A study by Sesame Street's children's workshop found while TV remained a solid favourite with children, they were increasingly turning to computer games and mobile media as technology evolved.
But for younger children, TV continued to exert a strong hold.
''TV is readily available to children and for the most part, is a routine part of their day,'' the report says.
''Even as use of other media rises, television persists.
''It is by far the dominant medium used by children ages zero to 11.''