YouTube Now The #1 Brand Among U.S. Kids 6-12

For the First Time, a Content Provider Tops List

NEW YORK, Aug. 24, 2016 — Move over, Oreo, Disney, McDonald’s and other iconic kid and family brands, YouTube tops this year’s list of Kids’ Most Loved Brands. According to the 2016 Brand Love® study, released by youth research firm Smarty Pants, YouTube is up from #7 in 2015, a rise heavily driven by tweens ages 9-12, and tween boys, in particular.

While streaming video services like Netflix remain popular with kids, YouTube has become the go-to portal for 6-12’s seeking an endless supply of short-form videos. The brand fits perfectly into today’s mobile- and tablet-savvy children’s lives, giving them the content they want when they want it. No viable competitor is delivering the clips, cheats, trailers, tutorials, shows, music videos and more that YouTube is—and at no charge.

Parents are increasingly allowing children to “roam free” on YouTube, because they also feel positively about the brand. More than 94% of parents say they love or like YouTube.  It ranks #13 among parents this year, outperforming Nike, Samsung and Target.

According to Dr. Michelle Poris
of Smarty Pants®, “YouTube is no longer competing for kids’ attention, TV is. We’ve moved from a time where TV was always on to a time when YouTube is always a tap away. Children feast on the snack-sized content perfectly portioned for their attention spans. And the user-generated content is relatable and aspirational. There’s no denying YouTube is revolutionizing how entertainment is being developed and distributed.”

TOP 25 KID BRANDS, 2016

RANK

BRAND

KIDFINITY SCORE

1

YouTube

869

2

OREO

869

3

M&M’S

861

4

Doritos

859

5

Hershey’s

856

6

Disney

847

7

Toys “R” Us

847

8

Cheetos

844

9

Disney Channel

843

10

Lay’s

842

11

Netflix

840

12

Chips Ahoy!

837

13

Kit Kat

835

14

Starburst

832

15

Reese’s

831

16

iPad

831

17

Capri Sun

829

18

Crayola

828

19

McDonald’s

828

20

Pringles

827

21

LEGO

826

22

Fruit Roll-Ups

826

23

Nickelodeon

826

24

Popsicle

823

25

Skittles

818