In 2020, children under eight watched more videos on the Internet than on television, according to a study by Common Sense Media, an American association that studies the impact of technology on children and families.
With 7 billion views, Baby Shark music video has become the most watched video on YouTube.
Figures that whet the appetite of advertisers.
Younger YouTube users are therefore particularly exposed to advertisements and product placements, according to this study, funded in part by the philanthropic foundation of Amazon boss Jeff Bezos.
For this, its authors analyzed 1639 videos watched by children under eight years old.
Ubiquitous ads
They found that 95% of videos aimed at kids came with ads - almost a quarter more than others.
In addition to the advertisements embedded by YouTube, almost half of these videos contain product placements, mainly toys.
But these advertisements, to which young audiences are particularly sensitive, are not always suitable for them.
Thus, 20% of videos intended for children contain inappropriate advertisements, in particular for brands of alcohol, lingerie or violent video games, the researchers noted.
Despite the parental control mechanisms put in place by YouTube, more than a quarter of videos viewed by children under eight are intended for an older audience.
To remedy this, YouTube encourages the use of YouTube Kids, a platform dedicated to the youngest.
Efforts fueled by a $ 200 million fine the company received in the United States for collecting personal data from children under 13 for advertising purposes.
But YouTube Kids is shunned by a large majority of children, the researchers noted.