MME 4.5 New Content Formats: Reaching audiences - what do the kids want? Carl Hibbert, Head of Consumer Media & Technology, FutureSource

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Reaching audiences - what do the kids want? How are the kids seeking their entertainment? On what devices, when and why? What kind of content? What is driving the changing behaviour? Speaker: Carl Hibbert - Head of Consumer Media & Technology, FutureSource

| © 2019 Futuresource Consulting Ltd
Carl Hibbert
Head of Consumer Media & Tech
Reaching Audiences:
What do the kids want?
10th July 2019

| © 2019 Futuresource Consulting Ltd2 | © 2019 Futuresource Consulting Ltd @Futuresourcer
Kids Tech in Numbers
3-16 year olds
7 countries
1,400 online sample
2 x per year
10 waves

| © 2019 Futuresource Consulting Ltd3 | © 2019 Futuresource Consulting Ltd @Futuresourcer
What We’ve Learnt
They Still Like to Play and Watch TV
Screen Time is Rising
True Digital Natives: Swipe First / Press Second
Engagement on their Terms
Parents and Industry Aligning on Digital Health

| © 2019 Futuresource Consulting Ltd @Futuresourcer4 | © 2019 Futuresource Consulting Ltd
Screen Time Dispersed Across Range of Platforms
47%
68%
73%
74%
94%
Percentage of Kids (3-16) in UK that Own/Share…

| © 2019 Futuresource Consulting Ltd5 | © 2019 Futuresource Consulting Ltd @Futuresourcer
Half of UK Kids Regularly Consuming on Second Screens
53% 51%
54%
Favourite Device to Watch TV / Video
Content % among kids 3-12
TV
47%
Tablet
24%
Smartphone
17%
PC/Laptop
6%
Others
5%
Regular Use of Portable Device for
TV/Video Content Viewing**
Age 11-12
Age 7-10
Age 3-6
**Minimum 3-4 times Per Week

| © 2019 Futuresource Consulting Ltd @Futuresourcer6 | © 2019 Futuresource Consulting Ltd
55% 36% 26% 16%
More Screens are Impacting Engagement
% of Kids Multi-Tasking While Watching TV
USA
UK
Germany
China
What are they Doing…

| © 2019 Futuresource Consulting Ltd @Futuresourcer7 | © 2019 Futuresource Consulting Ltd
Scheduled
Down YoY
On-Demand
Up YoY
Live TV Still Strong Outside of US but Beginning to Falter
30%
16%
36%
51%
22%
53%
64%
18%
38%
19%
8%
37%
22%
12%
37%
38%
25%
23%
30%
4% 5%
15%
8%
20% 18%
11%
21% 19%
USA Mexico UK Germany Brazil China France
Video Source Watched Most Frequented by 3-12s
Other
SVoD
Live TV (Pay)
Live TV (FTA)

| © 2019 Futuresource Consulting Ltd @Futuresourcer8 | © 2019 Futuresource Consulting Ltd
Online Viewing Time Clipping the Heels of Live TV in Major Markets
4.6
4.0
3.4
2.8
3.7
4.0
3.4
4.3
2.5 2.4
1.2
2.3
3.6
2.6
1.8
2.7
USA UK Germany China
Kids 3-12: Hours spent per week
free online Free TV Pay-TV SVoD
23% watch 6+ hours of free online video
11% Watch more than 10 hours
23% don’t watch
any online content

| © 2019 Futuresource Consulting Ltd @Futuresourcer9 | © 2019 Futuresource Consulting Ltd
Kids Snacking Online – Shaping Trend to Shorter Content
0%
10%
20%
30%
40%
50%
60%
Under 1 minute 1-5 minutes 6-10 minutes 11-15 minutes 16-30 minutes 31 minutes to an hour Over an hour
Kids 3-12: Most Popular Free Online Video Length
UK USA Germany China

| © 2019 Futuresource Consulting Ltd @Futuresourcer10 | © 2019 Futuresource Consulting Ltd
YouTube’s Influence Continuing to Grow
26%
48%
20%
82% of 3-16s access
US/UK/DE
53%
31%
22% 21%
China USA UK Germany
Influence of Social Media Personalities on 3-
16s Purchase Decisions
Use by
Platform:

| © 2019 Futuresource Consulting Ltd @Futuresourcer11 | © 2019 Futuresource Consulting Ltd
Content is King Among Kids Too…but so is Usability
33%
53%
76%
35% 30%
40%
27% of 3-12s with Access to Amazon Prime Video don’t
watch it, compared to just 10% for Netflix
USA
UK
Germany
Percentage of 3-12s with Access To…
20% of 8-12s access Facebook
from someone else’s account
10% of 8-12s access Instagram
and Snapchat from someone else’s
account
USA
UK
Germany

| © 2019 Futuresource Consulting Ltd
While every effort is made by Futuresource Consulting to provide accurately researched information and carefully supported conclusions and recommendations, in no event will the company or its professionals
be liable for information, analysis, advice or recommendations provided to clients, or be liable for actions and decisions taken as a result of this report.
Thank You!
Carl Hibbert
Head of Consumer Media & Tech
carl.hibbert@futuresource-hq.com
+44 (0) 1582 500 110

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