The media landscape for U.S. teens and younger children is evolving rapidly, driven by increased smartphone penetration, a pivot away from traditional TV, and emerging interactions with AI technologies, according to recent surveys by Piper Sandler and Pew Research Center.
While teens are spending less and reallocating their media time toward platforms like YouTube and TikTok, younger children are engaging with smartphones at unprecedented rates—sometimes before they can walk. These shifts, coupled with parental concerns about safety and social media's impact, signal a generational transformation in how kids consume content and interact with technology.
Piper Sandler's Fall 2025 "Taking Stock With Teens" survey, released this week, polled 7,991 U.S. teens (average age 15.7) and found a notable 7% decline in self-reported daily spending compared to Spring 2025, dropping from $97 to $90 per day. This continues a downward trend from $103 in Fall 2024, reflecting economic pressures like inflation and cautious consumer behavior. Teens are prioritizing experiences over material goods, with spending on food (23%), clothing (20%), and accessories leading the way.
Media consumption patterns show a clear shift. Teens now spend 28% of their daily media time on social media, with TikTok leading as the favorite platform (33% preference, up from 30% in Spring 2025), followed by YouTube (24%) and Instagram (20%). Snapchat and Netflix have slipped, while traditional TV viewership continues to erode, with only 12% of teens citing it as a primary entertainment source. Streaming dominates, with Netflix, YouTube, and Amazon Prime topping video consumption.
Pew Research Center’s survey of U.S. parents with children under 12 highlights an even earlier entry into the digital world. A striking 61% of parents report their kids use or interact with smartphones, including 38% of children under 2. This marks a significant jump from five years ago, when only 25% of under-2s were exposed to smartphones.
Much of this usage involves streaming kid-friendly content, with YouTube usage among under-2s soaring from 45% to 62% since 2020. By ages 11-12, 59% of kids have their own smartphones, and overall, 24% of children 12 and under own a device—a trend fueled by parental desires to stay connected (92% cite this as a priority).
Despite statewide school smartphone bans sparking a niche revival of devices like iPods, parents are increasingly comfortable equipping pre-teens with phones for communication and entertainment.
However, 90% of parents still allow TV as the primary screen for kids’ entertainment, suggesting traditional media retains a foothold for younger audiences.