YouTube’s dominance is under threat, according to a new study of children’s app usage and habits, as children are now shifting their time away from apps other than the platform, such as mobile games such as TikTok, Netflix and Roblox,media reported.
The survey showed that children aged 4 to 15 spend an average of 85 minutes a day watching YouTube videos, compared with 80 minutes a day on TikTok. The report found that the latter also boosted the use of children’s social apps, up 100 per cent in 2019 and 200 per cent in 2020.
Because the data in the annual report from Qustodio, a maker of digital security applications, comes from 60,000 U.S. households with children aged 4 to 14, the data does not represent global trends. The study covered children’s online habits between February 2019 and April 2020, while also taking into account the health crisis of the new coronary pneumonia and paying particular attention to four categories of mobile apps – online video, social media, video games and education.
It’s not surprising that YouTube is still one of the most used apps by children, the study found.
But now children watch twice as many videos a day as they did four years ago. Although YouTube’s flagship app is the youngest age to be 13, the age threshold has never really been enforced, prompting the company to be fined a historic $170 million by the FTC in 2019 for violating U.S. child privacy laws.
Today, 69 per cent of American children, 74 per cent of British children and 88 per cent of Spanish children use the app. At the same time, the company has launched YouTube Kids, an app for younger children, although its use among children in the US is only 7 per cent, compared with 10 per cent in the UK, but has attracted little attention in Spain.
The second-largest online video app is Netflix, with 33 percent of kids in the U.S. watching content, compared with 29 percent in the U.K. and 28 percent in Spain.
In early 2020, the amount of time American children spend on YouTube has fallen from 88 minutes in 2019 to 86 minutes; in the UK, from 77 minutes in 2019 to 75 minutes; and in Spain, from 66 minutes in 2019 to 63 minutes.
But imagine that the amount of time they spent on online video will undoubtedly increase during the new corona pneumonia pandemic. In the United States, for example, the amount of time children spend on YouTube increased to 99 minutes in mid-April.
In part, the decline in YouTube’s total length may be due to the fact that children are spending more and more time on TikTok. If more and more YouTube founders choose to leave because of more regulations and related loss of profits, TikTok may gain more appeal among users. As TikTok’s content lineup expands, more creators will further expand their appeal to users.
Last year, TikTok became one of the top five non-Facebook-owned apps in the world, and continues to grow among users of all ages.
From May 2019 to February 2020, the average daily time spent by Us children on TikTok increased by 116 per cent to 82 minutes, in the UK by 97 per cent to 69 minutes and in Spain by 150 per cent to 60 minutes.
In February 2020, 16.5 percent of U.S. children used TikTok, slightly less than Instagram’s 20.4 percent, but higher than Snapchat’s 16 percent. In the UK and Spain, 17.7 per cent and 37.7 per cent of children use TikTok, respectively.
People also spend more time on TikTok during the new coronapneumonia lock, which makes the time spent on the app now only a few minutes apart from the time spent on YouTube. In the United States, for example, children spent an average of 95 minutes a day using TikTok during the new coronapneumonia lock-up period, compared with just two minutes, or 97 minutes, on YouTube.
In online gaming, Roblox dominates the US and UK at 54 per cent and 51 per cent respectively. In Spain, however, the proportion is only 17 per cent, and children there now prefer Brawl Stars.
Roblox isn’t just a little pastime, it takes up time for kids to watch the screen.
In February 2020, children in the United States, the United Kingdom and Spain spent an average of 81, 76 and 64 minutes a day on the game each day. On average, children play Roblox for 20 minutes longer than any other video game.
During the new coronapneumonia lockdown period, the children playing Roblox in the three countries increased their time playing the game by 31%, 17% and 45, respectively. But the blockade has not proven to increase the proportion of children using game apps.
From 2019 to early 2020, there was little growth in education applications overall, and this continued until the new coronary pneumonia blockade began. Even so, Google Classroom still dominates two of the three markets studied, with 65 per cent of children in Spain using the app, compared with 50 per cent in the US and 31 per cent in the UK.
The report notes that while the use of these apps will decline slightly as the government lifts the blockade, all of this future increase in usage may never return to pre-crown levels. This is in line with Nielsen’s findings on the use of networked televisions released today and that the use of internet-connected televisions will not fall to earlier levels after the Government lifted restrictions.