What does The Insights Family do?

The Insights Family is an independent market research company that surveys close to a million kids, teens, young adults and parents every year across 22 markets, producing live, real-time data on the family economy that is updated every day.

How is the kids and family data collected?

Data is collected every day through first-party surveys with kids, teens, young adults and parents, operated ethically and in line with COPPA, GDPR and GDPR-K and age-appropriate data standards.

Real-time intelligence on the family economy

Know how kids and families

Turn the world's largest live data source on Gen Alpha, Gen Z and their parents into the evidence behind your winning strategies, products and experiences.

Explore the data How it works

Trusted by 3,000+ brands and chosen by teams at

The family economy opportunity

Be in the driving seat of $1 trillion in spend

Kids and teens sway 78% of family spending, from toys to groceries, holidays and subscriptions. Understand what drives those choices, and you could turn their influence into your next revenue opportunity.

#1 YouTube (56%) is the top way US kids 3–12 have interacted with their favourite character 83% of kids worldwide own or want products related to their favourite film 28% of UK kids bought toys or games of their favourite character 94% of kids act on adverts they like; in the UK, 48% ask a parent to buy it 81% of kids respond positively to brands in games and social 93% of UK kids have their own money 75% of kids worldwide own or want their favourite YouTuber’s merch 45% of 19–30s still buy, collect or play with toys #1 Friends are the top way kids discover new brands in 14 of the 22 markets we survey 96% of parents make impulse buys for their child; 1 in 6 at least monthly 1 in 3 UK kids aged 6–15 use AI tools daily #1 YouTube (56%) is the top way US kids 3–12 have interacted with their favourite character 83% of kids worldwide own or want products related to their favourite film 28% of UK kids bought toys or games of their favourite character 94% of kids act on adverts they like; in the UK, 48% ask a parent to buy it 81% of kids respond positively to brands in games and social 93% of UK kids have their own money 75% of kids worldwide own or want their favourite YouTuber’s merch 45% of 19–30s still buy, collect or play with toys #1 Friends are the top way kids discover new brands in 14 of the 22 markets we survey 96% of parents make impulse buys for their child; 1 in 6 at least monthly 1 in 3 UK kids aged 6–15 use AI tools daily

A 360° view of a kid's life.

Everything competes with everything. A TV show doesn't just compete with other shows; it competes with video games, toys, sport and the creator a kid watched at breakfast. For young audiences choice is endless and without borders, and attention is the only currency that counts.

To win in the attention economy, you have to see a kid's whole world, not just your corner of it.

The data

Explore the data

Tracked continuously amongst kids aged 3–18

What do you think will be the next big thing?

Bring us your question

How data impacts outcomes

Three ways the latest data drives your next decision.

Most data looks backwards. Ours shows you what to do next.

Build strategy on evidence

Start with data when shaping your hypothesis, so your time and budget go where the proof is, not your gut instinct.

Get buy-in faster

Walk into the room with hard numbers behind your recommendation, so sign-off is quicker and the spend is defensible.

Find the growth first

Spot rising demand and the whitespace competitors miss, and move while the opportunity is still yours to win.

Americas & Middle East

TrendLens

A live webinar on the standout signals from the region over the past 90 days.

26 AUGUST 2026
3pm UK / 10am NYC

Save your seat

Supporting those who shape what's next

Whatever you make, license or market, start with your audience.

For licensors & IP owners

Protect and grow your IP

Prove demand and momentum for your IP, by market, age and category, to win more licensing deals and negotiate stronger guarantees.

Explore For licensees

Back winners at retail

Compare kids' favourite characters, franchises and product categories before you build a range, so you sell through what families want most.

Explore For Brands

Connect with Gen Alpha

Understand what young audiences care about today and what drives their choices, so your campaigns, creative and content earn their attention and drive demand.

Explore For Agencies

Win the kids and family pitch

Land new business with kids and family brands by arming your pitch with expertise in young audiences and the media landscape around them.

Explore

See all solutions

Why The Insights Family

The independent authority on kids, teens, young adults and parents.

No one else listens to kids and families at this scale, this often. Most research is a snapshot. Ours never stops.

4million+

Real families reached

5.5billion+

First-party data points

22markets

Global coverage

since2017

Years of trend data

We have used The Insights Family data across our business. Their data and insights have provided a tangible ROI, as we have effectively secured product listing at retail off the back of the insights.

General Manager, UK & Ireland Consumer Products Warner Bros.

Where attention is growing UK kids aged 6–9

JanFebMarAprMayJunJul

Gaming 78% Streaming 60% Linear TV 46%

Illustrative sample

Group of teenagers walking together, representing a youth audience study

Case study

Winning over a reluctant retailer with proof.

A major retail buyer questioned whether a franchise would sell beyond its home market. Using TIF data, the global entertainment studio proved its depth of fandom with families across France, Spain and Italy, to justify expanding their licensed range across Europe.

Read the case study

Insights