Precise TV says that while the report confirms some assumptions, it reveals a host of of actionable insights that marketers can use to target Gen Z.
Precise TV, the contextual video company driving business outcomes for brands, and Giraffe Insights, a leading kids, youth and family research agency, have released the first-ever Precise Advertiser Report: Teens & Youth (PARTY), providing COPPA-compliant audience insights for parents and teens aged 13-17 in the United States. The report revealed some surprising findings.
“While the report confirms some assumptions, it reveals loads of actionable insights marketers have never had access to when targeting Gen Z,” said Christian Dankl, co-founder & chairman at Precise TV. “For example, plenty of people assert Twitch is the best platform for gaming, but the research shows that YouTube is far superior from attention and purchase power perspectives.”
Trends and supporting data insights that can be found in the report include:
- YouTube dominates attention and purchasing power versus other forms of media.
- YouTube drives purchase power due to ad recall that is nearly 4x that of broadcast TV.
- YouTube enjoys 2.1x higher ad recall than broadcast TV and VOD (video on-demand) combined.
- Teens choose to watch ads on YouTube: 6 in 10 teens consider watching YouTube ads rather than skipping.
- 45% of teens are likely to recall an ad seen on YouTube versus 23% on TikTok, 20% on broadcast TV, 18% in mobile gaming apps, 15% on ad-supported VOD.
- Video games are the top purchase category for teens, and YouTube is the centre of the gaming universe.
- 40% of boys and 34% of girls spend their monthly allowance on video games.
- Supplanting Twitch, YouTube is the place teens go to consume content from gaming creators – 76% of respondents prefer watching others play videos games on YouTube versus 34% on Twitch.
- YouTube drives 2x the commercial reach among gamers compared to any other platform.
“This report provides unprecedented Gen Z intelligence that media buyers need when maximizing their social video marketing budgets,” said Denis Crushell, chief commercial officer, at Precise TV. “Producing this report is tied to Precise TV’s mission to provide responsible COPPA-compliant ways for brands to get in front of kids and their parents enjoying popular content – from shows to games.”
The survey was conducted with 1,000 families in the United States, including teens between the ages of 13 and 17 years old and their parents. The PARTY research also includes a breakdown of 13-15 versus 16-17 year olds, important groupings for marketers looking to hypertarget specific age groups. Interested parties can download the report here.