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In this analysis, Parrot Analytics provides insight into the increasingly digital lives and TV preferences of children around the world. We reveal how children's development is reflected in they ways demand is expressed for kids titles and how this can inform strategy.
In , Game of Thrones , the fantasy drama spanning eight seasons, was the most in-demand series globally, shocking no one. Knowing the power the tentpole series held over audiences around the world, the win was expected to say the least, especially since was the year of the much anticipated series finale.
What some might find surprising, is that somehow a little pig from the UK accumulated over 3x times the subscribers of the behemoth GOT series on YouTube. They also understand why Peppa Pig is the behemoth in the YouTube space. These percentages have likely increased since Advertisers have been monetizing the digital space accordingly, understanding the financial power of the younger age demographic.
Forecasts for in the US project an estimated 1. Like adults, children, perhaps with the supervision of their parents, demand content via a variety of digital avenues: social media i. More than double the demand share for kids content comes from social video as compared to adults. While adults might use spaces like YouTube to engage with clips and trailers of their preferred content, children are more likely to watch full episodes of their favorite shows right on the platform.
Either content is cannibalized or kids content may be more frequently monetized on OTT platforms or linear channels as well as on YouTube as a second or third window. While research and social media demand are less common amongst kids content compared to adults, these differences are not as large. We might assume that adults engage in more research activity and social media conversations about their content than their children would. However, parents and children may be just as likely to rely on research and social media to pick, or stumble upon, preferred content.
Similarly, high research activity might indicate an opportunity to invest in search. Between the ages of 0 and 13, children undergo perhaps the most rapid changes to their brains, minds, and bodies as they are developing. So, how does their development change the ways they express demand? This makes sense since younger children are perhaps most capable of engaging in this relatively passive behavior—one that they can do over and over again to their liking without any help.
For the younger children in the school-aged group, some of this participation might be with the aid of a parent.
Yet, as children develop more physical dexterity and ability to think independently, transitioning into tweens and eventually teenager, they engage in more active forms of expressing interest. But this time it will be about whether to work for the companies that provide full-time jobs or the ones that rely on the newest technology but offer only freelance gigs; and whether to vote for the politicians who stand for the policies they want, or improvise their own workarounds through hacking, piracy and DIY online communities.
The impact of these differences will shape the Internet and the world. Ultimately, how we use the Internet — what we pay attention to, what we ignore — determines the content and experience of the Internet itself see my TEDxVictoria Talk: Reasons to stop apologizing for your online life. Digital heirs know this, and they can play a role in mentoring the rest of their generation to use and shape the Internet.
By challenging the assumption that every child growing up today is a one-size-fits all digital native, we can make sure each of them can find their own way to relate to technology — whether using it to accomplish basic tasks or to create new technologies and worlds. Alexandra Samuel is a tech strategist, researcher, writer and speaker. Doug Chayka. About the author Alexandra Samuel is a tech strategist, researcher, writer and speaker.
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Jan 15, · Install About this app arrow_forward Be a part of the new age recruitment with Cognizant’s digital interview management application offering candidates the convenience of Missing: digital natives. May 4, · Here’s how kids are really using the Internet May 4, / Alexandra Samuel Share This Idea Doug Chayka The different ways in which parents handle their kids’ use of . Cognizant Digital Engineering | Cognizant - Full Stack Engineer Collaborate with the best talent in the industry to implement innovative high-quality digital solutions. Learn more Digital Missing: digital natives.