This might surprise an industry that has been ringing linear TV’s death knell for the last few years, but it’s still a key part of UK kids’ media diet, Glance Research shared during a MIPJunior presentation last weekend.

The research org, which provides TV ratings data and tracks trends worldwide, broke down what kids are actually watching when they’re using the TV.

Focusing on the UK, and data from ratings org Barb, Glance noted that kids (four to 15) spend an average of one hour and 41 minutes watching a TV daily, according to data from January to June 2025. Kids’ screentime is split pretty evenly, but linear TV is still leading the way at 35 minutes, with SVOD/AVOD at 34 minutes and YouTube at 31 minutes. That’s a fact that might surprise producers, who’ve been hearing that YouTube has completely cannibalized linear TV’s children’s audience.

In fact, the reality of what UK kids are watching is far more nuanced, according to Glance. When it comes to what services have the largest market share among kids, YouTube has 30.2%, while linear broadcasters have 35%. (That’s 32% for the BBC and 3% for CBeebies.) And SVOD/AVODs together have roughly 34%—driven by Netflix (21.1%) and followed by Disney+ (8.4%) and Prime Video (3.8%).

Glance Research’s senior research analyst Romy Nicolas detailing how half of the top YouTube channels for kids are TV IPs. Image by Ryan Tuchow.

Perhaps the most telling data point that illustrates linear’s lingering strength is that in the last three months, five of the top 10 kids YouTube channels by views are TV IPs. These five are: Peppa Pig, Numberblocks, Bluey, Masha and the Bear and Grizzy and the Lemmings.

The presentation, titled “Measuring Magic: Kids’ Hits & Trends,” also highlighted K-pop, sports, gaming and absurd comedy (like Lee Bones Productions’ Australian hit Do Not Watch This Show) as trends that are attracting buyers and viewers.

Top image courtesy of S. D’Halloy – Image & Co via RX.