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//// COMMENTARY BY nicolÁS SMIRNOFF, DIRECTOR Following our kids & teens Content business is evolving fast due to digital & mobile revolution. But Kids & teens content side is evolving faster. I usually search my 8 years old daughter. She is watching contents at all times at her tablet, she looks for older teen series and when she gets in- volved in one, she watches all the episodes. She loves tween love & twist comedies, better with dance, or just comedies for any target. girlfriend; he watches short bloopers, gags, The youngest kids also ‘develop’ new genres. funny stories; or he plays simple videogames, as A Belgium friend told me that his 1 year old Candy Crush. baby, loves watching unusual short contents in First of all, of course, the two boys consume her tablet too: physical toys being opened from strongly games at the Playstation set and the PC their envelope and being built, or toys acting computer. They deal each other to share time in a simple story, moved by hands. The curious around both and if they are permitted, they spend Published by thing is that she doesn’t want to buy the toys, just all day there, 6-7 hours non-stop. FIFA (football) Editorial Prensario SRL watch the stories. the elder, shoot’em up the younger. But more and Lavalle 1569, Of. 405 My 11 years old boy shares his watching time more often recently, they stop playing the boxes C1048 AA K between TV and smartphone. On TV, he likes live to be focused on their cell phones. Buenos Aires, Argentina Phone: (+54-11) 4924-7908 action movies and tween series. On his phone, With my wife we urge them to switch off Fax: (+54-11) 4925-2507 he loves very much videos of youtubers playing everything during dinner, to go shopping or to new videogames while making funny comments. watch TV altogether. They are hard to discon- In the U.S.: My elder son, 14 years old and already deeply nect, but when they are free, they love watch- 12307 SW 133 Court - teen, spends the day with his cell phone. If you ing movies or premium series, as Walking Dead, Suite #1432 Miami, Florida 33186-USA take it from him, he starts shouting. He changes Game of Thrones… nothing soft. Where is kids Phone: (305) 890-1813 whatsapp messages with his friends and early & teen content industry going? Email: [email protected] Website: www.prensario.net Editor: Nicolás Smirnoff Editorial Director: Alejo Smirnoff International Business Director: Fabricio Ferrara International Business Manager: Rodrigo Cantisano Mailed by subscription - One year, air mail: MIP JUNIOR 2016 - SCHEDULE Americas: USD 150 Event (*) Date & Time Rest of the world: 150 Conference: What kids love: a superfast binge session (Eurodata TV) Oct. 15, 10am Producers Toolbox: Licensing Hits, from Brands to TV Series Oct. 15, 11.30am Trends: It’s All About Imagination! (Canadian Media Fund & Telefilm) Oct. 15, 12pm MIPJunior International Pitch (Majid Entertainment – Abu Dhabi Media Co.) Oct. 15, 2.30pm Trends: How devices can help (re)connect parents & kids Oct. 15, 4pm Prensario Keynote: Deirdre Brennan (VP of Content, Corus Kids) Oct. 15, 4.45pm International MIPJunior Premier Screening: Splash & Bubbles (The Jim Henson) Oct. 15, 5.45pm Hot Norwegian TV for Kids Oct. 16, 8.45am ©2013 Editorial Prensario SRL Trends: Meet Gen Z: The future of children’s media Oct. 16, 9.30am Payments to the order of Trends: From Virtuality to Immersive Reality: narrative meets experience Oct. 16, 10.15am Editorial Prensario SRL Trends: On the rise: high-profile teen drama Oct. 16, 11.15am or by credit card. Registro Nacional de Derecho Producers Toolbox: Creating contagious content for streaming platforms Oct. 16, 11.45am de Autor Nº 10878 Producers Toolbox: Japan: Producing in the land of The Rising Sun Oct. 16, 2.15pm Keynote: Catherine Balsam-Schwaber (CCO, Mattel) Oct. 16, 4.30pm 2 PRENSARIO INTERNATIONAL PRENSARIO INTERNATIONAL 4 //// SPECIAL REPORT / TRENDS BY RODRIGO CANTISANO Kids and TV consumption: the young audiences as behavior setters More than ever, kids have a huge impact on every aspect of life in the household, from what to eat to what weekend activities to choose, and entertainment consumption is no exception. Since last years, and with the expansion of online platforms led by YouTube, consumption patterns have been chang- Dis- year olds, to 50%. the core business for major studios like Pay TV VS. SVOD IN THE HOME. ing markedly, and service providers and content creators have been found themselves in a time of At same time, traditional players are ney, Turner, Fox or Viacom, still lies with huge challenges in terms of attracting child audiences. also slightly more likely to have a the linear channel. In some other countries, linear subscription pay TV ser- like UK, homes with younger kids watch vice. Homes with both young and the main broadcast networks (BBC, ITV, According to Ampere