TOTAL LICENSING UK
As we all know, children are growing up in a constantly changing world.The only way to truly understand their needs is to open a line of communication with children themselves, which is exactly what is done at Kids Insights. They are the most comprehensive and dynamic market intelligence resource on all things kids, tweens and teens in the UK.They survey 400 kids aged four to 18 every single week, which is more than 20,000 every year.
How aware are you of the postChristmas the billion pound market? Our latest data shows children between the age of 4 and 12 in the UK were expecting an average of over £70 each in cash for Christmas this year. This would equate to £483m of cash being gifted to children, representing a significant opportunity for brands and retailers post-Christmas. With this in mind, have you planned your marketing campaigns and media spend, and if so how confident are you
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that your campaign is going to reach its target? We have seen over the last 12 months how children’s time spent has become increasingly fragmented, with TV representing a shrinking proportion of how kids spend their time. Our latest data shows the number of youngest kids, aged 4-6, who are more likely to watch normal (linear) TV over streaming sites such as YouTube and Netflix has fallen by 40% since the equivalent period last year. Apps, video gaming, video-on-demand and OTT platforms, social media and YouTube are all now taking up a larger share. One exciting element of our portal is how it enables our clients to get behind the data. For example, you can not only find out how many children favour a particular TV channel or social media platform, but you can obtain the data to build a profile of their audience. One example of a growing platform we have been tracking is the streaming
website, Twitch, which focusses largely on live video game streaming and esports broadcasting. Whilst teenagers are still the core market for Twitch, it’s increasing in popularity with children of all ages, including doubling in popularity with 7-9s between the last two quarters. The platform is also important as a starting place for some of the biggest trends happening in the kid’s space, with most notably Fortnite first establishing itself on the video platform. Our data also shows Twitch is more than twice as popular with boys than girls, but using our portal we can drill-down to find additional insights into the service, aside from demographic information. Cross-referencing Twitch users with the levels of technology, we can see how this differs significantly from the average. For instance, 76% of children who watch Twitch have a mobile phone, compared to an average of 56% for non-twitch viewers. 56% of Twitch users have a laptop (compared to 36%