Viewing Trends: What Do Kids Want? (MIP Jr. 2015)
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For MIP Jr. 2015, Dubit SVP of Global Trends David Kleeman reviewed trends in content themes, brand popularity and video source preferences for various devices. He finished with three of the primary challenges facing content creators and distributors, and recommendations for managing them. For more information, contact: david.kleeman@dubitlimited.com To find out more about Dubit Trends: adam.woodgate@dubitlimited.com
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Viewing Trends: What Do Kids Want? (MIP Jr. 2015)
- 1. Dubit - Viewing Trends What do kids want?
- 2. Dubit - 2 1. Top Content Themes Amongst 2-15s 2. Across the “Mediaverse” Top brands in US, UK, Turkey & Brazil 3. Video Consumption: Devices, Divides and VOD 4. Challenges & Recommendations Four Sections
- 3. Dubit - 3 Dubit Trends is a quarterly survey of 1000 families each in the US, UK and one other country. It provides in-depth insights into the media and entertainment consumption of children and young teens. Every wave Q1 2015 Q2 2015 Q3 2015
- 4. Dubit - 1. Content themes 4
- 5. Dubit - 5 Top themes 10.5 9.8 9.3 8.7 8.6 8.6 8.6 8.3 7.6 7.5 7.3 7.2 6.6 6.5 5.1 B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US) Mean score (out of 15) Comedy/SitCom MusicPerformance RealityTV GameShow Science/Nature/Wildlife Action/Adventure Horror Lifestyle History/Period Sport Crime/Mystery Sci-Fi/Fantasy Talk/Interview CurrentAffairs Soaps
- 6. Dubit - 6 Two to Watch: Sci-Fi / Fantasy & Horror 10.5 9.8 9.3 8.7 8.6 8.6 8.6 8.3 7.6 7.5 7.3 7.2 6.6 6.5 5.1 B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US) Mean score (out of 15) Sci-Fi/Fantasy Horror • Q1 to Q2 rise • Increasing popularity 2-15 • In the news
- 7. Dubit - 7 Predictive & Reactive Trends: Sci-Fi/Fantasy & Horror
- 8. Dubit - 8 Foundation in truth or reality But not too “everyday” - Elements beyond the possible - Boys: action, adventure, adrenaline - Girls: aspirational fantasy Innocent transgressive boundary-crossing Strong emotions in a controlled, safe environment Scoop “Storytelling,” Sherbert Research, August 2015
- 9. Dubit - 2. Across the “Mediaverse" 9
- 10. Dubit - 10 The mediaverse: Top 5 kids (2-15s) content per market To scale (it really is): Size of the planet = % 2 year olds 15 year olds
- 11. Dubit - 11 The Mediaverse To scale
- 12. Dubit - 12 To scale The Mediaverse
- 13. Dubit - 13 The Mediaverse To scale
- 14. Dubit - 14 The Mediaverse To scale
- 15. Dubit - 15 The Big ‘Brand’ Bang: Takeaways In 2015 the most dominant brands have been Lego in the UK/USA…and Candy Crush in Turkey/Brazil The only local market brand to feature in a top 10 is Pepee in Turkey with 10% stating it as their favourite. The most neutral brand in terms of age and gender so far in 2015 is Angry Birds and Candy Crush, highlighting mobile’s ability to support neutral brands
- 16. Dubit - 3. Video Consumption: Devices, Divides, and VOD 16
- 17. Dubit - 17 Broadcast television SVOD services Online videoShows recorded 75% 77% 2-4 80% 79% 83% 81% 78% 85% 5-7 8-10 11-15 Q1 Q2 41% 36% 38% 40% 39% 44% 42% 48% 47% 39% 43% 40% 39% 45% 42% 38% 27% 31% 16% 21% 16% 21% 17% 18% Total Q1 Q2 Q1 Q2 Q1 Q2 79% 82% 40% 47% 43% 53% 19% 26% Live Isn’t Dead: Video on a TV screen
