viewing trends: what do kids want? (mip jr. 2015)

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Viewing TrendsWhat do kids want?

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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

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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

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1. Content themes

4

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Top themes

10.59.8

9.38.7 8.6 8.6 8.6 8.3

7.6 7.5 7.3 7.26.6 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)

Com

edy

/ SitC

om

Mus

ic Pe

rform

ance

Real

ity T

VGa

me

Show

Scie

nce/

Natu

re/W

ildlif

e

Actio

n/Ad

vent

ure

Horro

rLif

esty

leHi

stor

y/Pe

riod

Spor

tCr

ime/

Mys

tery

Sci-F

i/Fan

tasy

Talk

/Inte

rvie

wCu

rrent

Affa

irs

Soap

s

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Two to Watch: Sci-Fi / Fantasy & Horror

10.59.8

9.38.7 8.6 8.6 8.6 8.3

7.6 7.5 7.3 7.26.6 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-F

i/Fan

tasy

Horro

r

• Q1 to Q2 rise• Increasing popularity 2-15• In the news

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Predictive & Reactive Trends: Sci-Fi/Fantasy & Horror

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Foundation in truth or realityBut not too “everyday”

- Elements beyond the possible- Boys: action, adventure,

adrenaline- Girls: aspirational fantasy

Innocent transgressive boundary-crossing

Strong emotions in a controlled, safe environmentScoop “Storytelling,” Sherbert Research, August 2015

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2. Across the “Mediaverse"

9

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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

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The Mediaverse

To scale

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To scale

The Mediaverse

Call of

Duty

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The Mediaverse

To scale

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The Mediaverse

To scale

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The Big ‘Brand’ Bang: Takeaways

Since the start of 2015 the most dominant brand has been Lego in the UK and USA…

…and Candy Crush in Turkey and BrazilThe only local market brand to feature in a top 10 is Pepe in Turkey with 10% stating it

as their favouriteThe 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

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

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3. Video Consumption: Devices, Divides, and VOD

16

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Broadcast television

SVOD services

Online video

Shows recorded

75% 77%

2-480% 79%

83% 81%

78% 85%

5-7

8-10

11-15Q1 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

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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

11-15Q1 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%

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Smaller Stream: Video on a Mobile

Broadcast television SVOD services Online videoShows recorded

2-4

5-7

8-10

11-15Q1 Q2

Total

Q1 Q2 Q1 Q2 Q1 Q2

11% 11%

11% 15%

15% 14%

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%

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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

11-15Q1 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%

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%

14%

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 bookA 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)

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4. Challenges & Recommendations

22

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Three big challenges

1. The consolidation conundrum

2. The “spontaneous sixes” - taking control

3. Three on a match - cracking kids’ brand faves

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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)

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Consolidation



USP from other OTT


Recommendations

Spontaneous Sixes






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“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.

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Consolidation



USP from other OTT


Recommendations

Spontaneous Sixes






viewing trends: what do kids want? (mip jr. 2015)

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