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Family YouTubers gain popularity with kids: study

The latest OnTrack Media report from UK-based SuperAwesome, which studies trends in video and digital media for kids (two to 16), finds Family YouTubers are rapidly growing in popularity with kids watching videos online, particularly under-13s.
June 18, 2015

The latest OnTrack Media report from UK-based SuperAwesome, which studies trends in video and digital media for kids (two to 16) in the UK and the US, finds Family YouTubers are rapidly growing in popularity with kids watching videos online, particularly under-13s.

The most recent edition of the report found that family-operated/focused YouTube channels are attracting viewers at a rapid clip. The channels breaking through with UK kids last month were vlogger family Bratayley (724 million views), a favorite channel for four- to six-year-old girls, while family vlogger channel SacconeJolys (239 million views) has gradually been climbing the ranks of the report’s top 20.

Bratayley is a popular vlog-based channel that stars a family with three kids—Caleb, who specializes in making Minecraft videos and gymnasts Annie and Hayley. The family posts short videos each day of their adventures, from performing gymnastic routines to whipping up food fights. Launched in 2010, the channel currently has 1,146,794 subscribers.

The Saccone-Jolys are a family of Irish vloggers living in London. Daily videos of the family’s two young kids (Emilia and Eduardo) and its six Maltese dogs are the channel’s bread-and-butter. It currently has  1,058,906 subscribers.

According to the report, YouTubing family channels like these are successful because they include the activities of all family members and the videos are made by and for families. This style of channel is a marked departure from the first-person tack employed by well-known gamer or personality-based YouTubers like PewDiePie, Zoella and Stampylonghead.

The family vlogs also proved popular for their kid-safe content, which is key for attracting the four to six demo. The Bratayley family in particular describes its channel as “Family friendly content EVERYDAY,” offering parents a level of assurance that the channel will not feature inappropriate content. Another plus, these channels release new content  daily, which according to SuperAwesome, makes them the most regular video creators on the report’s monthly list.

SuperAwesome will include US data in its upcoming OnTrack Media reports, as well as results for Google’s YouTube Kids app. More information on the current report is available at www.superawesome.tv/whatwedo/insights.

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