YouGov Behavioral: Kidults - US Viewership and Brand Popularity 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.