YouTube is usually known as a community full of young adults, teenagers, and tweens. But as many creators who grew up with YouTube since its inception (like Philip DeFranco and Shay Carl) enter into their adult years, video content for a more mature demographic has focused on babies and family life.
Video rights management and monetization company ZEFR decided to analyze the popularity of baby brands and video content on YouTube in its new “Parenting on YouTube” report. And in terms of presence on Google’s online video site, diaper company Pampers has all others beat, with over 200 million total video views across almost 8,000 videos featuring the brand.
The next diaper company with the highest-viewed branded content is The Honest Co., which has garnered roughly 1,200 videos and 175 million total video views to date. Huggies isn’t far behind in views (150 million), but the brand has far more videos with its name attached to them (over 5,500 clips) than The Honest Co.
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In terms of baby food, ZEFR found Gerber earned the most video views at over 12 million, earning it the top spot in terms of brand impact and presence on YouTube. Similar to the way The Honest Co. videos and views performed in the diaper category, baby food company Plum Organics came in second for presence in the food category with 900,000 video views, but across only 100 or so videos.
It’s not just brands who are hitting it big on YouTube for family-oriented content. Parents may be less well-known creators on YouTube than those who attract teenage viewers, but these moms and dads are still attracting millions of views across the board. From gender reveals to nursery tours, baby content on YouTube is popular in its own right.
For example, the pregnancy announcements ZEFR studied had over 56 million total views. Baby shower decorating ideas and hauls racked up a whopping 256 million collective views, while videos with pregnancy tips garnered 46 million views. Stroller and car seat reviews, while less popular overall, still pulled in 13.7 million collective views across only 857 videos.
You can download the entire ZEFR “Parenting on YouTube” report via the company’s official blog.
