“THE STREAMING GENERATION: Shaping the Future of Family Advertising” examines viewing habits and preferences of the first fully digital cohort of kids
London, UK – 15 July 2021 – WildBrain Spark, the premium kids and family AVOD network and digital studio, has published new research in partnership with Ipsos MORI that explores the influence of Generation Alpha – the first fully digital cohort of kids – and how their viewing habits and preferences impact purchasing decisions in US households. “THE STREAMING GENERATION: Shaping the Future of Family Advertising” report explores key family and kids’ viewing trends, looking closely at everything from what they watch and when, to how and why they do so, and how it shapes brand preferences and purchasing decisions. Gen As are the first generation to be born entirely in the 21st century with their birth years commonly recognized as between 2010 and 2025, with estimations that they could become two billion-strong worldwide in that time.
The research highlights how kids and families are going ‘back to the future’ by continuing to co-view long-form content on large-screen TVs, but increasingly switching to streamed content from SVOD and AVOD platforms. The results also highlight the growing importance of AVOD platforms for brands and IP owners looking to reach kids and families, and how Generation Alpha – and their parents – are navigating the practically unlimited amount of content available to them on demand.