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Dubit -
Viewing TrendsWhat do kids want?
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1. Top Content Themes Amongst 2-15s
2. Across the “Mediaverse”Top brands in US, UK, Turkey & Brazil
3. Video Consumption: Devices, Divides and VOD
4. Challenges & Recommendations
Four Sections
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Dubit Trends is a quarterly survey of 1000 families each in the US, UK and one other country.
It provides in-depth insights into the media and entertainment consumption of children and young teens.
Every wave
Q1 2015 Q2 2015 Q3 2015
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1. Content themes
4
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Top themes
10.59.8
9.38.7 8.6 8.6 8.6 8.3
7.6 7.5 7.3 7.26.6 6.5
5.1
B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US)Mean score (out of 15)
Com
edy
/ SitC
om
Mus
ic Pe
rform
ance
Real
ity T
VGa
me
Show
Scie
nce/
Natu
re/W
ildlif
e
Actio
n/Ad
vent
ure
Horro
rLif
esty
leHi
stor
y/Pe
riod
Spor
tCr
ime/
Mys
tery
Sci-F
i/Fan
tasy
Talk
/Inte
rvie
wCu
rrent
Affa
irs
Soap
s
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Two to Watch: Sci-Fi / Fantasy & Horror
10.59.8
9.38.7 8.6 8.6 8.6 8.3
7.6 7.5 7.3 7.26.6 6.5
5.1
B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US) Mean score (out of 15)
Sci-F
i/Fan
tasy
Horro
r
• Q1 to Q2 rise• Increasing popularity 2-15• In the news
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Predictive & Reactive Trends: Sci-Fi/Fantasy & Horror
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Foundation in truth or realityBut not too “everyday”
- Elements beyond the possible- Boys: action, adventure,
adrenaline- Girls: aspirational fantasy
Innocent transgressive boundary-crossing
Strong emotions in a controlled, safe environmentScoop “Storytelling,” Sherbert Research, August 2015
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2. Across the “Mediaverse"
9
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The mediaverse: Top 5 kids (2-15s) content per market
To scale (it really is):Size of the planet = %
2 year olds
15 year olds
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The Mediaverse
To scale
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To scale
The Mediaverse
Call of
Duty
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The Mediaverse
To scale
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The Mediaverse
To scale
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The Big ‘Brand’ Bang: Takeaways
Since the start of 2015 the most dominant brand has been Lego in the UK and USA…
…and Candy Crush in Turkey and BrazilThe only local market brand to feature in a top 10 is Pepe in Turkey with 10% stating it
as their favouriteThe most neutral brand in terms of age and
gender so far in 2015 is Angry Birds and Candy Crush, highlighting mobile’s ability
to support neutral brands
In 2015 the most dominant brands have been Lego in the UK/USA…and Candy Crush in Turkey/Brazil
The only local market brand to feature in a top 10 is Pepee in Turkey with 10% stating it as their favourite.
The most neutral brand in terms of age and gender so far in 2015 is Angry Birds and Candy Crush, highlighting mobile’s ability to support neutral brands
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3. Video Consumption: Devices, Divides, and VOD
16
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Broadcast television
SVOD services
Online video
Shows recorded
75% 77%
2-480% 79%
83% 81%
78% 85%
5-7
8-10
11-15Q1 Q2
41% 36%
38% 40%
39% 44%
42% 48%
47% 39%
43% 40%
39% 45%
42% 38%
27% 31%
16% 21%
16% 21%
17% 18%
Total
Q1 Q2 Q1 Q2 Q1 Q2
79% 82%
40% 47% 43% 53%
19% 26%
Live Isn’t Dead: Video on a TV screen
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Wide Stream: Video on a Tablet
Broadcast television SVOD services Online videoShows recorded
14% 16%2-4
14% 16%
18% 18%
9% 17%
5-7
8-10
11-15Q1 Q2
11% 11%
12% 15%
15% 19%
17% 19%
21% 24%
24% 31%
26% 35%
15% 19%
27% 31%
