UPDATED 11.15am: A monumental shift in the way kiwi kids are consuming media.

New Zealand On Air and the Broadcasting Standards Authority have presented their seven yearly research on children's media behaviour.

The traditional bastion of children's programming, TV 2, still rates highly - with 32 percent tuning in daily.

But it's making way for online platform Youtube, with 35 percent of children logging on there each day.

The research will be used to influence funding and broadcast standards decisions on programming.

New Zealand On Air chief executive Jane Wrightson says they now need to re-shape the way they fund children's programming.

She says one of a number of options is funding individual YouTube platforms.

Wrightson says the next step is to have a wide-ranging and deep-thinking industry discussion about the way forward.

She says the eruption of streaming services happening at the moment will see children move even more towards online platforms.