This document provides an overview of kids' TV trends based on a report from Eurodata TV Worldwide. It discusses continued growth in children's daily TV viewing times globally. Dedicated children's channels are growing their market shares while general channels are decreasing their kids' programming. Animation remains universally popular kids' TV content around the world, though local and homegrown productions also perform well nationally. Key times for kids' TV vary by country's school schedules and culture but generally peak during and after school hours.

1. Kids' TV Trends
A global insight into the animation
market place
By
Amandine Cassi, Head of Research,
Johanna Karsenty, Kids‟ TV Research Manager
Eurodata TV Worldwide (France)
February 2012
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2. Table of contents
Foreword
Kids‟ TV Consumption stays strong
Continued growth of dedicated children‟s channels
When kids control the remote…
Animation, a universal hit
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3. Foreword
The explosion in digital equipment has proved a catalyst for the renewed dynamism in international
broadcasting markets. It allows for an increasingly diverse offer, creates new uses and thus helps to
push up viewing times across the world. No sector has been more deeply affected by these changes
than kids' TV. While children today, more than ever, can't get enough of the small screen, the way
they watch content is changing fast.
Eurodata TV Worldwide unveils the latest consumption trends, global hits and local sensations in the
global animation market place, with a special focus on key international success stories.
Sources: Eurodata TV Worldwide / Kids TV Report - ALL RIGHTS RESERVED
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4. Kids’ TV Consumption Stays Strong
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5. Technology is central to the consumption of contents
Whether it’s a question of new models for receiving or broadcasting content, technology is evolving fast and
creating new opportunities, new modes of consumption, and requiring new systems of measurement.
With the development of DTT, a larger number of channels are on offer, which should encourage viewers, including
children, to spend more time in front of their television, as an increasingly diverse offer can better respond to the
desires of a wider range of targets.
Technology is thus central to the consumption of contents, which are becoming and will continue to become
increasingly multi-platform. TV, internet and mobile phones should together allow greater opportunities to watch your
favourite show at any time, in any place, and on any device.
The rise of the internet, new technologies and video
games has not distracted children's attention from the
small screen. Today‟s children are natural media multi-taskers
and early adopter of new interactive technologies. They expect
to interact with their favourite content and characters across a
variety of platforms. However, these media savvy youngsters
are far from abandoning the TV in favour of new technology,
and are in fact spending more time than ever in front of the
small screen.
The daily viewing time results for the whole of 2011 more than
confirm the trend already noted during previous years. Time
spent by kids watching TV is globally increasing, and in several
countries the growth is striking. Across the main European
Children’s average Daily Viewing Time across France,
territories, children's TV consumption remains strong with
Germany, Italy, Spain and United Kingdom a rise of nine minutes since 2008.
Sources: Eurodata TV Worldwide / Relevant Partners - ALL RIGHTS RESERVED
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6. Regional behaviours and local specificities
This global trend hides regional behaviours and local specificities. In general, eastern and southern
European countries are bigger TV consumers than northern Europe.
In Czech Republic, children are watching 2 hours 02 minutes television (+9 minutes vs. 2010) while Portuguese
children spend 3 hours 04 minutes a day watching television.
German children, meanwhile, continue to watch significantly less TV than their closest neighbours, with just 1 hour 33
minutes a day spent in front of the box, despite short school days for children under eleven.
In Finland, daily viewing time among children 4-14 stands at only 1 hour 18 minutes, 8 minutes less than in 2008.
This decrease should be put into perspective as regards different demo groups. The youngest children (4-9) are
watching 1 hour 18 minutes in 2011, only one minute less compared to 2008. The decrease is much more marked
among children 10-14, who watched 16 minutes less TV a day in 2011 than in 2008. This decrease can be can be
explained by a modest TV offer compared to other key territories (YLE2 is the main provider of cartoons and youth
programming), Finnish channels adopting strong online strategies increasingly supplying web-TV content, and pre-
teens‟ new behaviours moving from TV to the internet.
Sources: Eurodata TV Worldwide / ATO/Media Research (Cz. Rep) / AGF/GfK Fernsehforschung (Germany) / Finnpanel Oy (Finland) - ALL RIGHTS RESERVED
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7. TSV and big events sustain TV consumption
Among new behaviours, time shifted viewing (TSV) is helping to drive the increase in viewing time across the
world and audience measurement companies are progressively taking this into account.
Both France and Italy introduced the time-shifted viewing measurement in 2011 which contributed to the rise in daily
viewing time in these countries. In 2011, French children spent 2h18 every day in front of TV, i.e. an extra 6 minutes
compared to 2010. This is the highest increase among “the big five” European countries. Italian children remain among the
biggest consumers of small screen in Europe with a daily viewing time of 2 hours 42 minutes (+3 minutes vs. 2010).
The big sporting events of 2010 boosted TV consumption across the world, including among children. It is
therefore not surprising that after this huge rise in 2010, the time spent watching television seems to levelled off in 2011 in
some countries. The figures are nonetheless significantly higher than 2009. In the United Kingdom, daily viewing time
stands at 2 hours 27 minutes, 4 minutes less than 2010 but 10 minutes more than in 2009. In Spain, with 2 hours 38
minutes, the time children spend watching television is still 10 minutes a day more than in 2009, despite a slight decrease
in 2011.
In North America, the United States pushed up daily viewing time with an extra 5 minutes spent in front of TV in 2011,
standing at 3 hours 39 minutes each day. In Canada (English speaking), children are watching 3 hours 05 minutes, 2
minutes less than 2010 when Vancouver Olympic Games boosted audience.
Finally in Asia, a major centre for animation, children are particularly big consumers of TV in 2011: China (2h43, + 6
minutes vs. 2010), Japan (2h44, + 5 minutes), Indonesia (3h03, + 6 minutes) and Malaysia with 3h12 a day and an extra 9
minutes compared to 2011.
These increases seem to be driven by a twofold influence: an increased channel offer meaning that children have
far more options when it comes to live television, combined with the ability to access their favourite shows
whenever they want via catch up.
Sources: Eurodata TV Worldwide / Médiamétrie (France) / Auditel (Italy) / BARB (UK) / Kantar Media (Spain) / Nielsen Media Research (USA) / BBM (Canada)
CSM Media Research (China) / Video Research (Japan) / Nielsen Television Measurement (Indonesia & Malaysia) - ALL RIGHTS RESERVED
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8. Continued growth of dedicated children’s channels
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9. Increasing dominance of the dedicated channels
The way children consume television and the platforms that they prefer has been profoundly changed by the
digital revolution and the growth of new technologies.
The lion‟s share of children‟s consumption of dedicated programming is now going to free DTT channels and kid-
dedicated platforms are continuing to eat away at the shares of generalist channels among the younger
demographics.
It surely comes as no surprise that kids, moving from the limited choice of children‟s blocks provided by generalist
channels to the 24/7 choice provided by DTT, cable and satellite are enjoying the opportunity to spend more time with
their favourite characters. Thanks to this multiplication of channels, especially children‟s ones, the overall offer of
youth programming has increased over the past years. However we can observe a decrease in the youth volume of
some generalist channels which chose to concentrate their children‟s offer on a dedicated sister channel. The is the
case for example for ITV1 in the UK, which saw the proportion of children‟s programs in its schedules drastically
decreased from 10% to 3% in favour of its sister channel CITV, launched in 2006.
The kids’ TV market in Europe is evolving faster than ever before with the rapid rise of dedicated digital
platforms giving kids greater choice about what they want to watch. Notably, in France, Spain and the United
Kingdom the “other TV”‟s market shares has increased from 20 to 30 points among children, mostly due to the growth
of the children‟s channels. This is combined with the (coming or completed) switch off of analogue TV loosening the
grip of traditional generalist channels.
Sources: Eurodata TV Worldwide / BARB (UK) / Relevant Partners - ALL RIGHTS RESERVED
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10. Increasing dominance of the dedicated channels
In Spain, where the switchover occurred in April 2010, Clan (TVE) experienced
massive growth over the past few years, registering a 21.5% share during the first
half of 2011 against 5.7% over the same period in 2009.
Another clear winner over the last twelve months in the country has been Boing.
Launched in September 2010, the Spanish version of the Mediaset owned Italian
kids‟ channel is making its presence felt with a 5.9% share on the same age group.
Clan’s average share
(children 4-12)
In the United Kingdom, the children‟s channels of the BBC, CBBC and CBeebies
are also quietly continuing to increase their strength, with shares on the 4-15 demo
once again up year on year, despite the extremely wide and increasing choice of
children‟s channels available.
A special mention once again, however, should go to Channel 5, as one of the few
generalist channels surveyed to continue growing the results of its pre-school
orientated children‟s block, and simultaneously its overall share on the children‟s
target.
CCBC’s average share
(children 4-15)
Sources: Eurodata TV Worldwide / Kantar Media (Spain) / BARB (UK) / Relevant Partners - ALL RIGHTS RESERVED
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11. Increasing dominance of the dedicated channels
In France, one of the rare countries studied without a public DTT channel totally dedicated to kids, the free-to-air kids‟
platform Gulli (joint-owned by Lagardère and France Televisions) is also showing gradual but healthy growth, increasing its
share by 0.6 points to 12.1% during the first semester 2011, then peaking at 12,7% in August 2011, among children 4 – 14
in comparison with the first semester 2010. December is traditionally a weak month due to the Christmas special offer on
mainstream channels.
The shares of both TF1 and the France Televisions‟ channels on this target, however, are continuing a steady decline,
although TF1‟s power remains strong, with 20.7% of young viewers‟ time still being spent watching this broadcaster.
While in Western Europe the children‟s channels of the local
leading nets tend to have the upper hand, US based brands like
Disney, Nickelodeon and Cartoon Network take the lead or rank
close behind them in many other countries. In Poland Disney Poland
Channel led the field with 6.3% (Jan-Jun 2011), in South Africa
it was Cartoon Network.
Nonetheless, in certain territories such as Russia and Hong
Kong the traditional children‟s blocks retain the lion‟s share of
viewing, possibly due to a slower / reduced technical
implantation of dedicated children‟s channels in some areas.
Sources: Eurodata TV Worldwide / Médiamétrie (France) - Nielsen TV Audience Measurement (Poland) -
ALL RIGHTS RESERVED
Market shares in % (January - June 2011)
Total Day - Children 4-15
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12. When kids control the remote…
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13. Time for school, time for TV
Although the key timeslots for children’s TV are of course dictated by school hours, they vary considerably
from country to country and are also strongly affected by cultural differences. In places where children tend to
go home for lunch, such as China, the Netherlands and Spain, there is a clear secondary viewing peak in the middle
of the day. On the contrary, in the US viewing remains strong and steady throughout the day, rising from 3pm to the
evening peak at around 8pm. In fact, in the States, the number of kids watching TV never falls below the 2 million
mark, even in the middle of the night.
Significant lunchtime viewing & later primetime peak Key slots lunchtime and primetime
Sources: Eurodata TV Worldwide / Kantar Media (Spain) / CSM Media Research (China) - ALL RIGHTS RESERVED
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14. Kids Channels make their own Primetime
Children’s viewing might generally peak alongside that of their parents in primetime, but this doesn't
necessarily mean this is the top slot on all kids channels. Apart from the fact that in some countries like the UK
the main kids channels only air in the daytime, in many countries later viewing is dedicated to family content on the
generalist channels. In these cases, like Poland and South Africa, the leading children‟s channel in country can record
its best results at breakfast or after school, when children are more likely to have sole control over the remote.
Of course, when children don‟t have to go to school viewing habits change, the TV comes on a little later but morning
and in some case afternoon viewing is much stronger. Many children‟s channels take advantage of this to record
some of their best results in the mornings at weekends.
South Africa Viewing peaks at breakfast and after
Cartoon Network - South Africa school
Total TV
Sources: Eurodata TV Worldwide / SAARF (South Africa) - ALL RIGHTS RESERVED
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15. Animation, a universal hit
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16. Contents, the most important drivers of success
Aside from technological development and a growing channels offer, however, contents remain the most
important drivers of success. Children do not watch exclusively cartoons and youth live action series, and they also
appreciate family programmes including game show formats, series and sport events. Nonetheless, regarding
children dedicated programs, animation clearly dominates the top rankings in a majority of territories such as
Australia, France, Spain, Poland, Russia, Italy, South Africa and USA.
Animation apart, international TV trends show viewers’ preference for local and home grown productions. As
an example, American productions clearly continue to be the most sold internationally, they nonetheless lose out in
national top ten rankings around the world. We are not seeing the appearance of „universal‟ programs, but instead a
growing globalization of narrative schemes and codes. This tendency is illustrated by the growing success of scripted
and non-scripted formats. As far as finished programmes are concerned, only a few managed to ignite ratings
worldwide.
Animation could, however, be seen as the exception that confirms the rule. Cartoon representations are
naturally less culturally specific than „real people‟ and voices can be dubbed in local languages and even accents
without disturbing the viewing experience. The result is that animation has always been able to travel across borders
as a finished product in a way that other types of programming can only dream of. While the „universal‟ finished titles
can find success around the world, narrative codes are simultaneously being shared between different styles of
animation. The perfect example of this is Japanese manga, which has exerted a strong influence on European and
American productions, while in the meantime finished manga formats manage to air in multiple territories, resonating
with local audiences and ranking in best performing shows.
Sources: Eurodata TV Worldwide / Kids TV Report - ALL RIGHTS RESERVED
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17. Global codes, local success
Looking at rankings of the top 15 children’s shows by country, some international titles come back again and
again, alongside newer properties making a name for themselves abroad.
The long running adventures of the American Tom & Jerry keep on fascinating children from China to South Africa,
from Russia to Australia. In the meantime, Spongebob continues to go from strength to strength around the world
(China, Canada, USA, Czech Republic and Spain). The recent international coproduction The Jungle Book by DQ
Entertainment (India), Moonscoop (France), ZDF Enterprises (Germany), Disney Channel and Universal Studios
(USA), has already succeeded in positioning itself among the best performing shows with children and / or pre-
schoolers in South Korea, France, Germany and Italy. Handy Manny (UK), Yu-Gi-Oh and Doraemon (Japan) rank
among the best performing shows both in Asia (Taiwan, South Korea) and in Europe (France, Italy).
In France, the entire top 15 children‟s shows over this semester were animated formats. A strong taste for anime style
shows was confirmed by the continuing dominance of the Japanese cartoon Beyblade Metal Fusion (Gulli), which
held onto its place at the top of the ranking for the second semester in a row. French producers have not been slow to
take advantage of this trend, and the distinctive anime „look‟ was noticeable in many of the home-grown formats
present in the top, such as Galactik Football (Gulli), Spiez! (TF1), Wakfu (France 3) and Rekkit the Rabbit, making
its first appearance in the top with TF1 after its launch earlier this year. The same enthusiasm for anime can also be
found in Italy and Spain, with Detective Conan coming only just behind The Simpsons and Futurama (all Italia 1) in
Italy, while in Spain Gormiti and Pokemon (both Clan) retained places in the top.
Sources: Eurodata TV Worldwide / Kids TV Report / Relevant Partners - ALL RIGHTS RESERVED
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18. Perspectives
It is clear that children’s love for the small screen is showing no signs of fading, and animation remains at
the core of their TV viewing around the world.
The financial pressure that the industry has been placed under over the last few years has not only had the effect of
strengthening the power of major brands and boosting international interest in properties already going strong at
home, it has also encouraged production companies to look to alternative financing ideas such as coproduction. With
children‟s appetite for the genre showing no signs of abating, however, we can be sure that animation will find ways to
evolve to amaze and entertain kids with new trends and titles in 2012 and beyond.
To know more about all the hits and trends in animation and other children‟s programming, Eurodata TV Worldwide
and International execs from the animation market will take part at miptv 2012 in a discussion about global hits, local
sensations and key success stories. Save the date !
miptv conference “THE GLOBAL ANIMATION MARKETPLACE: The Big Picture”
Sunday, 1st April 2012 from 10:00 AM to 11:15 AM
Palais des Festivals, Auditorium A, Level 3
Cannes, France
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19. About the author
Created by Médiamétrie, Eurodata TV Worldwide distributes programming and audience
information, based on its partnership with the national institutes operating people meter systems
throughout the world. Today, Eurodata TV Worldwide‟s database contains more than 3000
channels in more than 80 countries and provides an exhaustive amount of daily program
information including: content, production, international distribution and the audience levels for
targeted programs, all data emanating directly from the relevant authorized institute based in
each country around the world. This data provides a range of services which help in the
decision-making process of international media professionals. For more information, please
contact acallay@eurodatatv.com
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