TRT International Children's Media Conference

THE MORE THINGS CHANGE… DAVID KLEEMAN SVP GLOBAL TRENDS

TRT INTERNATIONAL CHILDREN’S MEDIA CONFERENCE 2019

DUBIT GROUP KIDS, YOUTH AND FAMILY AGENCY • 19 countries • US, UK twice-yearly

• 16,000 kids/parents

• Available by subscription WE FOCUS ON CHANGE, BUT…

I very frequently get the question: what's going to change in the next 10 years?

I almost never get asked what's not going to change in the next 10 years? And I submit to you that second question is actually more important.

Conﬁdential - Dubit NEW CONTEXT, OLD BEHAVIORS WHAT DO YOU SEE HERE

Conﬁdential - Dubit NEW CONTEXT, OLD BEHAVIORS GOTTA CATCH ‘EM ALL…

Conﬁdential - Dubit NEW CONTEXT, OLD BEHAVIORS WHAT DO YOU SEE HERE

Conﬁdential - Dubit NEW CONTEXT,Such OLD a BEHAVIORS bookworm… SUCH A BOOKWORM…

Conﬁdential - Dubit NEW DEVICES, OLD HABITS TURKEY’S KIDS WATCH TV/VIDEO AND PLAY GAMES ON TV, TABLET, PHONES TOP 5 ACTIVITIES ON A (BIG SCREEN) TELEVISION WATCHING LINEAR TV IS THE TOP ACTIVITY ON A TELEVISION FOLLOWED BY YOUTUBE

Watch live/broadcast TV Use a DVR to record and watch shows when it's convenient Watch subscription SVoD services Watch free VoD services Watch video from a service like YouTube

73% 62%

13% 17%

17% 22%

44% 33%

58% 57%

Wave 6 Wave 8

Conﬁdential - Dubit SHARE OF TIME ON TELEVISION - TOTAL STREAMING VIDEO HAS OVERTAKEN LINEAR TV

Wave 6 6h 24m 5h 47m 3h 26m 1h 59m 17h 37m

Wave 8 5h 35m 6h 8m 3h 12m 2h 11m 17h 8m

Linear TV Streaming Recorded

Conﬁdential - Dubit Other (DVD, Games Console, etc) TOP 10 ACTIVITIES ON A TABLET PLAYING GAMES AND WATCHING VIDEO ARE THE TOP ACTIVITIES KIDS USE A TABLET FOR Use apps to play games Watch other video content from a service like YouTube Take photos To browse the internet Use apps for entertainment, e.g. video and games in one app To stream/listen to music Use apps for education or learning For schoolwork/homework Use apps for social interaction For reading Watch live/broadcast TV

57% 51%

57% 49%

41% 37% 38% 35%

38% 35% 34% 30% Taking photos 26% 28% rising 24% 24%

21% 21% 21% 20%

Wave 6 Wave 8

Conﬁdential - Dubit SHARE OF TIME ON A TABLET - TOTAL GAMES AND VIDEO ACCOUNT FOR THE LARGEST SHARE OF TIME ON TABLETS

Wave 6 3h 29m 2h 41m 1h 20m 1h 13m 44m1h 12m 1h 18m 1h 31m 13h 28m

Wave 8 2h 45m 2h 44m 1h 21m 1h 9m 47m 1h 6m 1h 20m 1h 44m 12h 59m

Play games Watch video Learning/development Listen to music Reading Homework/studying Conﬁdential - Dubit Internet browsing Other TOP 10 ACTIVITIES ON A SMARTPHONE YOUTUBE, GAMES, INTERNET BROWSING AND TAKING PHOTOS ARE THE TOP ACTIVITIES Use apps to play games Watch other video content from a service like YouTube Video chat To browse the internet To stream/listen to music Take photos Use apps for entertainment, e.g. video and games in one app Use apps for social interaction Send/receive message Use apps for education or learning Send/receive emails For schoolwork/homework

51% 49%

46% 46%

46% 41% 43% 36%

41% 31% 34% 27% Taking photos 32% 25% rising 30% 22%

28% 22% 26% 19%

Wave 6 Wave 8

Conﬁdential - Dubit SHARE OF TIME ON A SMARTPHONE - TOTAL VIDEO AND “OTHER” (SOCIAL/MESSAGING) COMMAND THE HIGHEST SHARE OF TIME

Wave 6 3h 37m 2h 39m 59m 1h 23m 35m40m 1h 25m 2h 51m 14h 13m

Wave 8 2h 57m 3h 27m 1h 12m 1h 38m 41m 53m 1h 47m 3h 55m 16h 33m

Play games Watch video Learning/development Listen to music Reading Homework/studying Conﬁdential - Dubit Internet browsing Other AVERAGE TIME PER WEEK SPENT USING SCREENS TV, SMARTPHONE TIME INCREASES WITH AGE; TABLET TIME DECLINES IN TEENAGE

1d 1h 46m

22h 19m

19h 49m 18h 56m 18h 32m 18h 26m

17h 17m 16h 25m 15h 50m 16h 6m 15h 53m 15h 54m 15h 11m 15h 24m

14h 13h 38m 12h 53m 11h 46m

10h 38m 9h 36m 8h 58m 9h 9m 7h 59m 7h 3m

Wave 6 Wave 8 Wave 6 Wave 8 Wave 6 Wave 8

Television Tablet Smartphone

2-4 years 5-7 years 8-10 year 11-15 years Conﬁdential - Dubit WHAT ARE THEY WATCHING LOCAL AND YOUTUBE DOMINATE IN TURKEY CHANNELS USED WEEKLY - REACH LOCALLY-ORIGINATING KIDS’ LINEAR CHANNELS OUTPERFORM GLOBAL BRANDS

