Which TV and video brands do children actually know?

Of the TV and streaming brands Dubit's Q2 2026 broadcaster-awareness tracking prompted, Netflix and Disney+ are the best known among young people in Great Britain. Among toddlers to late teens, 74% know Netflix and 69% know Disney+ when prompted with the name. BBC iPlayer, on 56%, is the best-known UK broadcaster brand, on a weighted base of 1,211. It reads as level with Prime Video on 53%, because the gap is narrow and has not been tested for significance.¹

Among BBC One, Sky/Sky Sports, ITV and Channel 4, the order is tight at the top. BBC One is known by 49% and Sky/Sky Sports by 47%, with ITV on 42% and Channel 4 on 38% behind both. CBeebies is on 52% and CBBC on 46%. The gap between CBeebies and BBC One's 49% has not been tested for significance.

On prompted awareness, the BBC's streaming brand is better known than its main channel: BBC iPlayer is on 56% and BBC One on 49%. For ITV the order reverses, with ITVX on 37% and ITV on 42%.

Disney Channel is as well known as BBC One, on 49%. On the same measure, Nickelodeon is known by 39%, Disney Junior by 32%, and Cartoon Network and Nick Jr. by 31% each.

At what age do children start recognising channel brands?

During the school years. Among under-fours, for whom a parent answers, BBC One is known by 5.4% and ITV by 4.9%. By the oldest age band, 16 to 18, BBC One reaches 84%, Sky/Sky Sports 81%, ITV 77% and Channel 4 76%.² Recognition rises steadily across the six age bands between those two ends, so the figures point to no single crossover age.

Before school, the brands made for young audiences and the streamers do the work that the channel names do not. Among the under-fours, 35% know CBeebies and 44% know Netflix. Sky/Sky Sports is known by 5.0% and Channel 4 by 3.2%. Because a parent answers for this age band, these figures record what the household recognises.

Do boys and girls know different TV brands?

Yes, by degree. Girls score higher on recognition for almost every brand, but boys know Sky/Sky Sports better: 48.8% of boys against 43.9% of girls.³ Among boys, BBC One is on 46.4% against Sky/Sky Sports' 48.8%, a gap not tested for significance. Among girls, BBC One is on 51.0% and Sky/Sky Sports on 43.9%.

ITV is known by 44.4% of girls and 38.7% of boys, and Channel 4 by 42.2% of girls and 34.6% of boys. Disney+ splits the same way, reaching 73% of girls against 64% of boys. In the same Q2 2026 tracking, CBBC is known by 50% of girls and 41% of boys.

Which video brand would a child keep if they could keep only one?

YouTube. Dubit's Q2 2026 tracking asked young people in Great Britain to name the one video brand they would keep. YouTube took 41% of first choices and Netflix 24%.⁴ Each named one brand, so these shares divide a single choice between every brand and are not a measure of reach.

The best-placed broadcaster answer, BBC iPlayer or the BBC, takes 5.7%. That figure groups two names where Netflix is counted under one, so it flatters the BBC. Below that, CBeebies takes 1.6%, Sky 1.3%, CBBC 0.7% and ITV or ITVX 0.6%, the last also a grouped pair.

Boys and girls choose differently too. Boys name YouTube 46% of the time, against 35% of girls, and girls name Netflix 29% of the time, against 19% of boys.

The answer changes with age. Among the youngest, BBC iPlayer or the BBC takes 12%, level with YouTube Kids on 12%, and it falls to 6.3% among the oldest. At the top of the age range Netflix leads, with 42% of first choices against YouTube's 28%.

Footnotes

1. Dubit's broadcaster-awareness tracking, Q2 2026 wave, reported 6 September 2026. Children in Great Britain from toddlers to late teens, in six age bands from 1 to 3 up to 16 to 18. Prompted awareness: respondents could pick several brands, so totals exceed 100%. Weighted base 1,211. ↩

2. Same survey, Q2 2026, Great Britain, by age band from 1 to 3 up to 16 to 18. Respondents could pick several brands. Weighted base 158. A parent answers for the 1 to 3 band. ↩

3. Same survey, Q2 2026, Great Britain, by the child's gender. Weighted base 616 for the Sky/Sky Sports, BBC One, ITV and Channel 4 figures. Respondents could pick several brands. The CBBC figures come from an earlier report on the same wave, which gives them for the UK. ↩

4. Same survey, Q2 2026, Great Britain, children from toddlers to late teens. An open question naming the one video brand they would keep, coded from English-language answers. Weighted base 1,086. Answers naming the BBC and BBC iPlayer are grouped, as are ITV and ITVX. ↩