Children's media consumption shifts toward social media and SVoD

Research presented at MIPJUNIOR in Cannes indicates a significant shift in how children consume media, with traditional broadcasting facing contraction while social media and video-sharing platforms gain dominance.

Data from Glance shows that as children age, their screen time shifts from television to smartphones and video-sharing platforms. In the UK, for example, smartphone usage accounts for 34% of screen time among 13 to 15-year-olds. YouTube remains a major player, capturing nearly half of the screen time for 10 to 12-year-olds, while TikTok is a primary rival for older demographics.

Simultaneously, Ampere Analysis reports that traditional commissioning for children's content is shrinking. Orders from public broadcasters fell 9% in the 12 months leading to H1 2026, while pay TV orders dropped 40%. In contrast, subscription video-on-demand (SVoD) orders rose by 22%. The research highlights that the path to building successful children's franchises is increasingly moving through YouTube-first owners and creator-led models.