CONTENT OVERLOAD

Clearly apparent over the past several years, the act of consuming content can no longer be confined to traditional television. Kids prioritise digital platforms and are overloaded with viewing choices accessible through a variety of devices and platforms.

The wide array of content available on various devices and platforms has created numerous chances for viewing. Children can easily access specific content that aligns with their interests precisely when they want to engage with it.

YouTube, SVOD platforms, and TikTok, particularly for older kids, lead as the dominate ways kids consume content. Feedback from kids reflects that their preferred content is found on YouTube, establishing it as their preferred platform of choice.

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SVOD

YouTube

Live TV

TikTok

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SVOD

Gaming

Toys

Pranks

TV related content

Paw Patrol

Spongebob Squarepants

Mr Bean

Peppa Pig

Pranks

Dance

Hacks

Music

YouTube

VOD

TikTok

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Streaming Video-On-Demand (SVOD) services like Netflix and Disney+ stand out as the preferred method for children to consume television content, constituting twice as many viewing instances as live TV. Through specialized kids' accounts, these platforms provide a secure and monitored environment for children to enjoy their chosen content.

Children prioritise content over the platform, finding something enjoyable on each platform they use. YouTube serves as a realm of entertainment and exploration, offering kids the opportunity to interact with content that aligns with their hobbies, interests, and sense of humour. Gaming, toys, pranks and TV related content are popular choices to engage with on the platform.

On other hand, SVOD is where they go to access their favourite TV shows. Meanwhile, TikTok ensures swift doses of humour and amusement, presenting a quick and engaging source of entertainment.

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For brands seeking to connect with and captivate children, it's crucial to understand the platforms and methods through which kids are indulging in the content that appeals to them. The complex myriad of viewing opportunities underscores the heightened significance of comprehending the most effective ways to engage with them.

At Giraffe we have un-covered the detail, layered within these complexities, to learn more about this at a granular level please get in touch.