- 18. Dubit - 18 Wide Stream: Video on a Tablet Broadcast television SVOD services Online videoShows recorded 14% 16% 2-4 14% 16% 18% 18% 9% 17% 5-7 8-10 11-15 Q1 Q2 11% 11% 12% 15% 15% 19% 17% 19% 21% 24% 24% 31% 26% 35% 15% 19% 27% 31% 36% 41% 34% 40% 36% 49% Total Q1 Q2 Q1 Q2 Q1 Q2 14% 17% 14% 16% 24% 30% 33% 41%
- 19. Dubit - 19 Smaller Stream: Video on a Mobile Broadcast television SVOD services Online videoShows recorded 2-4 5-7 8-10 11-15 Q1 Q2 Total Q1 Q2 Q1 Q2 Q1 Q2 11% 11% 11% 15% 15% 15% 9% 13% 9% 10% 9% 9% 7% 9% 16% 14% 19% 20% 16% 21% 11% 19% 15% 19% 25% 28% 24% 30% 21% 25% Q1 Q2 Q1 Q2 25% 32% 11% 14% 10% 11% 15% 20% 24% 29%
- 20. Dubit - Trending Wave 2, 2015 (USA)Dubit - Educational apps Other apps 20 Smart Apps: Games and Social on Mobile 34% 41% 2-4 36% 43% 39% 38% 38% 46% 5-7 8-10 11-15 Q1 Q2 28% 28% 33% 25% 36% 26% 50% 41% 22% 26% 17% 20% 16% 14% 10% 11% 16% 24% 16% 17% 13% 15% 12% 18% Total Q1 Q2 Q1 Q2 Q1 Q2 Gaming apps Social apps 36% 42% 26% 30% 16% 20% 14% 18%
- 21. Dubit - Trending Wave 2, 2015 (USA)Dubit - 21 18% 44% 17% 52% 29% 25% 28% 25% 13% 25% 9% 13% 9% 12% 11% 9% 10% 11% 7% 10% 28% 13% 10% 13% 14% 16% 12% 13% 6% 7% 36% 11% 17% 15% 23% 22% 20% 22% 5% 7% 7% 8% 15% 8% 13% 16% 15% 9% 37% 6% 8% 6% 10% 8% 8% 9% 7% 7% 12% 7% 5% 5% 4% 4% 4% 4% 4% 4% 4% 5% 11% 10% 6% 5% 7% 6% 7% 4% 3% 5% 4% 3% 5% 4% 5% 5% 6% 4% 4% 3% 16% 16% 40% 10% 14% 12% 15% 15% 6% 20% 5% 5% 4% 5% 4% 4% 4% 3% 4% 4% 10% 3% 3% 3% 2% 3% 2% 3% 2% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 5% 11% 6% 3% 5% 6% 4% 4% 4% 3% Watch on a TV show Watch online Watch on DVD As a movie As a video/computer game As an gaming app An app that isn’t a game A book A magazine A toy A board game Music Live Event Theme Park Attraction Cross platform: Top 10 properties B-Q14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base 1000 US)
- 22. Dubit - 4. Challenges & Recommendations 22
- 23. Dubit - 23 Three big challenges 1. The consolidation conundrum 2. The “spontaneous sixes” - taking control 3. Three on a match - cracking kids’ brand faves
- 24. Dubit - 24 Consolidation Expand from Key Platforms Deliver COD Content on Demand USP from other OTT Deep over Broad Voracious Content Consumers Recommendations Spontaneous Sixes Drive Discovery: >60% of kids often or sometimes struggle to find appealing content De-Scheduling & “Emotional Scheduling” Cracking Kids’ Top 3 Early Adopters Share 2x the Overall Rate Don’t Ignore Old School (Parents, F2F & TV)
- 25. Dubit - 25 Consolidation Expand from Key Platforms Deliver COD Content on Demand USP from other OTT Deep over Broad Voracious Content Consumers Recommendations Spontaneous Sixes Drive Discovery: >60% of kids often or sometimes struggle to find appealing content De-Scheduling & “Emotional Scheduling” Cracking Kids’ Top 3 Early Adopters Share 2x the Overall Rate Don’t Ignore Old School (Parents, F2F & TV)
- 26. Dubit - 26 “Emotional Scheduling” During the week, tablets are used for more traditional purposes, such as creative activities (drawing and painting), reading and to support learning. At the weekend, tablets are more likely to be used for watching videos on sites like YouTube and playing games… Exploring Play & Creativity in Preschoolers’ Use of Apps (2015) University of Sheffield, Dubit, CBeebies, et. al.
