We're seeing brands use video more than ever, so it should come as no surprise that young people are often called the YouTube generation.

In fact, according to data published by Futuresource Consulting in September 2016, only 13 per cent of children aged three to 16 don't watch videos on YouTube in a typical week, their parents stated. In addition, 49 per cent are spending three or more hours watching videos on the platform every week.

eMarketer has estimated that in 2016, there will be 7.6 million digital video viewers under the age of 18, which accounts for 18.1 per cent of the country's total. This number is expected to grow in 2017, and YouTube is likely to be a large part of that.