Unlike older gens who grew up waiting for Saturday morning cartoons or rushing home to watch a music video air on cable, the youngest gens have never known a world without on-demand video content. And, naturally, that kind of access has shaped their viewing habits in big ways. Instead of passively tuning into whatever’s on, kids are curating their own entertainment across platforms—bingeing streaming-original shows, replaying favorite creators on YouTube, and discovering new trends through vertical-feed socials. And they’re watching a lot of it. Video is how they relax, learn, and connect with their friends, and it’s also driving their influence at home. Like generations before them, parents are getting requests from their kids to purchase the products they see. But now, kids’ knowledge of brands can come from anywhere, whether it’s the unboxings they watched on social media or the snacks they spotted in a Netflix show. And for brands, that means plugging into the video platforms where they’re spending most of their time is crucial. That’s why...
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