The Insights Family surveys more than 469,040 kids aged 3-18 and 228,800 different parents a year across 22 countries on six continents. Launched exclusively at the Las Vegas Licensing Expo, the Mapping The World Of Content report is the most recent release from the global leaders in kids, parents and family market intelligence.
From broadcast television and video gaming to the metaverse and web3, the company’s Industry Knowledge team shares the latest insights on all elements of kids’ content in 2022 and beyond. The report also explores the most popular IPs in today’s world, where they are originating from, and how they are changing.
The top five key trends identified in the report are crucial for all content and licensing brands to be aware of to engage the family audience and stay ahead of the curve.
Kids dictate the market winner
Brands must keep on track with shifting preferences. US kids aged 6-9 are +22% more likely to name Disney+ as their favourite platform over Netflix. The reason given is that the platform provides access to their favourite shows (+28%). Catering to kid and family demand is the only way to ensure long-lasting brand affinity.
Gaming: The new family pastime
The content families consume together is changing. Millennial parents globally are +31% more likely to play video games as a family hobby compared to Gen X. The younger generation is also -10% less likely to watch TV with their kids. Will gaming rise to replace more traditional family pastimes such as watching TV or taking trips?
On-screen content driving toy purchases
Kids naturally gravitate towards their favourite IPs when making purchase decisions. Amongst 3-5s globally, PAW Patrol toys are the third most popular type. In the US, PAW Patrol fans are +41% more likely to purchase toys concerning their favourite TV shows than the average kid. Aligning licensing strategies across several brand touchpoints builds organic and loyal brand advocacy.
Content as career
As new media and technologies provide opportunities for younger generations, career aspirations change. Becoming a YouTuber is the fourth most popular career aspiration. It is also the number one career aspiration amongst tweens in the UK, Poland, Brazil, Canada and South Korea. Recognising the commercial value and educational potential in content will be increasingly essential for brands moving forwards; particularly with promotion, influencer marketing and sponsorships.
Make content work for you
The fragmented nature of the content industry means that there is no ‘one size fits all’ approach. There are plenty of different long-form and short-form touchpoints that engage kids and parents. 55% of teenagers across all The Insight Family’s surveyed markets use Instagram and the number of parents globally who report using TikTok daily has increased by +12% year-on-year. Simultaneously, the number of tweens who listen to podcasts has increased over a variety of categories since 2020, including TV and film (+47%), news and politics (+44%) and technology (+42%). It is essential to find the correct balance between these mediums and understand how content works best for your brand.
Commenting is Matt Smith, Head of Industry Knowledge team.
“Licensed toy purchases have increased overall in our data, as kids look to engage with their favourite digital IP in the offline space, now more than ever. While licensed TV toys remain the most popular IP category amongst kids aged 3-9 (43%), the highest growth areas are in fact toys related to video games (+25%) and YouTubers (+14%). As kids are engaging more with online content, the variety of IPs that resonate with them is growing.”
Raj Sundavadra, Lead Researcher in Industry Knowledge, adds; “Understanding the wealth of upcoming opportunities, challenges and the current lay of the content landscape is the key to building solid brand identity and consumer loyalty that counts.”
To download your free copy of the Mapping The World Of Content report, please click here.
