Kids love YouTube. They love the pinging of the xylophones in the upbeat “Thank you song” on CoCoMelon, a channel with more than 53 million subscribers that plays animated nursery rhymes. They love watching other kids open and test toys, as they do on Ryan ToysReview (subscriber count: 20,749,585). And they love the Baby Shark song. Possibly because of the fun dance moves and possibly because they want to drive adults crazy.
These trends are nothing new, but now we have more than vast subscriber counts or astounding click numbers to illustrate just how central videos featuring kids are to the platform. In a report Thursday, the Pew Research Center said that in the vast ecosystem of YouTube’s English-language videos, children’s content and content featuring kids under 13 are some of the most popular videos on the site.
For the study, researchers analyzed the videos posted by 43,000 YouTube channels, each with more than 250,000 subscribers, during the first week of 2019. There was a lot to work with. In those seven days, these channels posted almost a quarter-million videos totalling more than 48,000 hours. For the record, the authors note, “a single person watching videos for eight hours a day (with no breaks or days off) would need more than 16 years to watch all the content.”
Those videos covered everything from politics to video games. Most were not intended for kids. But the most popular featured kids. Researchers found that just 2 percent of the videos they analyzed featured a child or children that appeared to be younger than 13. “However, this small subset of videos averaged three times as many views as did other types of videos,” says the report.
There have been studies of niche communities within YouTube, but “We hadn’t seen something like this done before,” says Aaron Smith, director of the data lab team at Pew. Although YouTube children’s content wasn’t the impetus for the study, Smith says the results weren’t surprising: “We had a sense that this kind of content would be fairly popular. We know that lots of parents let their kids watch videos on YouTube.”
Videos with cheery, if nonsensical, titles like “Funny Uncle John Pretend Play w/ Pizza Food Kitchen Restaurant Cooking Kids Toys,” and “No No, Baby Rides the Scooter!” racked up over 6 million views each. “SUPERHERO BABIES MAKE A GINGERBREAD HOUSE SUPERHERO BABIES PLAY DOH CARTOONS FOR KIDS,” attracted almost 14 million views.
Not all the videos that featured young kids were nursery rhymes or traditional kids content like Mister Rogers’ Neighborhood. Pew’s analysis found that only 21 percent of videos featuring children appeared to have been aimed at kids. But videos that were both aimed at kids and featured kids were the most popular videos in Pew’s analysis, averaging four times as many views as other “general audience” videos.
As for the other 79 percent of videos that had kids but weren’t directly aimed at children? They did better too, getting “substantially more” attention than other videos aimed at teens and adults. The five most popular videos from the week Pew studied included a baby name reveal and family vlogs with titles like “WELCOMING A NEW MEMBER OF FAMILY!!” One was a sliming video. None are immediately alarming, though Smith couldn’t comment on why that kind of content was so attractive to so many viewers. “Why that type of material pops is unclear to me,” he says. “Someone clearly is enjoying it but it’s not clear who those folks are or what their motivations are for doing that.”
Link to the rest at Wired
PG’s general impression is that the videos that traditional publishers post on YouTube to promote books look cheap and are lame. The ones he recalls had very few viewers at the time he checked them.
However, he wondered if any authors have popular YouTube channels that play a significant part in the promotion and marketing of their books. Feel free to point out examples in the comments.
PG is particularly interested in productive YouTube channels from authors who are not megaseller/JK Rowling, etc., authors.