Kids today don’t know a world without smartphones and the internet. They are growing up in an age where entertainment and information are always at their fingertips, so it is no surprise they spend considerable time using technology daily. 

Recent studies show kids influence certain purchasing decisions regarding entertainment, which makes this segment of kids (between 8 and 12) very important for marketers and streaming platforms. Understanding their content consumption patterns allows brand leaders to tap into their growing influence. Parents have prioritised being family-focused, often engaging in co-viewing shows, movies, and videos. According to a 2023 study by Kids Industries, 73% of parents say their children co-view at least half of the time they watch content, a significant change from pre-pandemic times. This rise in co-viewing and kids’ significant role in household purchasing decisions underscores the importance of comprehending their media habits.

Historical Perspective

Early Media Consumption (1950s-1980s)

Television as the Primary Medium:

In the mid-20th century, television emerged as the medium for children’s entertainment. Families gathered around their TV sets for scheduled programming, fostering a shared viewing experience. This period was characterised by limited channels and specific time slots dedicated to children’s shows.

Limited Content and Scheduled Programming:

Children’s programming during this era was constrained to specific times, with iconic shows like “Captain Kangaroo” and “Sesame Street” becoming household staples. These shows entertained and played educational roles, shaping the media consumption habits of an entire generation.

Family Co-Viewing:

Television time was often a family event. Parents and children watched shows together, creating a communal activity that strengthened family bonds and provided a shared cultural experience. By the late 1950s, over 90% of American households owned a television. Children’s shows enjoyed significant viewership and became an integral part of daily life for families nationwide.

Rise of Cable and Satellite TV (1990s-2000s)

By the 2000s, households with cable TV had access to numerous children’s channels. Viewership numbers soared as children spent more time watching TV, contributing to the media’s growing influence on young audiences.

Dedicated Children’s Channels:

The introduction of cable and satellite TV in the 1990s revolutionised children’s media consumption. Channels like Nickelodeon and Cartoon Network offered round-the-clock programming specifically tailored for young audiences, greatly expanding the variety and availability of children’s content.

Diverse and Plentiful Programming:
This era saw an explosion in the variety of shows available, catering to different age groups and interests. From animated series to educational programs, the range of content ensured that children had more choices than ever before.

Shift Toward Individual Viewing:

With the increase in content, children began to watch TV more independently. The availability of children’s programming throughout the day allowed for individual viewing schedules, reducing the need for family co-viewing.

Digital Revolution and Its Impact

The advent of the Internet and Streaming Services (2010s-present)

With the advent of the internet and the proliferation of streaming services, how children access and interact with content has fundamentally changed.

On-Demand Content and Streaming Platforms

Streaming subscriptions among children and families have surged. According to recent studies, nearly 70% of households with children subscribe to at least one streaming service.

• Rise of Streaming Services: The 2010s saw the emergence and rapid growth of streaming platforms like YouTube and Netflix. These platforms revolutionised media consumption by providing on-demand access to a vast content library.
• Flexibility and Convenience: Unlike traditional TV, streaming services allow children to watch their favourite shows and videos anytime. This flexibility has made these platforms immensely popular among younger audiences.
• Diverse Content Offerings: Streaming platforms offer a wide range of content, from educational videos and animated series to user-generated content and interactive experiences. This diversity caters to various interests and age groups, making it easier for kids to find content that resonates with them.

Proliferation of Devices

Device usage among kids has seen a significant uptick. A 2023 report indicates the average child spends approximately five hours per day on media consumption, with a substantial portion of this time dedicated to streaming on personal devices.

• Smartphones and Tablets: The widespread availability of smartphones and tablets has further facilitated the shift toward digital media consumption. These devices are user-friendly and portable, making them ideal for children.
• Accessibility: With personal devices, children have constant access to their preferred content, whether at home or on-the-go. This accessibility has significantly increased the time spent on media consumption.
• Impact on Viewing Habits: The convenience of personal devices has encouraged more individualised viewing habits. Children can now consume content independently, tailored to their preferences and schedules.

Personalised Viewing Experiences

Time spent on streaming platforms has nearly doubled over the past three years, reflecting a growing preference for on-demand content over traditional TV.

• Algorithm-Driven Recommendations: Streaming platforms use sophisticated algorithms to recommend content based on individual viewing histories and preferences. This personalisation enhances the user experience by making it easier for children to discover new content that aligns with their interests.
• Interactive Features: Many digital platforms incorporate interactive features, such as customisable profiles and parental controls, allowing for a more tailored and safe viewing experience.
• Engagement and Retention: Personalised content keeps children engaged longer as they are continually presented with new, relevant material. This increased engagement benefits both the platforms and advertisers.

