YouTube Tops Kids' Most Loved Brand List

NORTH AMERICA–YouTube has come out on top as the most loved brand by kids in the U.S. for the second year, according to market research company Smarty Pants’ 2017 Brand Love study.

April 6, 2018

Oreo, M&M’s, Hershey’s and Netflix also came in as leading brands among children.

YouTube is also the No. 10 brand among parents, up from No. 24 two years ago.

The top 20 kids brands (in order) are: YouTube, Oreo, M&M’s, Hershey’s, Netflix, Doritos, Toys “R” Us, Fidget Spinners, iPad, McDonald’s, LEGO, Kit Kat, Chips Ahoy!, Skittles, Cheetos, Crayola, Popsicle, Lay’s, Fruit Roll-Ups and Disney Channel.

“YouTube is paramount in kids’ lives today,” says Wynne Tyree, president, Smarty Pants. “With an infinite library of engaging content that is continuously refreshed, it is their go-to resource for entertainment, inspiration and information.”

Brand Love is annual brand equity study conducted online among a representative sample of U.S. households with children ages 6-12. In 2017, nearly 8,300 children and their parents assessed 347 brands across 20 categories. The report factors in brand awareness,

love and popularity.