Tuesday, September 23, 2025
Youth Media: How to Speak Effectively to Children in 2025?
Edition
Streaming, YouTube, humor and storytelling, the new keys to a successful media strategy for 3-12 year-olds.
In an increasingly fragmented media landscape, marked by multi-screen consumption and algorithms that shape usage, children remain a target that is as valuable as it is difficult to capture.
The New Deal Media 2025 study , conducted by Junior City in partnership with La Revue du Jouet , provides a valuable analysis of the channels, content and codes to be used in the hope of attracting the attention - and sympathy - of 3-12 year-olds.
📺 More connected than ever… but still curious
The first major lesson: children have massively adopted streaming platforms. 88% of 3- to 12-year-olds now have access to them—with Netflix and Disney+ leading the way.
A new development this year: the number of households opting for a subscription with advertising has doubled compared to 2024. This is strategic data for brands, which could once again invest in these media, which are often considered impervious to targeted advertising.
YouTube is, unsurprisingly, the go-to platform. Two out of three children aged 3 to 12 access it regularly (YouTube and YouTube Kids combined), with a strong dominance in the 7-12 age group. For these children, YouTube is no longer just an entertainment channel: it's their number one search engine when browsing the internet.
Better still, one in three children who are used to using YouTube watch ads to the end without clicking the "skip" button - they were only one in five in 2024. A significant jump, accompanied by another strong indicator: +12 points on the proportion of 7-12 year-olds who remember having seen an ad the day before or the same day on YouTube or on television.
🎮 TikTok, Snapchat: The teenager's antechamber
From the age of 9-10, usage patterns change. TikTok appeals to just under 30% of children in this age group, a third of whom use it almost daily, for nearly 30 minutes each session.
Snapchat follows, with 20% of users, often directly linked to the ownership of a personal smartphone.
But these platforms still remain secondary compared to YouTube : three-quarters of 7- to 12-year-olds who follow influencers or "internet stars" do so via YouTube. A fact that should not be overlooked by brands: it is on this platform that young people discover and become attached to content creators, much more than elsewhere.
😂 What works: Humor, imagination, and supporting evidence
The emotional levers that work remain constant… but become more precise.
The study identifies three major ingredients that children cite when asked what strikes them in an advertisement (apart from characters or licenses):
- Fun : “It has to be fun!” , especially for 7-8 year olds.
- Playing with family , especially with siblings — much more than with friends.
- Imaginary projection , with the desire to invent stories from the product.
But children are no longer satisfied with a nice story. They want to understand quickly and clearly what the toy or product is for, what it offers. From the age of reason, they seek an objective and differentiating benefit, which they are able to decode immediately.
Hence the importance of product demonstration : showing the game in real-life situations, handled by children, with close-ups and realistic scenes. This is already the norm in advertising films in the sector.
The challenge? To stand out from the crowd.
⏱️ 20 seconds to convince
The formats imposed by television — often less than 20 seconds — limit creative possibilities.
Conversely, unboxing videos on YouTube, which are longer and more detailed, captivate children for several minutes.
A dynamic that forces brands to rethink their formats based on platforms... and available attention.
🎬 Cinema and catalogs: Safe bets
Contrary to popular belief, linear television and cinema have not had their last word.
Among 3-6 year olds , we even observe a 5 point increase in children having access to traditional TV programs.
As for cinema , it retains all its emotional power:
- 9 out of 10 children aged 3 to 12 go there at least once a year.
- On average 3.5 times per year , with a median of 2.5.
- 7 times out of 10 , it is a parent who initiates the outing.
Trailers , the genre of the film and sequels to previously seen films are the main motivators for 7-12 year olds. And for 7-8 year olds, cinema remains the primary source of discovery of new heroes , ahead of television, YouTube or word of mouth at school.
Finally, let's not forget paper . The toy catalog remains the number one source of inspiration for children and their parents when writing their famous Christmas lists. As for in-store dramatization , it remains relevant by adding a touch of dreaminess to the shopping experience.
🧸 In summary: Demanding children, brands put to the test
In 2025, communicating with children means navigating between YouTube and Netflix, between a hearty laugh and a solid argument, between an ultra-short format and a concrete demonstration.
Children are exposed, attentive, curious… but also highly selective.
They want to understand, be entertained, and imagine.
Brands must juggle humor, differentiating benefits, contextualization, and multi-channel creation.
An effective youth media strategy cannot be improvised; it is based on a detailed understanding of current uses, expectations and generational shifts.
Sources:
New Deal Media Study 2025 – Junior City (1,400 households surveyed, April 2025)
Exclusive interview for La Revue du Jouet, published on July 30, 2025
FamilyBus Study – Junior City (Sept. 2024 / Nov. 2024 / Jan. 2025)