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More of the participants, especially the girls, are watching ‘Get ready with me’, ‘Point of view’ and role-play videos. They tell us they are soothed by content creators who act like their best friends, big sisters and confidantes, who give them advice.

The trend is towards heightened intimacy – often using ASMR tropes – someone giving them the sense they are whispering in their ear, playing with their hair, stroking their back. The children say they watch these videos to relax, or to help them go to sleep, but sometimes they stay up half the night watching one after another.


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