappropriate video applications, and build a routine tailored to the family needs.

Keep tabs on livestreaming

Apart from blocking websites and applications, it’s very tricky for parents to monitor what children are exposed to when accessing livestream content. As they’re broadcast in the moment, it’s easy for kids to be exposed to inappropriate activity, harmful ideology, or content that doesn’t tie in with your family values. Blocking apps and streaming services where little control can be administered over the content is one option families have to help keep children away from risky livestreams, while for older children, regular talks about their favorite creators and the content they like to stream is a good way for parents to gain understanding of what their teen’s digital world looks like.

Download your copy of the Report “From Alpha to Z: raising the digital generations” plus the Annex with all the data.

Get the full report Get the full report Get the full report