Today’s kids are growing up in a world where entertainment is instant, limitless and constantly evolving. And with more content available than ever before, the way young audiences consume media is radically different from just a decade ago. A new report (U18: Expansive Consumption in a Context of Great Confusion) by data and technology company Kids Corp sheds light on these shifting habits, revealing some surprising trends about how children and teens engage with entertainment, and what this means for the industry’s future.

It confirms that YouTube is still the most dominant platform among kids and teens, with 55% of preschoolers watching it an hour a day on average. 

The report also highlights the increasing role of mobile devices in content consumption, noting that 50% of kids under 13 have access to a mobile phone they consider their own. This accessibility is contributing to a decline in traditional TV consumption, with only 41% of under-13s watching TV compared to 57% using on-demand streaming services. Additionally, video games remain a major part of kids’ entertainment habits, with 56% of young audiences playing regularly.

Kids Corp notes that while Hollywood produces approximately 15,000 hours of television and film content annually, YouTube users upload an astonishing 260 million hours of video each year. This abundance has changed how children consume media, with algorithms playing an increasing role when it comes to directing them toward content they might not have originally searched for. 

The report highlights that parents often underestimate how much time their children spend on YouTube, video games and social media, while they are more aware of their kids’ engagement with traditional TV and on-demand platforms.

Monetization remains a major challenge for the industry, but while child-focused ad spending is significant, the report suggests that much of it does not effectively reach its intended audience. For example, the group’s research shows that kids begin to significantly abandon YouTube Kids by age six, as their YouTube and mobile phone usage begins to accelerate, yet advertisers often struggle to navigate the complexities of algorithm-driven content and those shifting viewing behaviors. As competition for young audiences’ attention grows, streaming platforms must refine their strategies to keep engagement high, while also ensuring that monetization efforts align with actual consumption patterns, the report emphasizes.

Ultimately, Kids Corp suggests that the future of kids entertainment will require a shift in thinking and a move from individual platforms to a broader content ecosystem. It calls for industry players to reconsider how they deliver content, recognizing that children and teens no longer engage with media in a linear or predictable way. Instead, kids move fluidly between platforms—from YouTube and on-demand services, to gaming and social media—shaping their entertainment experiences based on what’s most accessible, appealing and personalized. 

Those who can successfully navigate this shifting landscape, the researchers say, will be best positioned to capture and retain the attention of the next generation of viewers.

Download the full report here.