UM Ukraine and MADLAB present a comprehensive study of media consumption among children aged 1–18. The project was initiated by UM Ukraine. The research uncovers how today’s children consume media and what toys they choose.

“Our goal was to update the picture of children’s media consumption and develop recommendations for brands that focus on a young audience,” explains Tetiana Buratchuk, Managing Director of UM Ukraine.

The digital revolution starts at age 5

Findings show rapid digitalization of children’s media habits. 68% of children have their own internet-connected devices; 87% of them use smartphones and 53% use tablets.

“The results are logical and expected. Digitalization and internet access—and therefore access to all media platforms—are growing from a very early age. From 5 years old, almost everyone has internet access via their own or their parents’ gadgets. And the older they get, the more their consumption mirrors adults’. 12+ are essentially adult consumers, not kids,” comments Yana Fareniuk, Head of MADLAB.

YouTube still rules, but competition is rising

YouTube remains the dominant video platform—95% of respondents use it. At the same time, gaming platforms are surging: 63% of children play video games daily, and 48% of them watch game streams.

Minecraft and Roblox stand out as the primary games for ages 5–11.

“Kids and adults alike actively play on smartphones, and Roblox is the most popular among them. We’re already seeing successful cases of brand integrations in Roblox and strongly recommend testing ads within the game universe,” notes Tetiana Buratchuk.

How needs evolve by age

The study identified a clear evolution of media behavior by age:

  • Up to 4 years: active content consumption via Smart TV
  • 8+ years: growing popularity of video games
  • 12+ years: active use of messengers and social media

Social networks as communication tools

52% of children use social networks and messengers primarily for communication (97% cite communication as the purpose). Telegram leads across all age groups, while from age 12 kids increasingly use TikTok and Instagram.

AI enters kids’ lives

More than half of children are already aware of artificial intelligence, and one third use it. AI usage among children is growing rapidly—from 19% in 2024 to 36% in 2025.

Toys: from traditional to tech

A separate block examined toy preferences. Despite the digital surge, children remain loyal to “classic” toy types: construction sets (55%), plush/soft toys (45%), and tactile/sensory toys (45%).

“Toys are important for the youngest audience, so ads in this category easily attract attention, motivate, and influence choice. Older kids are less interested. We recommend that toy manufacturers narrow their target to children under 7–8 years old,” adds Yana Fareniuk.

Modern children don’t just consume content—they actively interact with it through games, create their own content, and shape new communication models.

“Children’s media consumption is constantly transforming. They engage with content across multiple dimensions at once—entertainment, learning, and communication. This reality pushes us to seek new approaches to communicating with young audiences,” summarizes Tetiana Buratchuk.

Bottom line: Successful communication with children today requires more than mere presence in digital channels—it demands understanding the unique logic of each age group and designing interactive experiences that match their needs for play, communication, and self-expression.