Parents vs. Children: Generational Differences in Media Consumption

• Parents’ Preferences:
  • Many parents grew up with traditional television and are comfortable with longer TV series and movies. Especially in Western markets, they still enjoy the larger screen experience when streaming content compared to smaller mobile screens. 
• Children’s Preferences:
  • Children today are more inclined toward digital and streaming content, favouring platforms like YouTube, YouTube Kids, Netflix, and TikTok.
  • They enjoy on-demand content, which allows them to watch what they want when they want.
  • Popular content includes short-form videos, interactive games, live streaming, and series.

Impact of Parents’ Media Habits on Children’s Choices

• Influence of Parental Preferences:
  • Parents’ media habits still play a role in shaping children’s choices. If parents prefer certain types of content or platforms, children may be exposed to and adopt these preferences.
  • Family activities centred around media, such as watching movies or TV shows together, can introduce children to their parents’ favourite content.
• Children’s Autonomy:
  • Despite parental influence, children increasingly drive their own media choices.
  • With the availability of personal devices like tablets and smartphones, kids have greater control over what they watch and when.
  • Children’s choices are often guided by peer influence, popular trends, and content recommendations from algorithms on digital platforms.

Family Dynamics: Co-Viewing vs. Individual Viewing

• Co-Viewing Trends:
  • Co-viewing, where parents and children watch content together, has seen a resurgence, particularly during special events and family-friendly programming.
  • Events like Nickelodeon’s “Kids’ Choice Awards” have reported high levels of co-viewing, with more than half of the kids watching with an adult. This marks a significant increase over previous years.

• Prevalence of Individual Viewing:
  • Despite the rise in co-viewing, individual viewing remains prevalent among children.
  • Kids often watch content on their devices, such as tablets, smartphones, or personal TVs, allowing them to enjoy personalised viewing experiences.
  • This shift toward individual viewing is facilitated by the accessibility of content on-demand, catering to the child’s specific interests and schedules.

Current Trends in Kids’ Media Consumption

Short-Form Content

Popularity of Platforms like TikTok, YouTube Shorts, and Instagram Reels:

• Explosive Growth: Platforms like TikTok and Instagram have witnessed explosive growth among younger audiences. These platforms specialise in short-form content, typically ranging from 15 seconds to a few minutes, which appeals to the quick consumption preferences of today’s children.
• User-Generated Content: The ability for users to create and share their videos has contributed to the popularity of these platforms. Kids enjoy consuming and creating content, leading to a highly interactive and engaging experience.
• Trend-Driven Culture: Trends and challenges that go viral on these platforms contribute to their allure. Children are drawn to participate in popular trends, creating a sense of community and shared experience.

Influence of Bite-Sized Content on Attention Spans and Preferences

• Short Attention Spans: The prevalence of short-form content is shaping children’s attention spans. Quick, engaging videos are designed to capture and hold attention in brief bursts, making longer forms of content less appealing for some.

Recent data indicates that over 60% of children between the ages of 8 and 12 use TikTok, and similar percentages engage with Instagram’s short-form video features. Children’s average daily time spent on these platforms has surpassed 70 minutes.

• Instant Gratification: Bite-sized content provides instant gratification, aligning with the fast-paced consumption habits of modern kids. This has implications for how children engage with educational content and traditional media.
• Content Preferences: Children’s preferences are increasingly leaning towards concise, visually stimulating, and easily digestible content. This trend influences how content creators and educators design their materials.

Interactive and Educational Content

Growth in Edutainment and Educational Apps

• Rise of Edutainment: There has been substantial growth in the edutainment sector, which combines education with entertainment. Apps and platforms that provide interactive learning experiences are becoming increasingly popular.
• Popular Apps: Applications such as Khan Academy Kids, ABCmouse, and Duolingo have become staples for many households, offering educational content in a fun and engaging format.
• Interactive Learning: These apps leverage interactive elements like games, quizzes, and rewards to enhance learning experiences, making education more appealing to children.

Data from 2023 shows that 75% of children aged 5 to 10 use educational apps regularly. The average child spends about 30 minutes per day on these apps.

Parental Preferences for Educational Content

• Parental Influence: Parents are prioritising educational content that is both engaging and informative. They prefer apps and platforms that offer measurable educational benefits, such as improved literacy or math skills.
• Safety and Quality: Parents are also concerned about the quality and safety of the content their children consume. They favour platforms that provide age-appropriate, ad-free experiences.
• Balanced Consumption: While entertainment is important, parents increasingly seek a balance with educational content to ensure their children learn while entertained.

