Unpacking the Kidult phenomenon: Insights from a YouGov Behavioral report
A Kidult is an adult who actively engages with kids' content and toy brands, embracing a childlike enthusiasm for activities, media, and products typically associated with younger audiences. YouGov's latest report, utilizing data from YouGov Behavioral, which offers a 360˚ view of online sentiment, provides comprehensive audience insights into the behaviors and preferences of these adults.
Who is the Kidult audience?
According to the report, the average age of individuals engaging with popular Kidult brands online is 36.7 years, with the majority of this audience skewing female.
Netflix's Kidult audience tends to be slightly younger, falling predominantly within the 18-44 age range, and shows a stronger presence in urban areas. This group also includes a significant representation of minorities, differing from Netflix's broader subscriber base.
Prime Video’s Kidult audience, on the other hand, is more female, predominantly white, urban, and aged above 30. Compared to Prime Video’s overall US subscriber base, Kidult titles appeal more to females aged 30-54, Asian viewers, and rural subscribers.
Apple TV+ and Peacock cater mainly to the 30-44 age group, while Hulu sees its strongest Kidult engagement among the 18-29 demographic.
Kidult brands over time
The report also tracks the popularity of Kidult brands from 2021 to 2024, highlighting enduring favorites and emerging trends. Dungeons & Dragons has consistently ranked among the top three Kidult brands throughout this period. In 2024, the most popular Kidult brands include Dungeons & Dragons, Nintendo, and Barbie, with Marvel Comics consistently appearing in previous years.
Kidult brands that have seen the most significant growth in popularity between 2021 and 2024 include Squishmallows, Lisa Frank and Pop-Tarts.
Driving factors behind the Kidult audience
These Kidult brands tap into key drivers of appeal such as nostalgia, sensory and emotional soothing, vintage and retro models, and immersive world-building. Online conversation across Kidult brands show that the sensory soothing aspects of toys including Squishmallows and Polly Pockets are strong drivers of appeal for the Kidult audience, with some comments showcasing this is a driver of appeal that carried over from childhood for many Kidults.
Furthermore, movies and TV shows featuring Kidult brand IPs, such as Dungeons & Dragons: Honor Among Thieves, The Super Mario Bros. Movie, and Barbie, are crucial in driving renewed interest and online conversation around these brands.
YouGov Behavioral: Online Search and Social combines A.I. with digital, social, survey and marketing data collected across 42 territories to create insights, recommendations, and strategies for our clients. We help discover your different audiences, track their demand for content, and market to them more efficiently.
Image: Getty Images