Why are New Zealand kids glued to YouTube?

Nearly three quarters of children aged 4 to 14 are watching YouTube every day, according to new research from NZ On Air.

The study, which surveyed about 1000 New Zealanders in September, found 69 percent of kids use the platform daily. But among 12 to 14 year olds, almost 40 percent have no parental controls at all.

“They're getting content that is really tailored to what they want to feel and watch in that given moment,” NZ on Air head of funding Amie Mills says of YouTube’s dominance.

The survey also looked at various elements of screen use, from TV and gaming to social media. On a typical day, about seven in 10 children are watching some kind of show — whether on TV, streaming, or YouTube. Two in five play online games, and a quarter are scrolling social media.

Younger kids tend to find YouTube videos through thumbnails or scrolling through recommendations. Older kids, on the other hand, are following their favourite creators and letting YouTube’s algorithm do the rest.

While YouTube dominates, the research shows traditional TV continues to lose its grip.

Streaming services like Netflix and Disney+ are still in the lead. Netflix is being used by 36 percent of kids (down from 47 percent in 2020), while Disney+ has crept up to 16 percent.

Topping the list for preschoolers is Bluey (38 percent), Paw Patrol (25 percent), and Spidey and Friends (16 percent).

When it comes to local shows, recognition is much lower. Just 6 percent of caregivers named Kiwi-made favourites like Kiri & Lou or Nee Naw and three-quarters of caregivers couldn’t name a local title their kids love.

As kids get older, their media habits shift towards increased social media use and gaming.

For 12 to 14 year olds, daily use of TikTok hits 31 percent, Snapchat 30 percent, and Instagram 22 percent.

Nearly four in 10 kids play games every day, across consoles, tablets, and smartphones. Roblox and Fortnite are among the favourite multi-player games, but others also enjoy creative or educational games that let them explore, build, and learn.

Younger children usually use media when their parents are busy, during family time, or as a reward. Older kids use it for independence, to wind down after school, before bed, and while travelling.

Most children say media makes them happy, helps them relax, and fosters a sense of belonging.

“Younger ones are watching it for very different reasons. They're watching content that's more playful, they want to learn,” NZ on Air’s Amie Mills says.

“As they get older, they want more interaction and then as they're heading into their older age group they're watching content that's going to affirm their identity and kind of make them understand more about who they are.”

Half of New Zealand kids engage with local or te reo Māori content but 40 percent don’t at all.

Parents and tamariki say they love the cultural connection and sense of identity but believed lack of visibility and appeal meant they got buried under international content.

NZ On Air chief executive Cameron Harland says it’s getting harder than ever to reach young audiences in such a “fragmented media landscape”.

In response, NZ On Air has launched two new YouTube channels — KIDOGO and KIDOGO Junior — designed especially for Kiwi preschoolers and primary-aged kids to make it easier for families to find and connect with local content.

“We're trying to address this visibility and accessibility gap, we're trying to give more options,” Mills says. “We keep talking about this is about trying to create a safe kiwi corner within YouTube.”

*The data comes from an online survey done by Varian, with a margin of error of plus or minus 2.18 percent. The qualitative research provides insights for caregivers and their children aged 2 to 14 years and the quantitative research covers caregivers and their children aged 4 to 14 years