A new report has revealed the extent of YouTube's popularity among children in the UK.

YouTube

YouTube

The popular video-sharing platform is now one of the most-viewed sites on the internet, and YouTube is proving to be especially popular among young people.

Research conducted by Ofcom found that 89 percent of 12- to 15-year-olds in the UK watch YouTube, while 70 percent of five- to seven-year-olds also spend time on the site.

By comparison, it was revealed that 58 percent of kids aged between 12 and 15 watch subscription video services such as Netflix, Amazon Prime and Now TV.

And for five- to seven-year-olds, the figure drops to just 44 percent.

Earlier this month, meanwhile, YouTube banned video clips that depict dangerous or emotionally distressing "pranks".

The Google-owned firm took the decision in light of so-called "challenges" that have led to severe injuries and, in some cases, even deaths.

Despite this, there remain concerns over the potentially ambiguous nature of YouTube's new rules on pranks.

A section of the site's FAQ segment reads: "YouTube is home to many beloved viral challenges and pranks.

"That said, we've always had policies to make sure what's funny doesn't cross the line into also being harmful or dangerous.

"Our Community Guidelines prohibit content that encourages dangerous activities that are likely to result in serious harm, and today clarifying what this means for dangerous challenges and pranks."