Fanatomy: Taking Kids from Passive to Passionate Having kids “like” you isn’t enough; success is often driven by devoted and active fans. Explore with us Dubit’s “fanatomy” model – the anatomy of your audience – with insights from Netflix into how they’re deepening engagement with young people. Speakers: David Kleeman SVP, Global Trends Dubit Shira Lee Katz Content Strategy Manager - Kids, Teens, & Family Netflix

1. Confidential - Dubit
Fanatomy:
Taking Kids from
Passive to Passionate
David Kleeman, SVP Global Trends
for Kids@Play/FamilyTech @ CES 2018

2. Confidential - Dubit
Frustrated and Overwhelmed

3. Confidential - Dubit 3
Frustration when searching for content
66%
69%
65%
59% 66%
59%
48%
53%2-4 years
5-7 years
8-10 years
11-15 years2-4 years
5-7 years
8-10 years
11-15 years
63%
63%
61%
61%2-4 years
5-7 years
8-10 years
11-15 years
62%
68%
58%
56%2-4 years
5-7 years
8-10 years
11-15 years
60%
62%
60%
59%2-4 years
5-7 years
8-10 years
11-15 years

4. 0%
15%
30%
March 2015 March 2016 March 2017
Confidential - Dubit 4
788 930Number of different brands
Top 5 brands (market share) 16.2% 22.1%
Long tail, fat head
1048
25.4%

5. 0%
15%
30%
Confidential - Dubit 5
The squeezed middle
Blockbuster
Efficiency Passion

6. Dubit Trends Wave 6
Fanatomy
If you don’t know where you’re going,
you might end up somewhere else.
- Yogi Berra

7. Confidential - Dubit
ExpressionInterpretation
Depth
Create multiple
points of content
e.g. characters,
sub-plots
Relevance
Measure points
of engagement
and focus on
these
Interact
Invest in content
your audience
engages with
Community
Provide a place
for your audience
to talk. You don’t
need to own this
space
Niche
Serve the
superfan via
deep and easter-
egg content
Exploration
Allows the
audience to
explore content
Identification
Allows the
audience to
think the content
is for them
Creativity
Audience
expands
narrative
because it
relates to them
Development
Allows the
audience to
improvise the
brand
Differentiation
The superfan
feels ownership
Casual Active Fan Superfan
CONSISTENCY & AUTHENTICITY

8. Confidential - Dubit
Fanatomy Platform Dive:
Netflix and Nickelodeon

9. Confidential - Dubit
Do Kids Wear the T-Shirt?

10. Confidential - Dubit
Portal or Clubhouse?
Bought by/for adults; kids prevent churn
Content fan base (something for everyone)
Kids rule
Platform fan base* (content curated to suit)

11. Confidential - Dubit
Terms of engagement
Kids are already talking to the screen.
They’re touching every screen. They think
everything is interactive.
Carla Fisher, Netflix
We have to ensure that the tone,
sensibility, emotional component and
subject matter really connects with them.
Chris Viscardi, Nickelodeon

12. Confidential - Dubit
ExpressionInterpretation
Depth Relevance Interact Community Niche
Exploration Identification Creativity Development Differentiation
Casual Active Fan Superfan
Consistency
More interactive
Maintaining share

13. Confidential - Dubit
What’s Your Brand’s Fanatomy?
9 People’s Favorite Thing
or
100 People’s Ninth Favorite Thing?

14. Confidential - Dubit
Thank you!
David Kleeman
SVP Global Trends
david.kleeman@dubitlimited.com
@davidkleeman
@dubit
Facebook:
“Children & Media Professionals”

21. Horses
Baking
Dinosaurs
Nature

23. Analysts watch and tag all content

24. Storylines: Talking
animals, adventures,
fairy tales
Tones: Light-hearted,
goofy, imaginative
Caution tags:
A little cartoon
violence, minor
perilous situations
Character traits:
Charming,
courageous,
determined

26. Personalized images make a difference too

29. FAMILIES are essential

31. 1. Make the UI highly visual
2. Speak to kids’ passions
3. Personalize
4. Include families