RESEARCH BY APP CATEGORY
Online
video
In the face of production cut-backs, price rises, and increases in ads, 2024 saw us binge-watching more than ever with Netflix subscribers hitting over 262 million in 2024, and Prime Video reaching 200 million.
It was also an eventful year for free streaming: 2024 saw YouTube reach almost 2.5 billion monthly active users and launch Family Center, a service that allows parents to view their teen’s channel activities. Thanks to the success of TikTok and Instagram Reels, the platform is increasingly emphasizing short-form video content in the form of YouTube Shorts.
Despite these developments, the time kids spent watching their favorite streaming platforms stayed fairly constant. In 2024, kids globally spent 71 minutes on the most popular video-streaming app, YouTube – just a minute more than in 2023. As for paid streaming, kids worldwide spent 42 minutes watching Netflix, 4 minutes less than the previous year.
RESEARCH BY APP CATEGORY
Online video
What we found
In the face of production cut-backs, price rises, and increases in ads, 2024 saw us binge-watching more than ever with Netflix subscribers hitting over 262 million in 2024, and Prime Video reaching 200 million.
It was also an eventful year for free streaming: 2024 saw YouTube reach almost 2.5 billion monthly active users and launch Family Center, a service that allows parents to view their teen’s channel activities. Thanks to the success of TikTok and Instagram Reels, the platform is increasingly emphasizing short-form video content in the form of YouTube Shorts.
Despite these developments, the time kids spent watching their favorite streaming platforms stayed fairly constant. In 2024, kids globally spent 71 minutes on the most popular video-streaming app, YouTube – just a minute more than in 2023. As for paid streaming, kids worldwide spent 42 minutes watching Netflix, 4 minutes less than the previous year.
Most popular apps in 2024* vs average daily time spent
*Ranked 1-6 from most-least popular, based on total % of children opening app for at least 5 minutes across the year
*Ranked 1-6 from most-least popular, based on total % of children opening app for at least 5 minutes across the year
Children and online video platforms in 2024
Next up was Netflix, which, despite being the most popular paid streaming platform, saw a decrease in watch time in 2024. Globally, kids spent an average of 42 minutes per day on Netflix, 4 minutes less than in 2023 and 6 minutes less than its peak in 2022. In 2024, US and Australian children were the biggest Netflix viewers, both averaging 46 minutes of daily watch time.
Due to the limited age range of its audience, YouTube Kids was only the 5th most popular video streaming app overall – but its young viewers racked up the most screen time compared with viewers of other video platforms. Watch time of YouTube Kids continued its growth by reaching 97 minutes per day in 2024 – just 1 minute more than in 2023, but 13 more than 2022. Children in the US were the most avid viewers of YouTube Kids, watching 108 minutes/day.
Our 14-year-old was browsing YouTube and random sites during class, and during homework time. It was a huge distraction so we had to put up guardrails.
– Parent of 2, 50.
Children and online video platforms in 2024
Next up was Netflix, which, despite being the most popular paid streaming platform, saw a decrease in watch time in 2024. Globally, kids spent an average of 42 minutes per day on Netflix, 4 minutes less than in 2023 and 6 minutes less than its peak in 2022. In 2024, US and Australian children were the biggest Netflix viewers, both averaging 46 minutes of daily watch time.
Due to the limited age range of its audience, YouTube Kids was only the 5th most popular video streaming app overall – but its young viewers racked up the most screen time compared with viewers of other video platforms. Watch time of YouTube Kids continued its growth by reaching 97 minutes per day in 2024 – just 1 minute more than in 2023, but 13 more than 2022. Children in the US were the most avid viewers of YouTube Kids, watching 108 minutes/day.
Our 14-year-old was browsing YouTube and random sites during class, and during homework time. It was a huge distraction so we had to put up guardrails.
– Parent of 2, 50.
Our 14-year-old was browsing YouTube and random sites during class, and during homework time. It was a huge distraction so we had to put up guardrails.
– Parent of 2, 50
Time spent on top 6 most popular online video apps, from 2020-2024
How much time did children spend streaming over 2024?
