Tweens today are navigating packed schedules and already feeling the pressures of school, and extracurriculars. They’re craving time to relax, tune out, and connect with their friends (and, yes, even their families). This comprehensive YPulse report on 8-12-year-olds reveals how tweens are turning to play and hobbies as their outlets, finding creative escapes through toys and games, and engaging in sports fandom. But of course, they’re doing it differently from tweens who came before them. Learn about the pressures they face, the role of digital platforms like YouTube in their play, how their sports viewing looks different, and of course their favorites–from toys to athletes.
Report Length: 51 pages, Report is based on a survey conducted in April 2025 among 1500 8-12-year-olds in the U.S. and Canada
Free time and hobbies, which passion projects define their identity, and how those interests connect to brand loyalty.
News consumption habits, which sources they trust, and how misinformation and media skepticism are shaping their worldview.
TV and entertainment viewing habits, which streaming services they’re subscribing to, and how their viewing habits are shifting.
