Survey: US teens say best ads are on YouTube
September 5, 2024
Precise TV, the contextual video company driving business outcomes for brands, and Giraffe Insights, a kids, youth and family research agency, has released its second annual Precise Advertiser Report: Teens & Youth (PARTY), providing COPPA-compliant audience insights for parents and teens aged 13-17 in the US.
“Our findings support the influx of TV dollars flowing to YouTube to target US teens,” said Christian Dankl, Co-Founder & Chairman at Precise TV. “Teenagers prefer YouTube as their go-to for everyday entertainment, and they prefer ads on YouTube three times more than ads from streaming services. This is only the tip of the sphere in terms of insights our report provides to marketers targeting this coveted demographic.”
Teens Tune Out: Streaming Ads Fail to Impress Despite Increased Loads
Streaming ads struggle to resonate with US teens. With streaming services increasing their ad loads, teens’ perception of ad quality remains low. Only 9 per cent of teens find the best ads on streaming services compared to 27 per cent on YouTube. Furthermore, only 3 per cent of teens’ purchase requests come from streaming ads.
Netflix and YouTube: The Twin Giants of Teen Streaming
For teens, two platforms stand out: Netflix and YouTube. When asked ‘Where do you like to watch your favourite show?’ respondents asserted Netflix (27 per cent) and YouTube (16 per cent) are their go-to destinations to watch their favourite shows. Services such as Hulu, Prime Video, and Disney+ struggle in comparison.
Social Media: The New Frontier for Movie Marketing
Social media platforms are becoming the primary source for teens to discover new movies and streaming content. Platforms such as YouTube and TikTok are reshaping the marketing landscape for the entertainment industry. In fact, 38 per cent of teens say they learn about new movies from YouTube, followed by TikTok at 28 per cent.
