Screen Time for Under-5s: What the Research Actually Says

Let's be honest: screen time for young children is one of those parenting topics where guilt is baked in. Whatever you're doing, you probably feel like it's too much.

Here's the thing—the research on screen time is more nuanced than the headlines suggest. The question isn't just "how much?" but "what kind?" and "how?"

This guide breaks down what the actual guidelines say, what the evidence shows, and how to set up devices sensibly for your under-5. No judgment, just practical information.

The Official Guidelines

World Health Organization (WHO)

The WHO guidelines, published in 2019 and still current, are stricter than most families follow:

Under 1 year: No screen time (except video calls)
1-2 years: No screen time recommended; if introduced, should be limited to a few minutes with caregiver interaction
2-4 years: No more than 1 hour per day; less is better

These are guidelines, not laws. They're based on research linking excessive sedentary screen time with poorer developmental outcomes—but "excessive" is doing a lot of work in that sentence.

NHS Guidance

The NHS doesn't set specific time limits but recommends:

Avoiding screens in the hour before bedtime
Ensuring screen time doesn't replace physical activity, sleep, or face-to-face interaction
Watching with your child when possible
Choosing age-appropriate content

What the Guidelines Don't Tell You

The research behind these guidelines has limitations:

Correlation isn't causation. Kids with high screen time often have other factors (less parental time, fewer books, less outdoor play) that could explain developmental differences.
Not all screen time is equal. Passively watching random YouTube videos is different from using a well-designed educational app with a parent.
Context matters. A working parent using CBeebies to get dinner made isn't the same as parking a child in front of a screen for 8 hours.
The research is outdated. Most studies focus on TV. Tablets with interactive apps are different, and the research is still catching up.

What the Ofcom Research Shows

Ofcom's 2024 Children's Media Use research found that device use among young children is widespread and increasing:

38% of 3-4 year-olds use tablets for at least an hour a day
91% of 3-4 year-olds watch TV or streaming services daily
Nearly a quarter of 5-7 year-olds have their own smartphone

The research suggests that how families manage screens matters more than blanket time limits.

Practical Guidelines for Real Families

Based on the evidence and real-world experience, here's what actually seems to matter:

1. Prioritise Co-Viewing and Interaction

The biggest predictor of whether screen time is beneficial or harmful is whether an adult is involved.

Passive viewing: Child watches alone while you do something else → Limited benefit, potential for too much time passing

Active viewing: You watch together, pause to talk about what's happening, ask questions → More like reading a book together

Even something as simple as saying "Look at the dinosaur! What colour is he?" turns passive consumption into interactive learning.

2. Choose Quality Content

Not all children's content is equal. Good content for under-5s:

Is slow-paced with clear narratives
Encourages interaction (pausing for responses, asking questions)
Has educational intent that's age-appropriate
Doesn't rely on rapid editing and loud sounds for engagement

Solid choices:

CBeebies (free via iPlayer) - specifically designed for early years
Bluey (BBC/Disney+) - models family interactions and problem-solving
Hey Duggee - genuine educational content in short episodes
Numberblocks/Alphablocks - genuinely effective for early maths and phonics

Be cautious of:

YouTube Kids autoplay - can quickly lead to low-quality content
Apps with constant ads or in-app purchase prompts
Content with aggressive or frantic pacing

3. Protect Sleep

The one area where the evidence is clear: screens before bed disrupt sleep.

Blue light suppresses melatonin production, and stimulating content keeps brains active. The NHS recommends no screens for an hour before bedtime.

If you're struggling to enforce this, make it a household rule rather than a child-specific one.

4. Keep It in Perspective

A child who:

Gets enough sleep
Has regular physical activity
Has plenty of face-to-face interaction with caregivers
Is read to regularly
Has screen time as part of a varied day

...is almost certainly fine, even if screen time occasionally exceeds an hour.

The problems come when screens replace these other activities entirely, or when they're the primary way a child is kept occupied.

Setting Up Devices Properly

iPad / iPhone Setup

Apple's built-in Screen Time features are comprehensive:

Go to Settings > Screen Time
Set up as a child's device - creates restrictions appropriate for age
Downtime: Set hours when only allowed apps work (e.g., 7am-7pm)
App Limits: Set daily time limits per app or category
Content & Privacy: Block explicit content, restrict app downloads, prevent in-app purchases
Communication Limits: Control who they can contact

Key settings for under-5s:

Disable the App Store entirely
Set all content restrictions to "Age 4"
Disable Siri web search
Enable "Ask to Buy" so you approve any purchases
Set a Screen Time passcode they don't know

Amazon Fire Tablet / Kids Edition

Amazon's Kids+ (£4.99/month or included with Kids Edition tablets) provides:

Curated, age-appropriate content
No ads or in-app purchases
Easy parental controls
Daily time limits
Educational goals (optional)

The Kids Edition tablets (from ~£60 on sale) include a chunky case and a 2-year replacement guarantee—worth it for under-5s.

Setup:

Create a child profile in Amazon Parent Dashboard
Set age range for content filtering
Set daily time limits
Enable "Bedtime" to lock the device at a set time
Optionally, require educational content before games unlock

Android Tablets

Google Family Link allows you to:

Set daily screen time limits
Approve or block apps
See activity reports
Lock the device remotely

It's less seamless than Apple's system but works across multiple device types.

Age-Appropriate App Recommendations

Ages 2-3

CBeebies apps (free) - Playtime Island, Get Creative, Go Explore
Sago Mini series (~£4-5 each, no ads) - simple, exploratory play
Toca Boca apps (~£4-5 each) - open-ended creative play
Khan Academy Kids (free) - surprisingly good educational content

Ages 3-5

All of the above, plus:

Duolingo ABC (free) - phonics and early reading
Teach Your Monster to Read (£4.99) - excellent phonics game
Numberblocks: Make and Play (free) - ties into the BBC show
Busy Things (subscription, ~£10/month) - comprehensive learning activities

What to Avoid

YouTube (even Kids version): Algorithm can lead to strange content; requires constant supervision
Free games with ads: Constant interruptions and inappropriate advertising
Anything that says "educational" but is really just flashy colours and sounds

Common Questions

"Am I damaging my child with screen time?"

Probably not, if screens are part of a balanced day. The research on harm is about excessive, unsupervised, passive consumption—not occasional Bluey while you make dinner.

"My toddler has tantrums when screen time ends."

This is normal and not a sign of addiction. Toddlers have tantrums about everything. Strategies that help:

Give warnings ("5 more minutes, then we're turning it off")
Use a visual timer
End at natural stopping points (end of an episode)
Have a transition activity ready ("Now let's have a snack")
Stay calm and don't negotiate in the moment

"Other parents seem to allow no screen time. Am I failing?"

They're either lying, unusually lucky with temperament, or have support you don't have. Most families with young children use screens to some degree. Judge what works for your family, not what Instagram suggests other families do.

"What about video calls with grandparents?"

These don't count towards screen time limits in any guideline. Video calls with family are genuinely interactive and support relationships. Do as many as you like.

The Bottom Line

Screen time for under-5s isn't as simple as "more bad, less good." What matters:

Quality of content over quantity of time
Interactive use over passive viewing
Part of a balanced day, not a substitute for other activities
No screens before bed
Parental involvement where possible

Set up your devices with proper controls, choose good content, and let go of the guilt. Your child will be fine.

Ready for the next challenge? Read our guide to your child's first phone.