Streaming time stayed fairly constant between 2023 and 2024. Kids worldwide spent just under an hour (58 minutes) per day on their favorite streaming platforms across 2024 – a minute more than in 2023, but 13 more minutes than in 2022. Racking up 66 minutes of average daily stream time, kids in the US watched the most online video content in 2024. Australian and UK kids were the next most avid viewers, hitting 58 and 56 minutes respectively. Perhaps to be expected, monthly jumps in viewtime coincided with school breaks; Australian kids on summer break in January spent 68 minutes per day streaming online video, while US kids set a record average of 72 minutes in July.
Streaming time stayed fairly constant between 2023 and 2024. Kids worldwide spent just under an hour (58 minutes) per day on their favorite streaming platforms across 2024 – a minute more than in 2023, but 13 more minutes than in 2022. Racking up 66 minutes of average daily stream time, kids in the US watched the most online video content in 2024. Australian and UK kids were the next most avid viewers, hitting 58 and 56 minutes respectively. Perhaps to be expected, monthly jumps in viewtime coincided with school breaks; Australian kids on summer break in January spent 68 minutes per day streaming online video, while US kids set a record average of 72 minutes in July.
Average time spent on online video apps, month by month(avg. mins/day)
Average time spent on online video apps, month by month(avg. mins/day)
The most blocked online video services in 2024
Coinciding with its immense popularity and the 70+ minutes per day kids spent watching, YouTube was the most blocked video streaming app in 2024, as it was in 2023. Unchanged from the previous year, the top 3 blocked video streaming apps mirror the popularity rankings with Netflix holding 2nd spot and Disney in 3rd. Interestingly, Prime Video replaced Twitch as 4th most blocked, likely due to Prime’s increase in global popularity and Twitch’s slide. In France however, parents saw Twitch as more of a concern than Prime Video and Disney+.
It’s so easy for kids to get sucked in and end up spending hours online looking at mindless videos, crazy internet stories, etc. They don’t have a good sense of time or the willpower to put it down when the internet is always presenting them with the next thing.
– Parent of 4, 46.
The most blocked online video services in 2024
Coinciding with its immense popularity and the 70+ minutes per day kids spent watching, YouTube was the most blocked video streaming app in 2024, as it was in 2023. Unchanged from the previous year, the top 3 blocked video streaming apps mirror the popularity rankings with Netflix holding 2nd spot and Disney in 3rd. Interestingly, Prime Video replaced Twitch as 4th most blocked, likely due to Prime’s increase in global popularity and Twitch’s slide. In France however, parents saw Twitch as more of a concern than Prime Video and Disney+.
It’s so easy for kids to get sucked in and end up spending hours online looking at mindless videos, crazy internet stories, etc. They don’t have a good sense of time or the willpower to put it down when the internet is always presenting them with the next thing.
– Parent of 4, 46.
Most blocked online video apps (% of parents)
Most blocked online video apps (% of parents)
What we expect
In 2023, 985 million households gave up their conventional paid TV subscriptions in favor of video streaming, and despite 2024’s price hikes, ads, and cutbacks in production, subscription numbers for Netflix, Prime Video et al. continue to rise. As competition between the streaming behemoths heats up, we can expect a stronger focus on user experience, such as more personalized recommendations, intuitive interfaces, fluid navigation, and hopefully, more powerful parental controls.
Experts believe that the faster speeds and lower latency offered by 5G will improve the video streaming experience, especially when on the move, and bring in more subscribers to the platforms. However, faster, more reliable connectivity could make it even tougher for parents to pull kids away from their favorite shows or streamers.
What we expect
In 2023, 985 million households gave up their conventional paid TV subscriptions in favor of video streaming, and despite 2024’s price hikes, ads, and cutbacks in production, subscription numbers for Netflix, Prime Video et al. continue to rise. As competition between the streaming behemoths heats up, we can expect a stronger focus on user experience, such as more personalized recommendations, intuitive interfaces, fluid navigation, and hopefully, more powerful parental controls.
Experts believe that the faster speeds and lower latency offered by 5G will improve the video streaming experience, especially when on the move, and bring in more subscribers to the platforms. However, faster, more reliable connectivity could make it even tougher for parents to pull kids away from their favorite shows or streamers.
