DHX Media & Ipsos Unveil Kids’ Consumption Survey

Leading independent children’s content company DHX Media and Canada’s top public opinion researcher Ipsos have released the results of their first global survey of parents, which asked 2,700 progenitors in the US, Canada and UK about how their children aged 0-12 consume entertainment content and brands. The results reveal attitudes about platforms, preferred services and retail integration.

“As a global leader in the production and distribution of children’s content, it is important to check in with parents to get their views on how families consume content,” said DHX Media CEO Dana Landry. “DHX Media’s mission is to create children’s content that inspires, entertains and connects the global on-demand generation, and we are encouraged by the results of this survey. The new generation of kids has embraced mobile devices and they love streaming services. Parents are comfortable with kids enjoying content on these new platforms and they are very receptive to the potential for these models to include e-commerce.”

The survey found that kids have embraced mobile on-demand viewing, and that tablets are their preferred screen for consuming content. In the households surveyed, 72% of children’s daily viewing is from streaming services (YouTube, Netflix, et al). When viewing content, 61% of kids use tablets, with 78% of households having at least one tablet and 29% having a tablet for use by a child only. Tablets were found to be the most popular screen used by children, who used the devices to watch 45% of their streamed content.

Further, 40% of kids use smartphones to consume content; 90% of households with children under 13 have at least one smartphone, and 14% have a smartphone that is used only by a child. Nearly one-quarter of children are using smartphones to watch streamed content.

The survey found that YouTube is the most popular streaming platform, followed closely by Netflix. Of households surveyed, YouTube’s AVOD service garnered 15% of all streaming viewing, with Netflix at 13%. When YouTube’s Subscription VOD services are included, the platform’s total rises to 24%.

Parents were also polled about their receptivity to “One Click Content to Retail,” a new model that leverages video on an AVOD platform to serve ads to viewers which allow them to click through to purchase featured products. The results showed that 80% of parents liked the idea of being able to click through from a video to buy products for their kids and that 49% of parents said they would use One Click Content to Retail if available. Meanwhile, 81% of parents liked the idea of a child being able to keep a “Wish List” of products via One Click Content to Retail.

Additionally, 85% of parents research purchases online at least once a month, 78% buy products online at least monthly, and nearly four out of every 10 purchases specifically for a child are made online. Two thirds of parents are very likely buy products such as toys, games and clothing featuring a child’s favorite character. Parents surveyed were as comfortable with kids viewing streaming content as with traditional TV, and nine in 10 parents say YouTube child-appropriate advertising is acceptable.

Framing Kids' Content in 2016
Framing Kids’ Content in 2016


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