Surveys indicate that 80% of parents prefer apps that offer educational value, and 65% are willing to pay for premium educational content.

The Long-term Impact of COVID-19

Increased Screen Time and Content Consumption During Lockdowns

• Pandemic Effects: The COVID-19 pandemic led to significant increases in screen time as lockdowns forced families to stay home. Children turned to digital devices for entertainment and education, with schools closed and outdoor activities limited.
• Shift in Habits: Screen time for children increased by an average of 50%, with many spending upwards of 6 hours per day on digital media. This included educational activities, streaming, and social media engagement.
• Parental Concerns: While necessary during the lockdowns, the increase in screen time raised concerns among parents about the long-term effects on their children’s health and development.

Changes in Viewing Habits and Content Preferences Post-Pandemic

• Sustained Increase: Screen time has decreased somewhat post-pandemic, but it remains higher than pre-pandemic levels. Children have become accustomed to digital consumption, and these habits are likely to persist.
• Content Evolution: There has been a noticeable shift towards more diversified content consumption, with an increased emphasis on educational and interactive content. Children and parents alike are seeking content that offers more than just entertainment.
• Hybrid Learning: The pandemic accelerated the adoption of hybrid learning models, blending traditional education with digital tools. This has normalised educational apps and platforms as a regular part of children’s routines. A study conducted in 2022 found that 70% of children continued to spend more time on digital media compared to pre-pandemic levels. Another study indicated that educational app usage saw a 30% increase during the pandemic and has remained elevated.

Case Study: The Success and Evolution of Children’s Content on YouTube

Image Credit: YouTube

Overview

YouTube has become a pivotal platform for children’s entertainment, hosting various content ranging from animated nursery rhymes to interactive toy reviews. Channels like CoCoMelon and Ryan ToysReview have amassed millions of subscribers, underscoring the platform’s appeal to younger audiences. Despite YouTube’s stance that it is not designed for children under 13, videos featuring children consistently outperform other content types regarding viewership. Despite the platform’s statement that it is not intended for viewers under 13, content featuring children and tailored to their interests remains highly popular, often garnering significantly more views than other types of content.

Popularity of Children’s Content

Based on a study by the Pew Research Center, even though only 2% of analysed videos featured children under 13, these videos received triple the average views. Content both aimed at and featuring children proved even more popular, highlighting a robust demand for children-oriented programming.

Channels such as CoCoMelon, which plays animated nursery rhymes, boast over 53 million subscribers. Another major player is Ryan ToysReview, with a subscriber count of 20,749,585, where videos showcase children opening and reviewing toys. These channels are among the frontrunners in a niche that enjoys massive popularity despite comprising a small portion of YouTube’s content.

Challenges and YouTube’s Response

The platform has faced challenges, including concerns about child safety and privacy. The Federal Trade Commission’s settlement with YouTube over potential Children’s Online Privacy Protection Act violations highlighted the need for better protection for young viewers.

Introducing YouTube Kids

In response to these challenges, YouTube introduced YouTube Kids in 2015, a platform designed specifically for children. This initiative is part of YouTube’s effort to create a safer environment for young viewers. YouTube Kids features parental controls, allowing parents to guide their children’s viewing experiences by setting timers, blocking content, and selecting appropriate content categories. This platform ensures that all content available is suitable for children, aiming to alleviate parental concerns about exposure to inappropriate content.

YouTube Kids emphasises enhanced safety features and a user-friendly interface tailored for children. The app restricts the creation of user accounts to adults, who can then manage the viewing options and available content for their children. This design directly responds to the issues raised about the main YouTube platform, providing a controlled environment that prioritises the safety and interests of young users.

The launch and continual development of YouTube Kids represent YouTube’s commitment to addressing the complexities of hosting children’s content on a massive, globally accessible platform. By offering a solution that balances the immense popularity of children’s videos with robust safety measures, YouTube has taken a significant step towards reconciling the needs of its youngest audience with the demands for security and appropriate content. This case study illustrates the success of children’s programming on YouTube and highlights the platform’s proactive approach to creating a safer and more enjoyable viewing experience for children.

The Influence of Kids on Family Purchase Decisions

Direct Influence

Kids’ Preferences Shaping Family Subscriptions and Purchases

• Influence on Subscriptions: Children play a significant role in shaping family decisions regarding media subscriptions. Platforms like Netflix, Disney+, and YouTube Kids often owe their subscriptions to the preferences and demands of younger family members.
• Product Choices: Beyond media, kids influence many family purchases, from toys and games to food and clothing. Their exposure to new products through media content often drives these preferences. For example, a child’s interest in a popular animated series might lead the family to subscribe to a streaming service offering that content. Similarly, children’s enthusiasm for certain brands or characters can steer family purchases toward those items.

