DHX Study Highlights Kids’ Content Use

Survey discovers kids prefer mobile on-demand viewing, YouTube and other forms of online content.

DHX Media and Ipsos, a provider of public opinion research, have unveiled the results from their survey that studies how children consume entertainment content and brands.

The results are comprised of responses from 2,700 parents in the U.S., U.K. and Canada.

According to the survey, more children have embraced mobile on-demand viewing. In the households surveyed, 72 percent of children’s daily viewing is on streaming services such as YouTube and Netflix. When viewing content, 61 percent of children use tablets, which were also found to be the most popular screen used by kids.

In addition, 40 percent of kids use smartphones to consume their content, 90 percent of households with children under 13 have at least one smartphone and 14 percent have a smartphone that is used only by a child.

The survey also found that YouTube is the most popular streaming platform, followed closely by Netflix. Of those surveyed, YouTube’s Advertising-supported Video on Demand (AVOD) service received 15 percent of all streaming viewing, with Netflix coming in at 13 percent. However, when YouTube’s Subscription-supported Video on Demand (SVOD) services were included, YouTube garnered 24 percent of all streaming viewing.

Additionally, the study asked parents about their openness to a concept called One Click Content to Retail, which is a new model that leverages video on an AVOD platform and allows viewers to click through to purchase featured products. The results found that 80 percent of parents liked the idea of being able to click through a video to buy products for their kids and 49 percent of those surveyed said they would use it if it were available.

Furthermore, 85 percent of parents said they research what to purchase online at least monthly, 78 percent buy products online at least monthly and nearly 40 percent of purchases made for a child are made online. Two thirds of parents also said they are very likely to buy products such as toys, games and clothing featuring a child’s favorite character.

“As a global leader in the production and distribution of children’s content, it is important to check in with parents to get their views on how families consume content,” says Dana Landry, chief executive officer, DHX Media. “DHX Media’s mission is to create children's content that inspires, entertains and connects the global on-demand generation, and we are encouraged by the results of this survey. The new generation of kids has embraced mobile devices and they love streaming services. Parents are comfortable with kids enjoying content on these new platforms and they are very receptive to the potential for these models to include e-commerce.”

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