MUMBAI: Hungama is the most trusted TV channel among kids, while YouTube has taken top spot as the most trusted brand, according to a study conducted by media consulting firm Ormax Media.

The report titled Ormax Brand Trust Survey 2021 ranks media brands based on the trust they enjoy among Indian children. The survey was conducted during December 2020 and January 2021, among kids in the 6-14 year age group across ten cities in India, who scored 44 media brands, across television, digital, social media, gaming, streaming and film exhibition, on the trust factor that brand holds for them.

Among the most trusted TV channels, Hungama is followed by Hindi GEC Sab TV. Cartoon Network and Nick are the other two television brands in the top ten list.

With a brand trust score of 71 per cent, YouTube emerged as the number one most trusted brand, followed by Ludo King (65 per cent) and WhatsApp (63 per cent). Digital brands ruled the top five ranks, signifying the strong engagement digital media has built with kids in urban India.

Three online games (Ludo King, Subway Surfers and Garena Free Fire) featured in the top five list. With benefits ranging from entertainment and relaxation to social interaction and image projection, mobile gaming has emerged as the category with the strongest connect with kids in this report.

Ormax Media founder & CEO Shailesh Kapoor said the report is a decisive verdict on the growing resonance of digital media among urban Indian kids. “A clean sweep of the top five positions by digital brands, ahead of legacy brands in the television space, would have been unthinkable even two-three years ago. Digital brands completely dominate the media landscape of older kids (10-14 years) and boys, taking eight and seven of the top ten positions respectively in these segments,” he added.

The top 20 most-trusted media brands among Indian kids are: