A survey of 2,700 parents in the US, Canada and the UK, designed to illuminate how children age 0-12 consume entertainment content and brands, carried out by pure-play children’s content company DHX Media and market intelligence specialist Ipsos has revealed that kids have embraced mobile on-demand viewing, and that tablets are their preferred screen for consuming content…
The survey found that kids have embraced mobile on-demand viewing, and that tablets are their preferred screen for consuming content. In the households surveyed, 72 per cent of children’s daily viewing is from streaming services such as YouTube, Netflix and others. When viewing content, 61 per cent of kids use tablets, with 78 per cent of households having at least one tablet and 29 per cent having a tablet for use by a child only. Tablets were found to be the most popular screen used by children, who used the devices to watch 45 per cent of their streamed content.
In addition, the survey found that 40 per cent of kids use smartphones to consume their content, 90 per cent of households with children under 13 have at least one smartphone, and 14 per cent have a smartphone that is used only by a child. Furthermore, nearly one-quarter of children are using smartphones to watch streamed content.
The survey also found that YouTube is the most popular streaming platform among respondents, followed closely by Netflix. Of the households surveyed, YouTube’s Advertising-supported Video on Demand (AVoD) service garnered 15 per cent of all streaming viewing, with Netflix coming in at 13 per cent.