36% 41%
34% 40%
36%49%
Total
Q1 Q2 Q1 Q2 Q1 Q2
14% 17% 14% 16% 24% 30% 33% 41%
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Smaller Stream: Video on a Mobile
Broadcast television SVOD services Online videoShows recorded
2-4
5-7
8-10
11-15Q1 Q2
Total
Q1 Q2 Q1 Q2 Q1 Q2
11% 11%
11% 15%
15% 14%
9% 13%
9% 10%
9% 9%
7% 9%
16% 14%
19% 20%
16% 21%
11% 19%
15% 19%
25% 28%
24% 30%
21% 25%
Q1 Q2 Q1 Q2
25% 32%
11% 14% 10% 11% 15% 20% 24% 29%
Dubit -Trending Wave 2, 2015 (USA)Dubit -
Educational apps Other apps
20
Smart Apps: Games and Social on Mobile
34% 41%
2-4
36% 43%
39% 38%
38% 46%
5-7
8-10
11-15Q1 Q2
28% 28%
33% 25%
36% 26%
50% 41%
22% 26%
17% 20%
16% 14%
10% 11%
16% 24%
16% 17%
13% 15%
12% 18%
Total
Q1 Q2 Q1 Q2 Q1 Q2
Gaming apps Social apps
36% 42%26% 30%
16% 20% 14% 18%
Dubit -Trending Wave 2, 2015 (USA)Dubit - 21
18%
44%
17%
52%
29% 25% 28% 25%13%
25%9%
13%
9%
12%
11%9% 10% 11%
7%
10%28%
13%
10%
13%
14%16% 12% 13%
6%
7%
36% 11%
17%
15%
23% 22% 20% 22%
5%
7%
7%8%
15%
8%
13% 16% 15% 9%
37% 6%
8%6%
10%
8%
8% 9%7%
7%12%
7%
5%
5%
4%
4%
4% 4%4%
4%4%
5%
11%
10%
6%
5%
7% 6%7%
4%3%
5%
4%
3%
5%
4%5% 5%
6%4%
4%
3%
16%
16%
40%
10%14% 12% 15%
14%
6%
20%
5%
5% 4% 5%4% 4% 4%
3%
4% 4%
10%
3% 3% 3%2% 3% 2%
3%
2% 4%
4%
4% 3% 3%3% 3% 3%
3%
3% 3%
5%
11% 6% 3%5% 6% 4%
4%
4% 3%
Watch on a TV show Watch online Watch on DVD As a movie As a video/computer game As an gaming app An app that isn’t a game A bookA magazine A toy A board game Music Live Event Theme Park Attraction
Cross platform: Top 10 properties
B-Q14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base 1000 US)
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4. Challenges & Recommendations
22
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Three big challenges
1. The consolidation conundrum
2. The “spontaneous sixes” - taking control
3. Three on a match - cracking kids’ brand faves
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Consolidation
Expand from Key Platforms
Deliver COD Content on Demand
USP from other OTT
Deep over Broad Voracious Content Consumers
Recommendations
Spontaneous Sixes
Drive Discovery: >60% of kids often or sometimes struggle to find appealing content
De-Scheduling & “Emotional Scheduling”
Cracking Kids’ Top 3
Early Adopters Share 2x the Overall Rate
Don’t Ignore Old School (Parents, F2F & TV)
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Consolidation
Expand from Key Platforms
Deliver COD Content on Demand
USP from other OTT
Deep over Broad Voracious Content Consumers
Recommendations
Spontaneous Sixes
Drive Discovery: >60% of kids often or sometimes struggle to find appealing content
De-Scheduling & “Emotional Scheduling”
Cracking Kids’ Top 3
Early Adopters Share 2x the Overall Rate
Don’t Ignore Old School (Parents, F2F & TV)
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“Emotional Scheduling”
During the week, tablets are used for more traditional purposes, such as creative activities (drawing and painting), reading and to support learning.
At the weekend, tablets are more likely to be used for watching videos on sites like YouTube and playing games…Exploring Play & Creativity in Preschoolers’ Use of Apps (2015)University of Sheffield, Dubit, CBeebies, et. al.
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Consolidation
Expand from Key Platforms
Deliver COD Content on Demand
USP from other OTT
Deep over Broad Voracious Content Consumers
Recommendations
Spontaneous Sixes
Drive Discovery: >60% of kids often or sometimes struggle to find appealing content
De-Scheduling & “Emotional Scheduling”
Cracking Kids’ Top 3
Early Adopters Share 2x the Overall Rate
Don’t Ignore Old School (Parents, F2F & TV)
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Dubit Limited | The Half Roundhouse | Wellington Road | Leeds | LS12 1DR | UK
David KleemanSVP Global Trends
david.kleeman@dubitlimited.comOffice: +1.312.371.4921
Pete RobinsonGlobal Head of Research
peter.robinson@dubitlimited.comOffice: +44.113.394.7920
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