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Free research reports built on proprietary data from thousands of young people. The trends, behaviours, and opportunities shaping youth culture, backed by numbers.
How Teens Actually Use YouTube, TikTok, Snap, Insta & WhatsApp
53% of kids watch YouTube on a TV, not a phone. Friends outrank influencers on TikTok. Content creation peaks at exactly 3 platforms, then collapses. And 47% of teens use TikTok daily despite their parents distrusting it. A 3,009-household study across the US & UK reveals that each platform plays a distinct functional role in young people's lives, and most brand strategies still treat them as interchangeable.
3,009
Households surveyed across US & UK
5
Platforms analysed
470+
Data points analysed
TikTok Deep Dive
58% of kid TikTok users say they watch full TV episodes on the platform. Daily usage jumps sharply at age 8, not 13. And 47% of teens use it daily even when their parents distrust it. A 3,009-household study across the US & UK reveals the adoption windows, trust paradoxes and creator economics that most brand strategies are still missing.
11
Age TikTok overtakes YouTube as kids' #1 platform
~2x
More likely to discover content on TikTok than streaming by age 13
26x
More parents trust YouTube but distrust TikTok than the reverse