Key Insight: Kids are talking about safety more than ever – and the brands putting it at the heart of their story are striking a powerful chord.
YouTube is back on top. For the second year running, the video giant sits proudly at #1 in our Top 100 Coolest Brands of 2025 – and it’s no accident. With over 20 million videos uploaded daily and two billion users worldwide, YouTube continues to dominate screen time for kids across the globe.
But the real genius move? YouTube Shorts. Averaging a jaw-dropping 70 billion daily views, it’s the platform’s slick clap-back to TikTok – and it’s paying off. Because while TikTok might lead on unwrapping trends and viral chaos, YouTube wins on trust.
For kids, safety isn’t just about stranger danger anymore. It’s about emotional safety – avoiding toxicity, bad vibes, and online drama. And here, YouTube has earned its halo.
“There’s loads of different channels, you can put in anything and get something back. They’re safe too because you can turn comments off. There’s a restricting mode where there’s no swearing. It makes me feel happier blocking out all the negative energy.” – Rose, 11
The platform’s popularity is undoubtedly based on the immense depth and breadth of the content it offers, and its greatest asset is its creator community. YouTube’s long list of influencers, from macro to micro, ensure the platform is always current, on-trend, and at the forefront of kids’ minds.
But unlike feud-hungry TikTokers, kids’ favourite YouTube creators come off as friendlier, more thoughtful, and enthusiastic – a vital distinction for Gen Alpha, who’ve grown up digital but still crave positivity. They know how to bypass rules, yes, but they want to feel protected. And YouTube superstars like Sidemen and Mr Beast promote camaraderie and collaborations.
YouTube is doubling down on that mission. Behind the scenes, AI tools are being tested to verify age and serve age-appropriate content – using ID or credit card verification as backup. The move aligns with new UK, EU, and Australian regulations, keeping YouTube ahead of the curve while protecting its youngest users.
As AI evolves and legislation tightens, platforms that bake in ethics from the ground up will stand apart. And YouTube’s success proves a clear point: putting safety first isn’t a compromise – it’s a winning strategy.
Lessons for brands: Safety is not simply a legislative issue (although that is important). It’s about creating and managing an environment where kids and teens feel safe. There is a fine line between competition and negativity, especially in online environments. How can you help a young audience navigate these?
Get in touch with our kids and teens experts at hello@beanobrain.com or drop us a line here.