Millennials are tackling parenting differently than generations before them, Think With Google reports. And how they watch YouTube reveals some broader insights into their unique values and parenting styles. As the oldest millennials approach 40, more than 40% of the generation identifies as parents.

Don’t assume you’re talking to Mom

“Millennial dads are taking active roles as parents,” Netta Gross and Celie O’Neil-Hart write. “This is especially true on YouTube, where we find that dads watch more parenting-related content than moms do. Millennial parents break down the stereotypical gender roles, and dads are involved more than ever. On YouTube we see that play out in how dads engage. Dads are more likely than moms to look for parenting guidance on YouTube, and to use YouTube to connect with their children.”

Advertisers should consider Single Dads, specifically, as well. The latest AudienceSCAN survey found 65% of Single Dads actively turn to YouTube.

Do reflect candid conversations with kids

“Millennial parents take on a more intimate, less hierarchical role with their children than parents of previous generations. To that end, they want an open, honest dialogue with their children. 74% of millennial parents involve their children in household decisions. This is significantly higher than Gen X parents.”

Important decisions on childcare could come up in these kinds of conversations between parents and children. The AudienceSCAN data revealed 10% of Single Dads plan to pay for and decide on childcare/daycare this year.

Do be there for young parents in their moments of need

“Millennials welcome branded content, especially when they need an answer. Millennial parents seek guidance, and on YouTube that’s about everything from parenting to products. They see some brands as thought leaders in this space, and they’re open to hearing from them.”

During the past 6 months, 31% of Single Dads have used the internet via browser, tablet or mobile phone to view a television commercial on YouTube, according to the AudienceSCAN study.

Don’t reduce millennials to parenting alone

“Even as parents, millennials hold onto their personal passions more than past generations. That can mean making time for themselves, incorporating their kids into their hobbies, or both. And YouTube often plays a role in that “me time.” More than any generation before them, millennials care about preserving a sense of self as they face parenthood.”

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.