Wave 6 Wave 8 56% 54%

49%

42% 41% 41% 40% 39% 39% 39% 35% 32%

21% 21% 19% 19% 18% 17% 17% 14% 10% 10%

TRT Minika Minika Cartoon Planet Disney Disney Nickelodeon Disney Boomerang Nick Jr. Cocuk Cocuk GO Network Cocuk Channel Junior XD

Conﬁdential - Dubit CHANNELS USED WEEKLY - REACH YOUTUBE HAS A HIGHER WEEKLY REACH THAN ANY OF THE KIDS’ LINEAR TV CHANNELS

67%

Wave 6 Wave 8 56% 54%

49%

42% 41% 41% 40% 39% 39% 39% 35% 32% 29% 26% 21% 21% 19% 19% 18% 17% 17% 14% 10% 10% 7%

YouTube TRT Minika Minika Cartoon Planet Disney YouTube Netﬂix Disney Nickelodeon Disney Boomerang Nick Jr. Amazon Cocuk Cocuk GO Network Cocuk Channel Kids Junior XD Prime Video

Conﬁdential - Dubit MOST POPULAR ENTERTAINMENT GENRES HUMOUR, ACTION/ADVENTURE AND MUSIC ARE THE MOST POPULAR GENRES

58% Wave 6 Wave 8 54%

45% 43% 39% 38% 38% 37% 38% 38% 34% 32% 32% 31% 31%

25% 23% 19% 19% 18% 18% 17% 15% 14% 15% 15% 13% 12% 13% 12% 12%

Humour/ Action/ Music/ Quiz Science Sci-Fi/ Sport Wildlife/ Real History/ Lifestyle Mystery/ Scary/ Soaps Religion Topical funny adventure singing shows fantasy animals life/ period Thriller creepy reality

Conﬁdential - Dubit MOST POPULAR TV SHOWS - TOTAL LOCALLY-PRODUCED SERIES AIMED AT KIDS AND FAMILIES DOMINATE

1 2 3 4 5 6 7 8 9 10

Wave 6

Wave 8

Conﬁdential - Dubit CONTENT, CONTENT EVERYWHERE FRUSTRATION LEADS BACK TO THE FAMILIAR CONTENT, CONTENT EVERYWHERE… MOST KIDS ARE LOOKING FOR SOMETHING NEW TO PLAY/WATCH NET: Very untrue Fairly untrue Neither true nor untrue Fairly true Very True True

2-4 year olds 2% 4% 14% 40% 40% 80%

5-7 year olds 1%3% 16% 39% 42% 81%

8-10 year olds 2%4% 19% 45% 31% 76%

11-15 year olds 1%5% 23% 42% 30% 72%

Conﬁdential - Dubit CONTENT, CONTENT EVERYWHERE… THE MAJORITY OF KIDS STRUGGLE TO FIND SOMETHING THEY WANT TO WATCH OR PLAY NET: Get Often Sometimes Never frustrated

2-4 year olds 8% 62% 31% 62%

5-7 year olds 4% 58% 38% 66%

8-10 year olds 4% 64% 32% 82%

11-15 year olds 4% 57% 39% 79%

Conﬁdential - Dubit CONTENT, CONTENT EVERYWHERE… TV, FRIENDS AND YOUTUBE ARE KEY TO KIDS HEARING ABOUT NEW CONTENT Ofﬂine 61% Word of mouth 64% Online 62% Social 51%

51% 50% 38% 18% TV adverts Friends Online video YouTuber 41% 40% 39% 26%

12% 31% 32% 28%

Cinema ads Parents Online ads Social media 13% 25% 24% 21%

13% 23% 19% 16%

Billboards Siblings In-app ads Blogs/forums 12% 20% 15% 15%

Wave 6 Wave 8

Conﬁdential - Dubit WITH APOLOGIES TO MASLOW KIDS’ HIERARCHY OF MEDIA CHOICE

Parents approve?

Do I own access to the content?

Have I got a pathway to ﬁnding it?

Turn to a favorite or seek something new?

What ‘job’ do I need the content to fulﬁll?

How much time do I have?

Which device(s) are available?

Conﬁdential - Dubit MOST POPULAR BRANDS ACROSS PLATFORMS - TOTAL ONLY TWO NEW PROPERTIES MAKE THE LIST OF TOP 10 BRANDS

1 2 3 4 5 6 7 8 9 10

Wave 6

Wave 8

Television Online media Social Film Toys Book Print Consumer brand

Conﬁdential - Dubit THE MORE THINGS CHANGE… CONCLUSIONS THE MORE THINGS CHANGE… CONCLUSIONS

• Design for classic behaviors and needs, not trends

• Consider how kids discover their next favorite thing • Do this from earliest creative development • Be easy to understand, describe and share • Keep your classics “fresh”: when kids can’t find something new, they come back to old favorites

• Streamers can never be is “local” (YouTubers can)

Conﬁdential - Dubit David Kleeman SVP Global Trends & Americas [email protected] Mobile: +1.312.371.4921 Twitter: @davidkleeman

Twitter: @dubit