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86%

of millennial dads turn to YouTube for guidance on key parenting topics, like preparing meals, using a product, or assembling gear.

Google/Ipsos Connect, U.S., YouTube Human Stories: Millennial Parents, n=1,027 respondents aged 21–34 who go online at least monthly, with children 18 years or younger living in their household, Sept. 2016.

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Marketing to millennial parents? Here's how they're redefining parenting for their generation

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47%

of millennials say they’ve watched YouTube videos to improve their health or feel better after feeling down.
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82%

of millennial dads who watch YouTube videos related to general or pop culture news do so to connect with their children.
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Dads are more likely than moms to use YouTube to connect with their children.
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3 in 4

millennial parents are open to videos by brands or companies on YouTube when seeking guidance on parenting topics.
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72%

of millennial parents say they watch YouTube to stay “in-the-know” about their children’s world.
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65%

of millennial parents say they watch YouTube to share parts of their own childhood with their children.
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