78% of Kids Watch Unboxing Videos: What Parents Need

Last updated on December 1, 2025

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Young child lying on stomach on living room rug, face glowing from tablet screen while watching videos
That look of total absorption is no accident.

That mesmerizing loop of tiny hands tearing open toy boxes? Your kid isn’t just watching it—78% of children are. And here’s what caught my librarian brain: University of Colorado Boulder research found the more unboxing videos kids watch, the more purchase demands they place on parents.

Researchers call this “pester power,” and if you’ve ever walked into Target with a child who knows exactly which toy they need, you’ve experienced it firsthand.

Key Takeaways

  • 78% of kids regularly watch unboxing videos, which directly increases purchase demands on parents
  • Fewer than half of children ages 5-11 can identify unboxing videos as advertising
  • “Active mediation”—watching together and asking simple questions—helps kids develop ad awareness
  • Small conversations add up over time, even if one video won’t undo years of marketing exposure

Most Kids Can’t Spot the Ads

But here’s the part that genuinely surprised me: Federal Trade Commission research found fewer than half of children ages 5-11 can correctly identify an unboxing video as advertising. My 6-year-old watches someone open a toy and sees entertainment. She doesn’t see a commercial—even when that’s exactly what it is.

Stat showing 78 percent of children regularly watch unboxing videos

The research is clear: unboxing videos aren’t just entertainment—they’re a direct pipeline to purchase requests. Kids who watch more, ask for more.

And because children don’t recognize these videos as commercials, they absorb the messaging without any of the natural skepticism they might have toward traditional TV ads.

Infographic comparing what kids see as entertainment versus what unboxing videos actually are as advertising
The disconnect between perception and reality starts younger than most parents realize.

This gap between what kids perceive and what’s actually happening is one of the most common gift-giving challenges parents face today.

Think about it: when a commercial break comes on TV, even young kids learn to recognize it. The format is different. The tone shifts. But unboxing videos? They look exactly like the content kids chose to watch.

There’s no clear boundary. No “we’ll be right back.” Just seamless marketing disguised as play.

Stat showing less than half of kids ages 5 to 11 recognize unboxing videos as ads

The specificity of requests after YouTube time isn’t coincidence—it’s by design.

“Pester power can result from watching these videos on YouTube. Kids know the exact type of toy brand to look for once they enter a store.”

— Dr. Jason Freeman, Brigham Young University

I’ve watched this play out eight times now with my own kids. The requests aren’t vague anymore—they’re laser-focused on specific brands, specific versions, specific colors they saw in a video three days ago.

Parent and young child in store toy aisle with child pointing excitedly at specific toy on shelf
When they know exactly which toy they need, that’s pester power in action.

What Actually Helps

So what actually helps? BYU researchers recommend what they call “active mediation”—which is a fancy term for watching together and talking about what’s happening.

When my 8-year-old and I watch an unboxing video together, I’ll ask, “Why do you think they’re showing us this toy?” It doesn’t have to be a lecture. Just a question.

Illustrated steps for active mediation showing watch together and ask questions and start conversations
Three simple steps that build ad awareness over time.

The goal isn’t to ban unboxing videos—good luck with that anyway. It’s helping kids start to see what they’re really watching.

Mother and child sitting close together on couch looking at tablet screen mid-conversation
The magic happens in the conversation, not the ban.

If you’re curious about why kids are so drawn to unboxing videos in the first place, the psychology is fascinating. And understanding the broader digital gift culture shaping their expectations? That’s worth exploring too.

Comparison showing passive watching where child absorbs marketing versus active watching where child learns to question
Same video, completely different outcome based on how they watch.

One video won’t undo years of marketing exposure. But those small conversations add up.

Three simple conversation starters for parents to use when watching unboxing videos with kids
Keep these in your back pocket for your next screen time session.

Over to You

Do unboxing videos show up constantly at your house? I’d love to hear whether you’ve found any limits that actually stick—or whether you’ve just accepted them as part of modern childhood.

Young child surrounded by torn wrapping paper and ribbons laughing with genuine delight
The real joy of unwrapping doesn’t require a YouTube algorithm.

Your unboxing strategies help other parents navigate this digital maze.

Share Your Thoughts

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Molly
The Mom Behind GiftExperts

Hi! I'm Molly, mother of 8 wonderful children aged 2 to 17. Every year I buy and test hundreds of gifts for birthdays, Christmas, and family celebrations. With so much practice, I've learned exactly what makes each age group light up with joy.

Every gift recommendation comes from real testing in my home. My children are my honest reviewers – they tell me what's fun and what's boring! I never accept payment from companies to promote products. I update my guides every week and remove anything that's out of stock. This means you can trust that these gifts are available and children genuinely love them.

I created GiftExperts because I remember how stressful gift shopping used to be. Finding the perfect gift should be exciting, not overwhelming. When you give the right gift, you create a magical moment that children remember forever. I'm here to help you find that special something that will bring huge smiles and happy memories.