What we recommend
Share your own thoughts and experiences about content you consume
Showing genuine interest in your child’s online experiences can help them share more with you. A starting point is to ask open-ended questions like, “What have you been watching online lately?” or “How did that make you feel?” Share your own thoughts and experiences about content you consume. Even if you don’t agree with your child’s choices or perspectives, it’s important to acknowledge their feelings. Make it clear that you are a safe resource for questions or concerns, and they can come to you at any time without getting in trouble. This kind of trusting relationship makes it more likely that kids will share openly, giving you the opportunity to guide and support them through any challenges they may face.
Align their consumption with benefits like learning a new skill and elevating their mood
If you want to encourage your child to seek out more positive, or educational content online, first talk about what positivity means to you, and, depending on your child’s age and maturity, the skills and knowledge they’re ready to develop, along with their key passions and interests. Familiarize yourself with the different places your child can find video content, such as streaming platforms like Netflix, as well as YouTube, Twitch, and social media, too. Through regular conversations and co-viewing – especially when they are younger – you can help encourage your child to align their consumption with benefits like learning a new skill, elevating their mood, and expanding their awareness of the world.
Laying down rules for healthy viewing habits will set expectations as they grow
When children are younger, watching videos and streaming services in common areas is an easy way to keep an eye on the channels and videos your child is tuning in to. Even if you’re unable to keep track of all the content your child watches, it’s a good idea to make use of age-appropriate filters and video experiences, focusing on the quality of video content rather than screen time overall. Laying down rules for healthy viewing habits will help set expectations for children as they grow, and keep older kids on the right track. Make sure they take regular breaks, too – it’s easy to get carried away with so much content out there, so setting up a screen routine can help kids stay on track.
It’s important that children see you as someone who seeks to understand and respect them
To respectfully keep an eye on what your children are consuming online, make them aware that you are supervising what they watch, not as an act of control, but as a way to protect them. By being transparent and clear, you encourage and normalize honesty, while learning more about them. To foster open communication about what children see online, and how it makes them feel, encouraging honest, non-judgemental dialogue is essential from an early age: it’s important that they see you as someone who seeks to understand and respect them. Be a role model by demonstrating healthy device habits, as this will make them feel more at ease sharing theirs with you.
What we
recommend
Share your own thoughts and experiences about content you consume
Showing genuine interest in your child’s online experiences can help them share more with you. A starting point is to ask open-ended questions like, “What have you been watching online lately?” or “How did that make you feel?” Share your own thoughts and experiences about content you consume. Even if you don’t agree with your child’s choices or perspectives, it’s important to acknowledge their feelings. Make it clear that you are a safe resource for questions or concerns, and they can come to you at any time without getting in trouble. This kind of trusting relationship makes it more likely that kids will share openly, giving you the opportunity to guide and support them through any challenges they may face.
Align their consumption with benefits like learning a new skill and elevating their mood
If you want to encourage your child to seek out more positive, or educational content online, first talk about what positivity means to you, and, depending on your child’s age and maturity, the skills and knowledge they’re ready to develop, along with their key passions and interests. Familiarize yourself with the different places your child can find video content, such as streaming platforms like Netflix, as well as YouTube, Twitch, and social media, too. Through regular conversations and co-viewing – especially when they are younger – you can help encourage your child to align their consumption with benefits like learning a new skill, elevating their mood, and expanding their awareness of the world.
Laying down rules for healthy viewing habits will set expectations as they grow
When children are younger, watching videos and streaming services in common areas is an easy way to keep an eye on the channels and videos your child is tuning in to. Even if you’re unable to keep track of all the content your child watches, it’s a good idea to make use of age-appropriate filters and video experiences, focusing on the quality of video content rather than screen time overall. Laying down rules for healthy viewing habits will help set expectations for children as they grow, and keep older kids on the right track. Make sure they take regular breaks, too – it’s easy to get carried away with so much content out there, so setting up a screen routine can help kids stay on track.
It’s important that children see you as someone who seeks to understand and respect them
To respectfully keep an eye on what your children are consuming online, make them aware that you are supervising what they watch, not as an act of control, but as a way to protect them. By being transparent and clear, you encourage and normalize honesty, while learning more about them. To foster open communication about what children see online, and how it makes them feel, encouraging honest, non-judgemental dialogue is essential from an early age: it’s important that they see you as someone who seeks to understand and respect them. Be a role model by demonstrating healthy device habits, as this will make them feel more at ease sharing theirs with you.