YouTube is quite literally everything to tweens. It’s such a large part of their lives that in YPulse’s latest Tweens: Media and Entertainment report, we dedicated an entire section to unpacking just how much 8-12-year-olds love it. Between short-form clips, long-form videos, memes, and every genre imaginable, YouTube isn’t just something tweens watch—it’s their main source of entertainment. YPulse data shows YouTube is, by far, the top type of content 8-12-year-olds watch every week, beating out streaming platforms. A huge part of that appeal is, naturally, YouTubers. Even though the creator landscape is fragmented, YPulse data shows that many of tweens’ top creators across all social platforms are YouTubers. Tweens are building real connections with the people they watch there, and those creators often matter more to them than traditional celebrities. For brands, understanding just how impactful YouTubers are is a must. YPulse’s Tween: Shopping and Retail report shows the posts tweens say they see and most want to buy from are those made by creators they can relate...
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