“Making Screen Time Family Time” highlights the growth of family co-viewing and the importance of AVOD on connected TVs.
WildBrain Spark, the premium kids’ and family AVOD network and studio, and nScreenMedia, an independent digital TV analyst company that offers research, commentary and analysis on the world of OTT delivery, have unveiled a report on family co-viewing trends and kids’ influence on video streaming in the home. Commissioned by WildBrain Spark, “Making Screen Time Family Time” covers timely and topical trends across co-viewing, device usage, attitudes to video sources and ad-supported content.
The headline data reveals that family co-viewing is a trend here to stay. Three-quarters (75%) of the 3,000 parents surveyed say they watch video content with their children several times a week or more, and the activity cuts across gender, children’s ages, household income levels, and marital status. Co-viewing is a valuable shared activity, and something parents and children make time for throughout their busy day. Supporting data from WildBrain Spark points to longer viewing sessions on YouTube and the YouTube Kids app coming via connected TVs, compared to mobile, tablet and computers.
The data also showed the increasing popularity of ad-supported video-on-demand (AVOD) and the importance of connected TVs for delivering it. Over 90% of parents stated that AVOD is an important source of entertainment for their children, and 62% stated that connected TVs were the preferred device for co-viewing.
Jon Gisby, EVP and Managing Director at WildBrain Spark, said: “These independent findings support our own data that AVOD platforms, in particular YouTube and YouTube Kids, are increasingly the go-to destination for families looking for premium long-form children’s content. Furthermore, the increasing penetration of connected TVs in the home, coupled with new family habits during the pandemic, is accelerating this trend. Parents and kids are going ‘back to the future’ by watching premium long-form kids’ shows that are streamed to their connected TVs from ad-funded platforms.”