The family audience is older than you think.

On 27 July, we opened a channel of short, warm family videos: babies, toddlers, first words. Eleven weeks later, it had a third of a million views, with no advertising behind it.

The figure is not the interesting part. The audience is.

a third of a million

views in eleven weeks

two-thirds

of viewers are women

more than four in ten

viewers are over forty-five

Three generations, one feed

A brief for a family product usually describes a young parent. The people actually watching are broader. Nearly half are between twenty-five and forty-four, the years of raising young children. But more than four in ten are over forty-five, and one in six is over sixty-five.

That matches a wider shift. In the United States, 64%¹ of adults over sixty-five now use YouTube, and their viewing on the living-room screen has nearly doubled² in two years.

A family video is watched by the parents, and by the generation above them.

Warmth you can measure

People do not only watch these videos; they respond to them. Viewers like family videos more than 1.5 times as often as the rest of our channels, and they stay for nearly two-thirds of each one.

What it means

• For a family or baby brand: the buyer is not one person. A channel like this reaches the parent and the wider family together, in a mood that is already warm.
• For a creator in family subjects: the audience you can reach is older and wider than the one you were told to write for.