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DHX Media, Ipsos Unveil Results From Global Entertainment Content Survey

DHXMedia_IpsosDHX Media and Ipsos announced the results from a survey of 2,700 parents in the U.S., Canada and the UK, that shows how kids ages 0-12 consume entertainment content and brands.

According to the survey, 72% of children’s daily viewing is from streaming services such as YouTube, Netflix and others. When viewing content, 61% of kids use tablets, with 78% of households having at least one tablet and 29% 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% of their streamed content.

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

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% of all streaming viewing, with Netflix coming in at 13%. When YouTube’s premium Subscription-supported Video on Demand (SVOD) services are included, YouTube garners 24% of all streaming viewing.

The survey also polled parents about their receptivity to a new concept called “One Click Content to Retail,” which leverages video on an AVOD platform to serve ads to viewers which allow them to click through to purchase featured products. The results showed that 80% of parents liked the idea of being able to click through from a video to buy products for their kids and that 49% of parents said they would use One Click Content to Retail if available.

In addition, 85% of parents research what to purchase online at least monthly, 78% buy products online at least monthly, and nearly four out of every 10 purchases made specifically for a child are made online. Two thirds of parents are very likely buy products such as toys, games, and clothing that features kids’ favorite character. Parents surveyed were as comfortable with kids viewing streaming content as with traditional TV, and nine in 10 parents say YouTube child-appropriate advertising is acceptable.

 

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