Analysis’s Kids’ known according to Ampere as DEVICE landscape IN HOMES WITH yoUNG KIDS. older kids, both with 70%, are also Channel 4) a little less than average and TV and the Future of Entertainment research, ‘baby-sitting electronics’ –those much more likely to have premium homes with older kids watch them more. brought by MIPCOM/MIPTB, ‘homes with devices that allow either a one-on- linear channels than average (65%). Homes with young kids rate the major na- young kids show the most dramatic shifts in one video/content consumption What is necessary to analyze is that, tional broadcasters poorly, however, sug- content behavior of any demographic segment, experience like tablets, games homes with young kids are, with a couple of gesting these channels are not servicing embracing non-linear viewing, SVOD and consoles, smart phones- or the exceptions, far more likely to change pay TV the children’s market as well as they could. multi-device TV consumption’. ‘plonk and play’ devices, where service provider, looking for a landscape with Disney, Sony and Sky channels emerge as The first group, are significantly more child in front, press play options more suitable for the entire group. the most highly rated for young kids while likely to watch TV on a tablet than all (Blu-ray players, OTT This effect is particularly noticeable the older kids rate Fox channels and the ma- Source: Ampere Analysis other types of household, even more so boxes, Smart TVs). USA, where near the 40% of homes jor national broadcasters much better than 18-24 year olds. Homes with young According to the report, with young child changed its pay TV than average. and frequency of kids’ content on YouTube is kids watch considerably less linear TV homes with young kids are provider, according to Ampere. But Source: Ampere Analysis growing. So while short-form still rules, there (40%) than other types of household but significantly more likely to “change” don’t mean “desert”. In SVOD is a growing volume of compilation and longer- homes with older children watch slightly more watch TV on a tablet on a regu- many European markets, like Denmark, While pay TV-operator driven services form video that can engage kids for linear TV than average (55%). By the late teens, lar basis than all other types of household, even France, and the Netherlands, homes that have have the most kids’ content driven by access to traditional-TV programme lengths ment, there is a similar behavior arc: homes with however, there is a sharp swing away from lin- more so than 18-24 year olds. ‘In some Euro- changed pay TV provider and have young kids their suite of channel partners’ programming, or longer. That said, the average young children are relying on o video apps ear with the 18-24 age group watching even less pean markets 90% of young kids have access are less likely to have deserted pay TV than the kids programming makes up a good proportion length of content on the top 50 from the main international service pro- linear TV (30%) than homes with young kids. to a tablet in the home compared to 68% average changer. In Poland, all homes with kids of content in pure-play SVOD services like Net- YouTube channels for young kids viders and YouTube. While those with This shows that traditional pay TV still re- of homes in which there are no young that changed provider went back to pay TV. flix and Amazon too. is eight and a half minutes. older children are either trending back mains highly relevant in homes with young kids children, while in US, the number of Only in Spain and Italy there is a marked ef- A good example of success of kids’ content On average, the number of pieces to average behavior or even using video and only in a small number of markets there’s kids with access to a tablet is estimated fect of pay TV desertion in homes with young at VOD platforms is YouTube and the re- of content produced per channel each month apps less than average. evidence that SVOD may be taking in 85%. And overall, 30% of homes with kids, having Spain between 40 and 42% of de- cently launched YouTube Kids’ app. The among the top 50 YouTube kids’ channels By the late teens, a whole new set of video homes away from pay TV because young kids watch TV on a tablet daily or sertion and Italy over 30%. top fifty kids’ YouTube channels alone is more than 20, up over 25% since 2015 apps has emerged to become important. When of kids. weekly, compared to the typical home without While many broadcasters and independent have nearly 28,000 programmes repre- and four times the rate of just two years placing content for young kids in an app environ- In terms of devices and the way kids where 20% view with this regularity’, it producers are exploring new business like app senting near 4,000 hours worth of chil- ago, making YouTube content, more ment, services like Netflix, Amazon or Google in which content is consumed, explains.