Precisify Expands Gen Alpha Research Series into Germany
New research shows that YouTube (reaching 80% of kids aged 10-12) and Netflix (reaching 71% of Gen Alpha) capture family attention and strongly influence household purchasing decisions in Germany
NEW YORK, LONDON, BERLIN — January 29, 2026 — Precisify, the cross-platform media intelligence pioneer redefining how brands and agencies maximize return on ad spend, today released Precisify Insights: Kids Germany. Following the success of its kids insights reports in the United States, United Kingdom and Australia, Precisify is now expanding the Precisify Insights: Kids series into Germany as part of its broader European growth strategy. The move reflects rising demand from agencies and brands for clearer, data-led guidance in markets where YouTube and creator-led media have historically been harder to plan and measure at scale.
“These data findings give us the clearest picture yet of how Gen Alpha and their parents in Germany are spending their time and money,” said Christian Dankl, Co-founder and Co-CEO of Precisify. “Among the many trends uncovered, this research shows that YouTube and Netflix dominate family attention and influence household purchasing in Germany. For brands and agencies, these insights replace guesswork with clear, evidence-based guidance for smarter media planning and buying.”
Based on a panel of 750 German children aged 2-12 and their parents, this research highlights how platforms such as YouTube, video-on-demand (VOD), mobile gaming and influencer content shape family attention and influence household purchasing decisions — offering much-needed clarity for brands looking to unlock YouTube’s full potential in the German market. Conducted in partnership with Generation Media, the report aims to provide media buyers with clear intelligence on where German household engagement truly occurs and how to reach families in ways that are effective, responsible and compliant.
“This research offers a data-led view of how kids and parents in Germany navigate the intersection of media and commerce,” said Alex Taylor-Smith - Director of Business Development at Generation Media. “By partnering with Precisify on this report, we can turn real behaviours — including co-viewing, second-screening and creator influence — into actionable guidance for brands, while reinforcing the need for locally informed, child-safe planning.”
Key findings from the report include:
YouTube and VOD dominate kids’ media habits in Germany. Across all age groups, video-on-demand and YouTube are the two most-used platforms among German children. Netflix leads all VOD services, while YouTube usage rises sharply with age — reaching 80% among kids aged 10-12, compared with 67% of 6-9-year-olds and 51% of 2-5-year-olds. Among kids aged 6-12, YouTube viewing is evenly split across genders, while VOD skews slightly higher among girls.
The TV screen still matters. Nearly half of German kids watch YouTube on a television, reinforcing the growing role of connected TVs in family viewing environments.
Second-screening is the norm for kids and parents alike. More than half of children use a phone or tablet while watching TV, most commonly to play mobile games or watch YouTube. Parents mirror this behaviour, creating a shared, multi-screen household experience.
Mobile gaming drives real purchase influence. Sixty-five percent of German kids say they have asked their parents for something after seeing an ad while playing a mobile game, underscoring gaming’s role in shaping purchase requests.
Influencer content is overwhelmingly consumed on YouTube. Overall, 62% of German kids say YouTube is where they primarily watch content from their favourite creators, far ahead of platforms like TikTok and Instagram. Among kids aged 10-12, more than half regularly consume influencer content on YouTube, often alongside second-screen activity.
LEGO leads shared interests across generations. LEGO ranks as the most recognised and favoured toy brand among German families, with nearly four in ten parents saying they share an interest in LEGO collectibles with their child — significantly ahead of brands such as Disney, Pokémon and Marvel.
“From co-viewing and second-screening to the influence of creators and gaming on household decisions, this research reveals an unrivaled line of sight into how kids’ media behaviours intersect with family purchasing,” said Denis Crushell, Chief Commercial Officer at Precisify. “That clarity enables advertisers to plan more effectively and drive stronger business outcomes without compromising on safety or responsibility.”
Precisify Insights: Kids Germany is the latest addition to the global Precisify Insights: Kids research series, joining existing studies across the United States, United Kingdom and Australia. Brands, agencies and media partners can request a copy of the report here.
About Precisify
Precisify (formerly Precise TV) is a cross-platform media intelligence pioneer redefining how brands and agencies maximize return on ad spend. Powered by proprietary audience panels, intent signals, contextual data, and agentic AI, Precisify delivers zero-waste precision across YouTube, Mobile Gaming and Influencer. Its technology maps real customers to the exact content that influences them, and then builds custom, brand safe plans that eliminate the trade-off between safety, scale and success. The company operates globally with offices in London, New York, Los Angeles, Sydney and Salzburg. For more information, visit https://precisify.com/.
About Generation Media
Generation Media is the world's leading independent media specialist, dedicated to powering brands Generation by Generation for nearly 20 years. The agency creates meaningful communication strategies through data-led expertise.
Since disrupting the industry in 2008, Generation Media has set new standards in client service, insight, and innovation. The agency established itself as a global leader in Children’s, Toys & Games, and Parenting marketing, before expanding into sectors such as Video Gaming, Publishing, Finance, Fashion, Retail, and FMCG. Rather than following trends, Generation Media creates them - delivering impactful, data-driven strategies powered by cutting-edge insights and analytics.
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