Newcom-Jimmys Agency research into media content preferences
Enzo Knol is the most popular influencer
Enzo Knol, Meisje Djamila, Zoete Zusjes, StukTV, De Bankzitters: as a child or parent, these names probably ring a phone number library bell. For example, a video by De Bankzitters was even the most viewed YouTube video in 2024 in the Netherlands. With around 3.2 million views at the moment.
Newcom-Jimmys Agency Research Popular Influencers Among Children and Young People
Enzo Knol is watched the most, from the age of 6. He uploads a vlog every Monday, Wednesday and Saturday in which I contact with others plays a greater role he films his daily life. I find it striking that his vlogs are very long. With a quick glance at his YouTube channel I see many videos from 30 minutes to as much as 2.5 hours.
So it seems that if children & young people find an influencer fun and interesting enough, they can still watch long videos attentively. Not everything has to be short.
What dominates the top 3?
Young children are best reached via YouTube. From about 12 years old, Snapchat and TikTok come into the picture. And with parents, we see the classics belgium numbers coming back: Facebook and Instagram.
Most frequently used streaming services
As for video outside of social media: Netflix, Disney+ and Videoland are doing well as streaming services. At a later age, Prime Video also appears in the top 3. The advertising possibilities for companies are still minimal in the Netherlands.