To say that Kids’ media is complex is an understatement. For media owners, fifteen years ago their kids’ brands would be competing for eyeballs against magazines, DVDs, games consoles and other kids’ brands.
Had anyone had a crystal ball they would have foreseen the competition would be free video platforms (YouTube), social (Facebook, Snapchat and Instagram) and digital players with huge content budgets (Netflix and Amazon).
Smartphone and then tablet brought two new screens into households; forever changing the way media is consumed, not only in terms of convenience but also engagement.
Dubit’s research has been focussed on how, where and why kids consume the content they do. In this report we will compare the content and brands kids are currently consuming in contrast to 3 years ago and most importantly what these behaviours mean for the way:
- Content creators develop and extend their narrative across platforms
- Distributors find and retain audiences
- Schedulers and programmers signpost their brands to own ‘moments’ in their audiences lives, and
- Marketers build reach and actually create intent, when so much is free
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