Posts for 'Kids'

A new study from Giraffe Insights and Precise.TV of kids aged 2-12 in the U.S. and U.K. has found that ads on YouTube have twice the level of recall compared to any other platform. In Q4 ’21, 73% of the kids in the survey group said they recalled seeing an ad on YouTube, vs. 33% on broadcast TV and 32% on VOD. TV clips, edutainment and gaming were the three specific types of content on YouTube being watched most often.

Beyond recall, ads on YouTube are driving higher purchase levels. The study found that in Q4 ’21, 39% of kids surveyed cited YouTube as the place they saw an ad for the last thing they asked their parents to buy. That was 3x higher than the 12% who cited broadcast TV. No other platform was above 9%.

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I’m pleased to present the 540th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.  

discovery+ is set to launch in the U.S. on January 4th and on this week’s podcast Colin and I share our thoughts on why we’re optimistic about the service, especially in international markets where live sports will be included. We both like the service’s positioning as a complement to major SVOD providers, mainly by focusing on unscripted content.  

Before we get into discovery+, Colin provides some highlights from his new “Making Screen Time Family Time” report which revealed viewing behavior for families with kids under the age of 12. Colin notes the data around co-viewing, especially on weekday mornings.

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A new report from nScreenMedia and WildBrain Spark reveals that YouTube Kids is the most popular streaming video source for kids 12 years old or younger. Surveyed parents responded that 52% of their kids this age watch YouTube Kids, followed by PBS Kids (46%), Disney+ (24%) and YouTube (15%). Streaming services including Netflix, Hulu, Amazon Prime Video and Apple TV+ are all in single digits.

The survey data is included in the new report titled “Making Screen Time Family Time.” Two surveys were fielded, one in late October and one in early November, of U.S. adults who stream video on a weekly basis and have at least one child 12 years old or younger.  The first survey had 2,500 respondents and the second had 500 respondents. nScreenMedia’s chief analyst Colin Dixon is my weekly podcast partner.

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I’m pleased to present the 383rd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

On today’s podcast, Colin and I discuss how Disney’s blundered 2012 content deal with Netflix has now come home to roost. Even though Disney’s content was only activated on Netflix last year, this week Disney announced it won’t renew the Netflix deal and will instead launch its own entertainment-focused SVOD service - but not until it’s able to in 2019.

Colin and I agree that 2019 is a lifetime away given how fast the video world is moving. Importantly, the competitive environment for kids programming is already very crowded and will only intensify over the next 2 years as others’ investments accelerate. While Disney’s content is the gold standard, for many reasons we discuss, the company success in SVOD is far from assured.

Disney painting itself into a corner is a textbook example of the consequences of prioritizing short-term gains over long-term strategic flexibility. Though the original Netflix deal was done in 2012, its ramifications will reverberate for years to come.

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