YouGov Behavioral: Kidults - US Viewership and Brand Popularity Report

YouGov - July 8th, 2024

YouGov Behavioral - Kidults - US Viewership and Popularity ReportDownload report

Leveraging YouGov Behavioral’s insights into media consumption and online search & social, this report explores top-performing Kidult content on streaming platforms, as well as public interest trends and drivers of appeal for popular Kidult brands.

Key Findings Include:

Kidult brands that experienced the highest growth between 2021 and 2024 include Squishmallows, Lisa Frank, and Pop Tarts.
The average age of individuals engaging with popular Kidult brands online is 36.7.
Online conversation across Kidult brands shows that the sensory-soothing aspects of brands including Squishmallows and Polly Pockets are strong drivers of appeal for the Kidult audience, with some comments showcasing this as a general driver of appeal that carried over from childhood for many Kidults.
Kidult Content driving high viewership across multiple platforms include: SpongeBob Squarepants, Avatar: The Last Airbender, Adventure Time, Yu-Gi-Oh!, Blue’s Clues, Paw Patrol
Conversation analysis indicates that needstates for watching Kidult content include: Escapism, Sensory & Emotionally Soothing, Mood-Boosting, Emotional Catharsis, Nostalgia
Majority of the top-ranking Kidult TV series analyzed in this report trend towards shorter episodes, with the longest episode length being 30 minutes. 43% of the top Kidult series analyzed in this report have more than 100 episodes.

Download report Get in touch

Categories

Media & content

Leisure & entertainment

Retail

YouGov Behavioral: Top Film & TV Among the Female Demographic (US, 2025)

YouGov Behavioral - Race to the White House 2024 - US Popularity and Audience Analysis

US: Top horror movies for Halloween 2024

UK: Top horror movies for Halloween 2024

YouGov Behavioral - Chappell Roan - US Sentiment and Popularity Report

Unpacking the Kidult phenomenon: Insights from a YouGov Behavioral report

YouGov Behavioral - It Ends With Us, Blake Lively, Justin Baldoni - US Sentiment and Popularity Report

YouGov Behavioral: Canada's Favourite Movies & TV Shows (2024)

YouGov Behavioral: Fallout US Popularity and Global Viewership

YouGov Behavioral: K-Drama and K-Pop Fandoms in the US

The behavioral data opportunity

Online discussions on autism surge worldwide – who's talking about it?

Standout vs. Standard: Measuring ROI of product placements

Godzilla x Kong, Dune and Poor Things: Most in-demand TV and film in America for March 16-31, 2024

Champions League, Europa League, and Dune UK’s most in-demand TV and film for March 16-31, 2024

Chalamet rules Brittania: Dune(s) and Wonka UK’s most in-demand Titles for March 1-15, 2024

Dune, The Oscars and Dune 2: Most in-demand TV and film in America for March 1-15, 2024

UK most in-demand TV and film for February 1-15, 2024

Most in-demand TV and film in America for February 1-15, 2024

US: Most in-demand TV and film for November 1-15, 2023

UK: Most in-demand TV and film for November 1-15, 2023

US: Most in-demand TV and film for October 16-31, 2023

UK: Most in-demand TV and film for October 16-31, 2023

UK: Most in-demand TV and film for October 1-15, 2023

US: Most in-demand TV and film for October 1-15, 2023

UK: Top horror movies for Halloween 2023

US: Top horror movies for Halloween 2023

Soccer bigger than football in US?! Most in-demand TV and film for September 16-30, 2023

UK: Most in-demand TV and film for September 16-30, 2023

UK: Most in-demand TV and film for September 1-15, 2023

US: Most in-demand TV and film for September 1-15, 2023

US: Most in-demand TV and film for August 1-15, 2023

UK: Love Island is the most in-demand TV show for August 1-15, 2023

US: Most in-demand TV and film for July 16-31, 2023

UK: Most in-demand TV and film for July 16-31, 2023

UK: Most in-demand TV and film for July 1-15, 2023

Submit an inquiry

Book a demo

Call me

Business

Members

YouGov Behavioral: Kidults - US Viewership and Brand Popularity Report