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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

Published in: Marketing
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Viewing Trends: What Do Kids Want? (MIP Jr. 2015)

  1. 1. Dubit - Viewing Trends What do kids want?
  2. 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. 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. 4. Dubit - 1. Content themes 4
  5. 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. 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. 7. Dubit - 7 Predictive & Reactive Trends: Sci-Fi/Fantasy & Horror
  8. 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. 9. Dubit - 2. Across the “Mediaverse" 9
  10. 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. 11. Dubit - 11 The Mediaverse To scale
  12. 12. Dubit - 12 To scale The Mediaverse
  13. 13. Dubit - 13 The Mediaverse To scale
  14. 14. Dubit - 14 The Mediaverse To scale
  15. 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. 16. Dubit - 3. Video Consumption: Devices, Divides, and VOD 16
  17. 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. 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. 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. 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. 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. 22. Dubit - 4. Challenges & Recommendations 22
  23. 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. 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. 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. 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. 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. 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

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