YouTube tops the list as favourite digital brand among children

YouTube is the most commonly used website and app among children up to 16 years old, according to a new report.

The report published today (4 March) by Childwise, an independent market research company, highlights that among 2194 children aged between 5 and 16 YouTube was the most visited site over a 7 day time period.

Three quarters (75%) of the group used YouTube most frequently, up from 66% in 2014.

YouTube was also voted ‘favourite website’ by 23% of those surveyed and favourite app by 9%. The brand topped the list ahead of Facebook, Google, Snapchat, Instagram and Minecraft.

Children aged from 5-16 are more likely to access YouTube through its app. This is part of a wider trend, with the report also finding that 81% of the children are more likely to access digital brands through apps opposed to websites.

Matthew Nevard, Childwise researcher, told Marketing Week: “Apps can often be the first point of engagement with brands for children and young people. The dominance of tablets among younger age groups mean this generation are used to having fully functioning apps which help them complete everyday tasks.”

The surveyed group voted video and blogger sites as overall favourite websites, over social networking, search/information and social gaming sites.

There is a slight difference among age groups, however, as 5-10 year old boys and girls prefer social gaming over video/vloggers, social networking and online search/information, while 11-16 year-olds put video and vloggers at the top of their list.

The change in Facebook

Due to the high volume of apps available, no more than one in ten children chose a single app as a favourite. YouTube, Snapchat and Facebook share the top spot with 9% voting the digital brands as a favourite.

However, out of the top apps chosen, YouTube has been the only app to grow in popularity. The amount of children voting Facebook as a favourite has dropped from 17% to 9% over the past year, and the amount voting Instagram has dropped from 12% to 8%. YouTube, in comparison, has grown from 8% to 9%.

YouTube launched a children’s app last week. The brand follows a trend of digital providers creating age specific versions of their product. Vine, Netflix and Amazon have all now created child-friendly versions of their apps.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here