Kids Insights

HOW YOUTUBERS IMPACT THE RETAIL WORLD

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In the last issue of the Licensing magazine, we spoke about licensing products related to kid’s favourite Youtubers.

Our data highlights how YouTube is the platform of choice, with 57% of 16-18 year olds go on YouTube multiple times daily. For kids age 10-15, not using the platform is rare, with only 3% reporting not going on it at all. One in five kids say they use the typically spend 1 to 2 hours per session on the video platform.

Our latest reports (which were issued in July) shows that children are purchasing licensed products related to their favourite YouTube stars. 15% of 4-6-year-olds have purchased toys relating to their favourite YouTuber. Amongst fans of Ryan ToysReview, this rises to almost one-third of children reporting they have bought toys. It had to happen. In the era of victorious consumerism, there is an advertiser for each audience. The formula for the success of children’s video channels is not difficult to derive: a huge toy market, plus the spontaneity and charm of young presenters.

After computer games, kids are most likely to be buying books and magazines related to their favourite YouTubers – 16% of 10-12s have purchased books. Zoella, Sidemen and Shane Dawson have all released books. There are currently no books by YouTubers in children’s top titles, highlighting an opportunity for content creators.

Graph 2. Have you bought any of the following, which relate to your favourite YouTuber? (Kids Insights, UK  Q2 2019)

7% of teenagers say they have purchased music related to their favourite YouTubers, with stars such as KSI (the favourite creator of teen boys) regularly releasing music. 10-12-year-olds are most likely to engage with YouTube for more than four hours at a time – 6% of their sessions were of this length, more than any other age range. Watching YouTube for less than 10 minutes was most common in three-year-olds (10%).

The research suggests that kids like to buy diverse merchandise products related to the same favourite Youtuber. It means they are willing to interact with the properties in different ways – so brand owners and their licensees need a multi-dimensional sales and marketing strategy.

So if you are looking at which properties are performing well before investing in them, why not give us a call to see how we can help by providing you with access to the most comprehensive and dynamic independent market intelligence on kids, tweens and teens in the UK, France, Germany, Italy and Spain.

 To download a complimentary Kids Insights report click below:

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