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The sound of trust: What parents expect from music in apps

We surveyed 500 U.S. parents of children under 13 to understand how music shapes trust, safety, and behavior inside apps. The data reveals a clear gap between what parents expect and what they get today, along with a major opportunity for apps that get it right.

Expectations Exposure Impact Opportunity

 

 

76% surpised by themes in clean songs

If families use your app around kids, now is the time to rethink your music strategy.

The problem, the stakes, the urgency, the opportunity Feed.fm Sound of Trust Report

Age-appropriate music in kids apps is expected

Parents are clear about what they want from music in apps used around children. 89% say it is non-negotiable. Clean music matters, and most families see it as part of the product experience itself, not an optional setting buried in a menu somewhere.

97% say it is important for kids apps to have clean music Feed.fm Sound of Trust Report

Parents are frustrated with today’s music safeguards

76% say inappropriate themes slip through “clean” music filters. Most systems can solve for explicit lyrics. What they miss are broader themes, context, and moments that can suddenly make an app feel less safe than expected. One minute your kid is listening to music while drawing or doing homework. The next, you’re hearing lyrics about hookups or tequila shots coming from the iPad across the room.

 
 
 
 
Themes parents say are inappropriate - Feed.fm Sound of Trust Report

Where kids encounter music

Where kids encounter music: games video/social, educational, smartwatch, streaming. Feed.fm Sound of Trust Report

Parents expect apps to own the music experience

Parents want to know: “Can I trust this app tomorrow morning when I hand my kid the iPad again?” 95% say apps have at least some responsibility to filter music. When that trust breaks, usage drops fast. 84% lose confidence in the brand, and many parents won't stick around to give the app a second chance.

80% say apps are responsible for music 73% would delete Feed.fm Sound of Trust Report

Parents will pay for trusted music experiences

82% of parents will pay for guaranteed clean music. This creates real opportunities for apps including subscriptions, premium features, and stronger retention. Get it right and 95% would recommend the app to other parents.

 
 
 
 
82% will pay for guaranteed clean music Feed.fm Sound of Trust

Build for trust, retention, and growth

Music shapes how families experience your product. It influences trust, session quality, retention, referrals, and willingness to pay.

The apps getting this right are creating family-friendly music experiences parents feel comfortable returning to and recommending to other families.

Plan your music experience
Family Friendly Survey
95% of parents would recommend an app that uses clean music Feed.fm Sound of Trust Report

Gain trust, retention, and growth with a safe music strategy

Music shapes how families experience your product. It influences brand trust, session quality, retention, referrals, and willingness to pay. The apps getting this right are creating family-friendly music experiences parents feel comfortable using and recommending to other families.