Today’s tweens don’t watch media the way any generation before them has. Raised on tablets, smartphones, streaming, and YouTube, 8-12-year-olds fluidly move between screens, platforms, and formats depending on what grabs their attention in the moment. For them, entertainment is always on, portable, and personalized—whether that’s binge-watching a show on TV, scrolling YouTube Shorts on an iPad, or watching creator content with their family. This report breaks down how tweens are really watching TV, movies, and online video today, and what that means for brands trying to reach them. From YouTube’s role as their version of TV, to the growing importance of co-viewing and parent approval, to why social feeds now drive what ends up on the big screen, this study reveals how media habits are shifting at a critical life stage.
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