A landmark report from the Roy Morgan Young Australian Survey has revealed that YouTube viewing is now a near-universal experience for children, with 89% of 6–13-year-olds—approximately 2.5 million individuals—tuning in regularly. This research, conducted throughout 2025, highlights a digital landscape dominated by specific entertainment niches, even as new government regulations begin to reshape how young people access the platform.
THE DIGITAL DIVIDE: GAMING AND CONTENT TRENDS
The data shows that Gaming is the undisputed king of content, captured by over 1.33 million children. While gaming remains the top category across all age brackets, distinct preferences emerge when looking at gender. Boys are the primary drivers of the gaming and sports categories, whereas girls gravitate toward a more diverse range of “lifestyle” content, including Animals, Music, Fashion, and DIY.
Despite these differences, certain genres like Animation and Comedy maintain a remarkably even appeal across all children. Interestingly, the survey identified a “super-star” effect: while thousands of creators vie for attention, MrBeast stands alone as the favourite for 15.2% of all young Australians, with the next most popular channels trailing far behind at only 1% each.
THE IMPACT OF AUSTRALIA’S SOCIAL MEDIA BAN
The timing of this data is critical, as it coincides with Australia’s world-first social media ban for those under 16, which was implemented in mid-December 2025. While YouTube Kids remains an available alternative for the younger cohort, Roy Morgan CEO Michele Levine points out a significant “reality gap.” Many of the most-loved creators, such as MrBeast, Ryan Trahan, and FaZe, are often unavailable within the restricted YouTube Kids environment. This leaves millions of children potentially struggling to access their favourite entertainment until they reach the age of 16.
WATCHERS VS NON-WATCHERS
The research also delved into the psychological and lifestyle differences between 10–13-year-olds who watch YouTube and those who do not. The findings suggest that “YouTube watchers” are significantly more likely to prefer indoor digital play over outdoor activities. Furthermore, these children expressed higher levels of concern regarding global issues; for instance, 67% of watchers reported worrying about war, compared to only 45% of non-watchers.
In contrast, children who do not engage with the platform tend to report a higher affinity for traditional hobbies and health-conscious choices. Roughly 85% of non-watchers enjoy reading, and 83% expressed a preference for healthy foods, suggesting a notable difference in daily priorities between the two groups.
Taken together, the findings paint a clear picture: YouTube is no longer just another entertainment option for Australian children—it is a defining force shaping how they play, what they watch, and even how they see the world. As Australia’s under-16 social media ban begins to bite, the challenge for parents, platforms and policymakers alike is not whether children will engage with digital content, but how that engagement is guided, moderated and balanced.
