Roy Morgan Survey Reveals 2.5M Young Aussies Watch YouTube

Why It Matters

The findings underscore YouTube’s near‑universal reach among Australian youth, shaping advertising spend, content strategy, and regulatory scrutiny as the government tightens age‑based platform restrictions.

Key Takeaways

• 89% of Aussie kids 6‑13 watch YouTube.
• Gaming leads viewership, especially among boys.
• Girls favor music, fashion, DIY, and animals.
• MrBeast is top channel for 15% of kids.
• Ban may restrict access to favorite creators.

Pulse Analysis

YouTube has become a digital mainstay for almost nine‑tenths of Australian children aged six to thirteen, according to Roy Morgan’s latest Young Australian Survey. The platform’s appeal rivals traditional media, with 2.5 million young viewers consuming content across a nationwide sample of 1,129 respondents. This penetration signals a shift in how the youngest demographic discovers entertainment, learns, and forms opinions, positioning YouTube as a critical touchpoint for brands seeking early‑stage engagement.

Category preferences reveal stark gender and age nuances that advertisers can leverage. Boys overwhelmingly gravitate toward gaming and sports, with 67 percent of male viewers tuned into gaming versus 39 percent of girls. Girls, on the other hand, spread their attention across music, fashion, DIY, animals and cooking, reflecting a broader lifestyle interest set. Age‑band analysis shows gaming dominance through ten‑year‑olds, while comedy and animation gain traction among older tweens. These insights enable marketers to tailor creative assets, placement strategies, and sponsorships to match the distinct consumption patterns of each segment.

The Australian government’s world‑first social‑media ban for under‑16s adds a regulatory layer that could reshape platform access. While YouTube Kids offers a curated environment, many favored creators—such as MrBeast, Ben Azelart and IShowSpeed—remain unavailable, potentially driving users to shared family accounts or unregulated viewing. This gap raises questions about compliance, parental controls, and the future of ad‑supported content aimed at minors. Stakeholders must monitor policy evolution, adapt content moderation practices, and consider alternative outreach channels to maintain connection with this sizable, highly engaged youth audience.