Role of Advertisements and Influencers in Kids’ Decision-Making

• Advertisements: Ads targeting children are designed to be engaging and persuasive. These ads often highlight products in a way that appeals directly to kids, who then influence their parents’ purchasing decisions.
• Influencers: Social media influencers, particularly those on platforms like YouTube and TikTok, have a powerful impact on children. Kids trust and emulate these influencers, often requesting products that they see endorsed in videos.

For example, unboxing videos, toy reviews, and lifestyle content featuring influencers can lead children to develop strong preferences for certain products, compelling parents to make those purchases.

A Family Path to Purchase project study found that 90% of family purchase decisions are influenced by children, underscoring their substantial impact on buying behaviour.

Indirect Influence

Family Co-Viewing Experiences Leading to Collective Decisions

• Shared Decision-Making: Co-viewing experiences, where families watch content together, often lead to collective decisions about subscriptions and purchases. The content watched during family time can influence what products are bought for shared enjoyment.
• Enhanced Awareness: Watching content together allows parents to become more aware of their children’s preferences, which can influence family purchasing decisions. For example, a family regularly watching cooking shows together might decide to purchase kitchen gadgets or ingredients featured in the shows, reflecting a shared interest cultivated through co-viewing.

Shared Media Experiences and Bonding

• Strengthening Bonds: Shared media experiences contribute to family bonding and create opportunities for discussions about preferences and interests. This bonding time can significantly influence collective decisions about purchases.
• Influence on Spending: Activities enjoyed together, such as watching a popular family movie, can lead to spending on related merchandise, themed outings, or additional content from the same franchise. For example, a family that enjoys superhero movies together might be more inclined to buy related merchandise, such as action figures, costumes, or themed video games, reflecting the interests developed during co-viewing.

According to a Nielsen report, families that co-view content are 50% more likely to purchase products advertised during these viewing sessions. 

Regional Differences in Kids’ Media Consumption

Kids media consumption habits in the United States

Media Preferences:

A 2023 survey indicated that over 80% of American households with children subscribe to at least one streaming service.

• The dominance of Streaming Services: In the US, streaming platforms like Netflix, Disney+, and YouTube Kids are very popular among children. Their flexibility and vast content libraries cater well to the diverse interests of American kids.
• Social Media Platforms: Platforms like TikTok and Instagram are widely used, and many children actively create and consume short-form content. 

Approximately 60% of children aged 8-12 are active on TikTok, spending an average of 75 minutes daily on the platform.

• Educational Content: There is a significant demand for educational apps and content, especially post-pandemic, as parents seek to supplement their children’s learning.

Cultural Influences:

• Content Diversity: There is a strong emphasis on diverse and inclusive content that reflects the multicultural nature of the US. This includes shows and movies featuring characters from various backgrounds and communities.
• Parental Controls: American parents often prioritise content that includes robust parental controls and safety features to manage their children’s media consumption.

Kids media consumption habits in the United Kingdom

About 75% of UK households with children subscribe to at least one streaming service, with a significant portion of children using these platforms daily.

Media Preferences:

• Public Broadcasting: Traditional TV channels like BBC’s CBeebies and CBBC remain popular for their high-quality educational and entertainment content.
• Streaming Adoption: Like the US, streaming services like Netflix and Amazon Prime Video have a strong presence in the UK, with many children consuming content on-demand.
• Interactive Apps: There is a growing use of interactive and educational apps driven by school initiatives and parental encouragement.

Cultural Influences:

• Educational Focus: There is a notable focus on educational content, with many parents valuing programs and apps that offer learning opportunities.

Surveys indicate that 70% of parents encourage the use of educational apps, with many children spending up to 30 minutes per day on these platforms.

• Regulatory Environment: The UK has stringent regulations regarding children’s content, ensuring that media is safe and age-appropriate.

Kids media consumption habits in Asia

In countries like India and China, over 80% of children access media primarily through mobile devices.

Media Preferences:

A 2023 report showed that 70% of children in China use local streaming services, and similar trends have been observed in other Asian markets.

• Mobile-First Consumption: In many Asian countries, mobile devices are the primary means of media consumption for children. Smartphones and tablets are widely used for accessing content.
• Regional Platforms: Platforms like YouTube Kids and local streaming services (e.g., Hotstar in India, iQIYI in China) are extremely popular.
• Anime and Local Content: There is a strong preference for anime and locally produced content, which often reflects regional cultures and traditions.

