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MIPJunior: Viewing trends
Streaming and the pandemic are changing the way kids watch TV PARIS-based research company Glance, owned by Mediametrie and previously known as Eurodata, has a formidable reputation for the range and quality of its audience measurement and insight, thanks in part to the fact that it aggregates TV ratings for over 7,000 channels in 120 countries. Avril Blondelot, the company’s head of content insight, is presenting the MIPJunior Binge Watching Session: Kids Audience Successes Across The Globe at this year’s MIPJunior. Blondelot has identified several important emerging trends that have implications for the global children’s TV audience, from pre-schoolers through to preteens, as well as networks and producers. “There’s significant change in the way that powerful programme brands are being handled, which will have major implications for all IP owners,” she told the MIPJunior Preview. “And this comes in the form of pre-school versions of shows whose core audience typically skews older and even into the adult audience. For
example, a pre-school version of Oggy And The Cockroaches called Oggy Oggy, sees the central character freed from the tyranny of the cockroaches and taking on more fun-filled exploratory role that works for pre-schoolers. Of course it’s different, but the underlying spirit is the same.” The same goes for gaming and programming mega-brand Pokemon. The show’s spin-off for pre-schoolers has been a part of Japanese kindergarten culture for years, but now a version aimed at the international audience, which includes nursery-rhyme singalongs and is accompanied by a wide range of educational material, is also in production. “It seems to be a no-brainer to cre-
ate versions of these huge brands for younger kids, but it isn’t that straightforward,” Blondelot said. “You have to be aware that you can seriously damage your core audience if they feel that the series and the characters they love have been compromised by a preschool version.” Blondelot also points to a trend that undeniably has its genesis in the last 18 months of lockdown, with families having to learn how to live together better and find new ways to co-exist in proximity over extended periods: “Co-viewing and shared screen time are most definitely something that all broadcasters should be aware of. And in terms of new programming they offer major opportuni-
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You can damage your core audience if they feel the characters they love have been compromised’
Glance head of content insight, Avril Blondelot
MIPJUNIOR PREVIEW • 13 • October 2021
ties for producers and broadcasters; general family entertainment is a growing trend that we feel is significant.” Another area to be aware of is shows made by kids for kids such as Lego Masters and Marble Mania, alongside shows that first appeared on digital platforms. “As the gap between TV and digital narrows, we are going to be seeing more and more shows that are derived from programme concepts or feature presenters who built their initial following on YouTube, TikTok or Instagram and who then make the transition to network TV. It’s a natural conduit for proven talent to be adopted by broadcast TV, and it’s only going to get bigger.”
• MIPJunior Binge Watching Session: Kids Audience Successes Across The Globe. In the Esterel, Monday, October 11, 09.30-10.00. Available on catch-up at Digital MIPCOM until November 30