- 27. Dubit - 27 Consolidation Expand from Key Platforms Deliver COD Content on Demand USP from other OTT Deep over Broad Voracious Content Consumers Recommendations Spontaneous Sixes Drive Discovery: >60% of kids often or sometimes struggle to find appealing content De-Scheduling & “Emotional Scheduling” Cracking Kids’ Top 3 Early Adopters Share 2x the Overall Rate Don’t Ignore Old School (Parents, F2F & TV)
- 28. Dubit - Dubit Limited | The Half Roundhouse | Wellington Road | Leeds | LS12 1DR | UK David Kleeman SVP Global Trends david.kleeman@dubitlimited.com Office: +1.312.371.4921 Pete Robinson Global Head of Research peter.robinson@dubitlimited.com Office: +44.113.394.7920
Editor's Notes
- This is Dubit’s presentation from MIP Junior 2015, delivered October 3 in Cannes, France.
- For more information on Dubit Trends, contact Adam Woodgate, at adam.woodgate@dubitlimited.com.
- This chart represents children 2-15 in the US, rank ordering a set of defined content themes from favorite to least favorite. A perfect score (i.e., a genre receiving every child’s top vote) would be 15. These ranking represent the mean score, out of 15, therefore. At some level, the themes that rise to the top demonstrated that kids like what they know best, and what they’re offered. Comedy/sitcom, action/adventure and science/nature dominate many children’s channel and streaming service collections.
- Two content themes are drawing our attention right now - science fiction/fantasy and horror. This is in part because they rose in children’s preferences from quarter to quarter, in part because they show rising popularity from the youngest to the oldest children, and in part because the genres are prominent in popular culture right now.
- Sometimes kids’ trends lead the way for brands to change, and sometimes the trends come about because the brands change. When sci-fi trends, it usually represents developments in traditional brands of that genre, in this case, the buzz around the new Star Wars movie, the release of the related toys, or viral buzz around things like this image of the Millennium Falcon and “garages” for other vehicles Horror showed the biggest Q1-Q2 rise in our survey, which we suspect was driven by the game Five Nights at Freddy’s. Given these factors, we predict that SciFi, if not horror, will show up in our top 3 genres in Q3/Q4 Dubit Trends surveys.
- There are psychological reasons why these genres appeal, as well. Science Fiction has big scale of storytelling and accompanying excitement. Horror employs the build and release of tension that appeals to young audiences, once they are old enough to self-regulate these emotions. Both genres often have an element of “finding one’s place in a strange world,” which is very real to early adolescents.
- The quarterly nature of Dubit Trends lets us see ongoing trends in the regular US/UK surveys; the special focus countries also allow us to compare and contrast across countries and cultures. We asked kids across the 2-15 age groups to tell us their favorite brands (this was open ended, as opposed to selecting from a list). In the following graphs - gender differences are shown across the x axis, age differences from young to old move up the y axis. The size of the brand image in the orbit indicates the size of kids’ response, in proportion to other brands: the larger the image, the stronger the response.
