This white paper offers a comprehensive study focusing on how, when and why diverse kids audiences find, consume and stick with content. With a particular focus on 2-16 year olds, this report will support the following claims:
– content creators identify nuances in audience preferences
– distributors optimise placement of IP
– marketers adapt plans to appeal and retain engagement
In the modern world there are an infinite amount of ways for audiences to find and consume content, and it is most obvious with young audiences. They are voracious consumers of content across a variety of platforms.
This has engendered a fragmentation of media across diverse audiences. Content is available for children with a plethora of interests and hobbies. It is clear in the measurement of media that content should be both tailored and scaleable.
Tailored – in that it appeals to each audience’s diverse needs. Scaleable – in its ability to develop a commerciality to support ongoing engagement. However, these two objectives can quite often conflict. Sustaining content designed for diverse audiences with repeatable business models is a hard task.
That is often why, when you get it right, the power of the blockbuster is long-lasting:
- TV shows, including Paw Patrol, Peppa Pig and SpongeBob commanding broad global audiences
- LEGO and Barbie retaining relevance with consistent support of play patterns and development
- Minecraft, Roblox, Angry Birds and Fortnite apps sustaining year on year growth
- YouTubers and YouTube networks supporting pop-culture themes in music, gaming and lifestyle
Each of these brands meet the needs of a variety of audiences, and the varied use-cases they enthuse. But these aren’t the only brands young audiences consume.
Dubit Trends conducts a global research study with over 16,000 2-16 year olds and looks at how, why and when audiences consume content. Understanding nuances of audiences provides a competitive advantage in a competitive media industry. This paper identifies how diverse audiences from Brazil, South Africa and the UK:
- Demonstrate genre preferences across age, gender and other demographics
- Love and consume brands
- Consume brands across platforms
- Are motivated by what content and brands offer them
- Use platforms
- Why they pay for content
- Use different platforms to discover content
- Are influenced by marketing and word of mouth
The paper considers quantitative data to provide an overview of audience behaviours. A key finding of this study is how gender correlates less with media preferences than it is perceived to be, with cultural background and age playing a more influential part.
This report will support those looking to:
- Create new content for diverse audiences
- Retain content appeal by staying contemporary
- Identify trends to acquire audiences (platform owners)
- Place content in places audiences consume (distributors)
- Develop campaigns that appeal to motivations across diversities (marketers)
- Develop content across platforms
- Develop monetisation plans (brand owners)
Further research is available on request. This will consider childhood development and deep dives on specific audiences.
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