Study: 78% of under-12s are tuning into SVODs
DHX Media and Ipsos surveyed parents in the U.S., Canada and the U.K. to understand kids' viewing habits.
It’s common knowledge that kids and parents are embracing streamed on-demand content more than ever before, but a new study from DHX Media and market research firm Ipsos shows just how ubiquitous SVOD services—and YouTube, in particular—have become among kids under the age of 12.
According to a September 2016 survey of 2,700 parents in the U.S., Canada and the U.K., 72% of kids’ daily viewing is from streaming services such as YouTube and Netflix, and 52% of households use SVODs as a primary source of kids’ content consumption. The majority of children (61%) prefer to view content on their tablets, while 40% are turning to their smartphones to watch.
In terms of household access, 78% subscribe to an SVOD service (still 6% less than the number of consumers subscribing to a traditional TV service). And among the content providers, YouTube reigns supreme.
The video-sharing site is the most-loved brand among kids and the most popular source of streamed content. The parents surveyed reported that YouTube’s advertising-supported video on demand (AVOD) service was used for 15% of all streaming viewing, and when premium subscription-supported video on demand services are included, YouTube accounts for 24% of all streaming viewing. Netflix followed with 13% of all streaming viewing.
A whopping 86% of parents say YouTube offers child-appropriate advertising. Given this, the study predicts YouTube ad revenue to swell to US$20 billion by 2020—up from US$9 billion last year.
The survey also found parents are comfortable with kids’ changing viewing habits, saying they approve of streaming content in the same vein as traditional TV.