- US - 1. “Harmonization” of platforms - games/mobile and TV brands appear side by side 2. Over the past few years, Lego has moved toward the middle, less gendered, due to cultural adaptations and diversification of the proudt range 3. And you’ll see Candy Crush throughout - huge. The ease of access and opportunities for play e.g. quick tap on the go or a longer play session at home, see it become the second largest kids brand in the US, only just being Lego
- In the UK the top brands appear to be boys, but this hides a wider variety of brand love from girls, despite this Barbie manages to shine through Candy Crush, Lego and Angry Birds appear in almost identical demographic positions to the US, but with Lego becoming more dominant as a market leader
- Turkey - Gender neutral - younger brands more popular, because older kids are gravitating toward social media Mobile importance - Candy Crush 2x any other brand - also Subway Surfer and Angry Birds
- Brazil - Nothing grouped together - more gender and age specific Older kids moving toward social and mobile, like in Turkey Younger kids - lots of strong preschool content so no single brands emerge until 6-11 The most dominant brand across platforms is actually Turma da Monica, dominating the relatively smaller magazine platform
- Dubit Trends tracks how families choose and consume different sorts of content on a variety of devices - what types of content, with whom, how and when. Looking at the Q1 and Q2 data from the US regarding what children watch on the home television set, we can see that they still consume a lot of TV as it’s broadcast. Recorded shows (PVR) and subscription services are a growing element of kids’ home viewing.
- As YouTube and Netflix are kids’ top 2 sources for video, it’s not surprising that the data for what kinds of video children choose to watch on a tablet indicates less “live” TV and more VOD or online streams.
- On mobile phones, SVOD and online videos still dominate, but at a less common rate. Smartphones may be the least satisfying device for video viewing.
- Instead, young people are using their smartphones for gaming, social media, and learning apps. Meanwhile, we’re keeping an eye on Virtual Reality, as the introduction of low-cost Cardboard viewers, used by inserting a smartphone, could be the game-changer for development and marketing of VR.
- We talk often about kids being platform agnostic, and enjoying their favorite stories and brands wherever they find them. This chart graphically demonstrates how fragmented that use can be. Given 14 different ways to engage with a brand, children seem to partake in any and all. You’ll see that the “rainbow” isn’t evenly distributed, though. Most top brands are driven primarily by 1-2 platforms (e.g., Frozen is most often enjoyed as a DVD, movie or toys).
- Content creators face three big challenges: While device use is consolidating around the tablet, content consumption is fragmenting. Everything competes with everything, since the “home” button is a quick path to video, web, social media, ebooks, apps, games and more. At six, kids really take control over their media use. They know how to manipulate most technologies, they know how to form on-target content searches, their peers become more influential than their parents, and they begin to splinter off into individual interests. Moreover, 6-11s can be teens one minute and toddlers the next - Peppa Pig and Call of Duty both show up among on their top brands How do you reach kids under these conditions? Kids only have room in their lives for about three favorite brands at a time; if you want to be one, you need to displace another.
- Tips for managing consolidation and fragmentation: Don’t try to be everywhere right away; choose a few key platforms to launch, or you risk spreading your resources too thinly. Deliver content on demand, not just video - games and activities linked to your stories. Think about what makes your service unique from others. Go deep - today’s kids are voracious content consumers
- Tips for “spontaneous sixes”: Do all you can to help kids find your content. Content may be king, but in today’s tsunami of content, without discovery it’s a very lonely kingdom. Kids may not be bound by broadcast schedules as they once were, but they do organize media consumption around situations and moods linked to the time of day and their other activities (e.g., when they return home from school, bedtime).
- Here’s an example of “emotional scheduling” from research done by Dubit with the University of Sheffield, CBeebies and others.
- Tips for breaking into kids’ top brands: Focus on your early adopters; those who discover a brand before the general public share their passion with others at twice the rate of those who come later. In other words, your first fans can drive you to widespread popularity. Old-school outreach methods are still powerful: parents are a top source of kids discovering brands, even beyond preschool; sharing face-to-face on the playground or in school is more frequent than social media sharing; and kids still get introduced to new content via TV ads and programmes.