Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Kids Are Gluttons for Digital Video

They rely heavily on it for entertainment

Kids are an anomaly of the digital era. As the younger end of Gen Z, they are digital natives. But aside from tweens, few have smartphones, and their involvement in social media is marginal. Instead, their digital activity is dominated by digital video. The sheer amount of their screen time can feel like a crisis to many parents.

They rely heavily on digital video for entertainment. Nearly half of US kids ages 11 and younger are digital video viewers. Those ages 8 and younger are more likely to be in households with subscription video than with cable TV.

It would be hard to overstate the importance of YouTube in kids’ digital mix. One survey shows 45% of 8- to 12-year-olds in the US have YouTube accounts. Another identifies two-thirds of those ages 10 to 12 as users.

eMarketer estimates that 47.5% of kids in the US ages 11 and younger will be digital video viewers this year. Though lower than the penetration rate for most adult age brackets, this is a robust figure for a population that includes newborns.

The data in this article is drawn from eMarketer's latest report, "The Digital Lives of US Kids: Mapping Their Distinctive Highs and Lows." The report examines the distinctive topography of US kids’ digital activity, including areas where usage is high and those where it is low. eMarketer PRO subscribers can access the full report here. Nonsubscribers can learn more here.