Member Exclusive: NPD’s Children & Influencer Platforms Study Now Available

November 25, 2019 | The NPD Group’s Children & Influencer Platforms Study, which explores how children engage with key influencer platforms, is now available to Toy Association members.

Commissioned by The Toy Association, the study provides detailed information on how kids are using influencer platforms, case studies of top-performing influencer channels, demographics of users, and how kids’ habits influence toy purchases.

The study surveyed 2,500 U.S. children between the ages of 0 to 14 and their interactions with the streaming platforms YouTube and YouTube Kids and social media services Facebook and Instagram. Based on these findings, The NPD Group analyzed the types of content kids were watching (based on age), how they discovered content, and why they used each platform.

NPD also profiled the content strategies of six highly watched YouTube channels (based on the 67 channels included in the survey). Ryan ToysReview (now Ryan’s World) topped the list as the most watched toys channel and most successful channel at converting views into sales. Other channels included Its JoJo Siwa, Little Baby Bum, and Pinkfong! Kids’ Songs & Stories, among others.

The report was highlighted during The Toy Association’s recent webinar, “Children & Influencer Platforms: New Research from The NPD Group,” presented by Juli Lennett, vice president and industry advisor, U.S. Toys at The NPD Group. A recording of this webinar, which was held on November 21, is now available.

Members may contact Anne McConnell, senior director of market research & data strategy, to request a copy of the report.