WildBrain Spark, the premium kids and family AVOD network and digital studio, has published new research in partnership with Ipsos MORI that explores the influence in the home of Generation Alpha – the first fully digital cohort of kids – and how their viewing habits and preferences influence purchasing decisions in US households. “THE STREAMING GENERATION: Shaping the Future of Family Advertising” report explores key family and kids’ viewing trends, looking closely at everything from what they watch and when, to how and why they do so. Gen As are the first generation to be born entirely in the 21st century with their birth years commonly recognized as between 2010 and 2025.
The research highlights how kids and families are going ‘back to the future’, with family co-viewing of long-form content on Smart TVs, while also doubling down on streaming content from SVOD and AVOD platforms. The results also highlight the growing importance of AVOD platforms for brands and IP owners looking to reach kids and families, and how Generation Alpha – and their parents – are navigating the practically unlimited amount of content available to them on demand.
KEY FINDINGS INCLUDE:
- Smart TVs remain the top choice for families when watching children’s shows, films, videos and clips together, with nearly half (46%) of parents doing so.
- AVOD is holding strong when it comes to viewing choices. YouTube and YouTube Kids combined is in second place in the list of the most watched streaming services by children (66%), only just beaten by Netflix (69%).
- The COVID-19 pandemic has given adults more time to watch TV with their children and in general – 81% of US families watch kids’ content together several times a week or more – with 44% doing so daily.
- The ‘together’ trend is set to continue. 84% of parents say the time spent watching with their children is expected to be more, or the same, in the next 12 months.
- Advertising still plays a important role within children’s viewing. Three in five parents (58%) said their children’s viewing preferences have led them to research or buy a product very often, or occasionally, in the six months leading up to June 2021.
OTHER KEY CONTENT FINDINGS INCLUDE:
- Top-five content themes parents would like to see more of are: nature and animal conservation (45%), anti-bullying/cyber-bullying (37%), global cultures (e.g. stories about cultures around the world) (35%), race and cultural diversity (34%), and mental health (33%).
- The nostalgia factor is a clear driver, with nearly two thirds of parent respondants (64%) agreeing they choose content for their children that reminded them of their childhood, while 62% of parents agree they choose “shows that I used to watch as a child”.
- Other things topping the the list of factors which influenced content choices were programmes that “make us laugh”, 83%, and “make us happy”, 82%, with 63% seeking out something to “help me forget about my everyday problems”.
Jon Gisby, EVP and Managing Director at WildBrain Spark, said: “These compelling findings not only show the dominance of streaming amongst kids’ and families particularly on AVOD platforms, but also highlight the ever growing influence of Generation Alpha in the digital home. It’s evident that co-viewing on a big TV screen is a trend that’s here to stay, with families demonstrating a clear leaning towards meaningful, educational and socially-driven content they can experience together. This data provides important insights relevant to brand owners, marketers, and advertisers looking to reach Gen A and their families. Being a positive part of their world through both the shows families watch and the ads they see, is going to be key to any family brand’s success.”
“THE STREAMING GENERATION: Shaping the Future of Family Advertising” can be downloaded here: https://www.wildbrain-spark.com/the-streaming-generation