What are young children watching on YouTube while their parents cook dinner, drive or work from home? A lot of advertising and very little educational content, a new study finds.
Some 95 percent of videos aimed at children ages eight and younger on YouTube contain ads, and many of those are hawking products for a much older audience, including whiskey, lingerie and violent video games, according to a joint study by Common Sense Media and researchers at the University of Michigan.
"In our study, most children were watching the videos with branded products or outrageous content that creators have posted to get more views, which leads to more ad revenue and getting featured in recommendation feeds," the report's co-author, Jenny Radesky, a researcher at the University of Michigan, said in a statement.
"Although great content for kids exists on YouTube, it's not rising to the top," she added.
But the report says there is more that YouTube could do to protect kids, such as moving all content directed at children from its main site to YouTube Kids "to ensure that ads are age-appropriate, and parents have more control over how to curate their child's feed."
The report also suggests that YouTube work with content creators to improve the quality of videos produced for children and develop metrics to evaluate them.