Last year, children aged 0–6 spent an average of 111 minutes per day on digital media. This year, that figure is an average of 86 minutes per day. One in six young children even watches more than two hours of videos on a mobile device or television every day. “The decline is a step in the right direction, but media use is still high,” says Dr Peter Nikken, Emeritus Lecturer in Youth & Media. “However, it does seem that more and more parents are becoming more conscious of screen time among young children. Perhaps this is because there is increasing attention to the risks of media use by children.”
Parents consider rules about digital media important, but struggle with them
In many families, how, when and which digital media are used is an important part of parenting. More than half of parents determine how much screen time their child gets, and almost three-quarters select media that are appropriate for the child’s age. Notably, parents mainly struggle with changing their own digital media use. This is a missed opportunity, because parents have an important role as models when it comes to balanced digital media use. Dr Anouk Tuijnman, senior scientific researcher in Digital Media and Gambling at the Trimbos Institute, says: “Parents often struggle with their own screen behaviour. They usually know what is sensible, but in the hectic pace of everyday life it is difficult to actually put that into practice.”
Dr Nikken adds: “We also see that parents need clear guidelines and more support to manage media use effectively. Not only from the government, but also from technology companies, which must take responsibility for a safe, child-friendly digital environment. Parents particularly find it difficult to maintain agreements about screen time with children who are perceived as ‘hyperactive’ or ‘testing boundaries’.”
Media use varies enormously between different families
Digital media use varies greatly among families with young children. Almost half of young children do not watch television, and an even larger proportion do not watch videos on smartphones or tablets. On the other hand, there are many children who spend more than two hours a day watching television, watching videos and gaming.
The times at which media are used also vary greatly between families. One in five children watches videos during breakfast. Parents who allow this often describe it as a moment of calm, especially when they receive little support from a partner. At the same time, it is clear that young children still spend twice as much time on offline activities as on digital media.
Opportunities and challenges of using media together
Many parents see digital media as enjoyable for their children and let them use media for relaxation. Two-thirds of parents regularly watch television together with their child. But playing games together or watching videos on mobile devices happens less often. Instead, parents more often supervise their children’s digital media use from a distance. “This is a missed opportunity,” says Tuijnman. “Using media together can offer educational and social benefits. We also see that children aged 4 to 6 more often watch without supervision. Parents may think that at this age their children can already manage very well on their own. But this age group also still needs guidance to understand media properly and engage with it in a healthy way. Watching together and talking about what they see helps with their language development and critical thinking skills.”
The Iene Miene Media study is part of the Media Ukkie Days 2025 organised by Netwerk Mediawijsheid. This year’s theme was ‘Together with media’. The campaign encourages parents and caregivers to explore the digital world together with children. Using digital media together not only provides more enjoyment, but also helps children better understand what they see and experience.