Cultural Influences:

• Educational Emphasis: Education is highly valued in many Asian cultures, leading to a significant emphasis on educational content and apps. Parents often use media as a tool to enhance learning.

In South Korea, nearly 65% of children use educational apps regularly, reflecting the strong emphasis on education.

• Parental Involvement: Parents tend to be highly involved in their children’s media consumption, often guiding and selecting appropriate content.
• Language and Cultural Content: Content incorporating local languages and cultural references is highly preferred, making regional adaptations of global shows very popular.

The Future of Kids Entertainment

Emerging Technologies

VR and AR in Kids’ Media

Market analysts project that by 2026, the VR/AR market for children’s content will grow at a compound annual growth rate (CAGR) of 20%, indicating a significant increase in adoption and integration into daily media consumption.

• Immersive Experiences: VR and AR technologies are poised to revolutionise how children interact with media. These technologies offer immersive experiences that can transport kids to different worlds, enhance storytelling, and create interactive learning environments.
• Educational Applications: VR and AR are increasingly integrated into educational content, providing interactive and engaging ways for children to learn. Virtual field trips, interactive history lessons, and immersive science experiments are examples of how these technologies can enhance education.
• Entertainment and Gaming: VR and AR provide new ways to engage with content. The possibilities are vast, from VR games that allow children to physically interact with virtual environments to AR apps that bring characters and stories to life in the real world. As of 2023, approximately 15% of children aged 8-12 have used VR devices, and 25% have experienced AR through mobile apps. These numbers are expected to grow as the technologies become more accessible and affordable.

Potential Impact on Consumption Habits

• Enhanced Engagement: VR and AR’s immersive nature can significantly increase engagement. Due to their captivating nature, children will likely spend more time interacting with these technologies.
• New Content Forms: VR and AR will lead to the development of new forms of content specifically designed for these platforms, further diversifying the media landscape for children.
• Parental Concerns: While these technologies offer exciting possibilities, there are also concerns regarding screen time, eye health, and the need for appropriate content moderation.

Evolving Content Strategies

Content Creators Adapting to Changing Preferences

• Adapting to Trends: Content creators are continually adapting to the changing preferences of young audiences. This includes producing more interactive and engaging content, leveraging new technologies like VR and AR, and creating bite-sized, easily consumable media.
• Platform-Specific Content: As children increasingly consume content on various platforms, creators tailor their content to fit each platform’s unique features and audience behaviours. For instance, short-form videos for TikTok, interactive games for mobile devices, and long-form series for streaming services.
• User-Generated Content: Encouraging user-generated content and interactive participation has become a key strategy. This not only increases engagement but also helps in building a loyal community around the content.

Importance of Inclusivity and Representation in Kids’ Media

• Diverse Representation: There is a growing emphasis on inclusivity and representation in children’s media. Content creators are making concerted efforts to include diverse characters and stories that reflect their audience’s varied backgrounds and experiences.
• Impact on Identity and Self-Esteem: Inclusive content helps children see themselves represented in media, positively impacting their self-esteem and identity development. It also fosters empathy and understanding among young viewers by exposing them to different cultures and perspectives.
• Industry Standards: Media companies are increasingly adopting industry standards and guidelines to ensure that content is inclusive and free from stereotypes.

As we look to the future, emerging technologies like VR and AR and evolving content strategies focused on inclusivity and representation will play crucial roles in shaping kids’ media consumption. These trends offer content creators, educators, and marketers exciting opportunities to engage young audiences in meaningful and innovative ways. Understanding and leveraging these future directions will be key to staying relevant in the ever-evolving landscape of children’s media.

This understanding can drive more effective advertising strategies for marketers that align with the preferences and behaviours of young consumers. By recognising children’s significant influence on family purchases, marketers can tailor their campaigns to appeal to kids and their parents, leveraging co-viewing experiences and digital engagement to boost brand loyalty.

As an international market research agency that reaches hard-to-reach audiences, we are uniquely positioned to help uncover deep consumer insights and drive strategic decisions. To stay ahead of the curve, we encourage further research into the evolving preferences of younger audiences. You can effectively engage with this dynamic and influential demographic by continuously adapting strategies and exploring new trends.

Let us help you navigate the complexities of kids’ media consumption and unlock new opportunities for growth and connection. Contact us today to learn more about how our expertise can support your efforts in understanding and reaching young consumers in meaningful and impactful ways.