Transforming Media Habits- Kids vs. "Live"

An interesting piece in the New York Times takes a look at the changing nature of kids' TV viewing habits.  In brief, this generation of youngsters are growing up in an era of instant-access, on-demand, viewing that matches their viewing preferences much more than traditional television ever has. 

   Decades of research have shown that young kids are drawn more to characters than plots, and are comfortable with the familiar.  And anyone with regular exposure to young kids knows that they prefer being read the same story, or watching the same cartoon, time after time after time - well past adults' comfort levels.  In the traditional media era, that mean reading and re-reading favorite books and book series, and watching favorite programs (whether Sesame Street or My Little Pony) that keep recycling characters, scenes, and episodes.  With the rise of home video, this transferred to tapes and DVDs, which also allowed kids more control over when to watch, as well as control over program flow (using fast forward and reverse to focus on favorite scenes).  Disney, which initially sued to stop consumer use of videotapes, eventually found they made a mint from families regularly buying new copies to replace worn out children's videotapes.

When children are enamored of a show (or, more specifically, a character) they want to watch the same episode over and over and learn every detail. Instead of binge viewing as their parents do, they déjà view.

In the new digital entertainment marketplace, technology has expanded the user's ability to control viewing, and it is becoming increasingly driven by "on-demand" rather than traditional live schedules.  Between DVRs, On-Demand access through multichannel providers, and online streaming services, users can control their viewing to meet their needs and preferences.  Broadcast networks are finding that half or more of current prime-time series viewing is done outside of the "live" scheduled broadcast.  And that's with adults, who like original programming.

  For kids, though, traditional "live" TV is a step backwards, a relinquishing of control, a subjugation of their wants and preferences for those of another.  As the Times' lede suggests,

When Eric Nelson’s 6-year-old daughter, Charlotte, and 10-year-old son, Asa, discover that they cannot rewind or fast-forward a TV show, they are perplexed — and their father is, too. It is hard to explain the limitations of live television to children who have grown up in an on-demand world.

Add to that the expansion of personal video devices - bypassing the historical squabbling among kids over what to watch on the family TV, and you have the basis of a major transformation in viewing habits - where young viewers can finally fulfill their viewing preferences instead of settling for what others choose to make available.

These changes are showing up in the TV's industry numbers, although not so much in the regular TV ratings numbers (although it could account for Nickelodeon's recent fall in traditional ratings numbers.  A recent study by Common Sense Media found that kids' TV viewing on mobile devices has tripled since 2011 while viewing on traditional TV sets is falling.  Amazon reports that 65% of the most-replayed content on its streaming service is children's programming.  Amazon's created a special subscription streaming service for 3-8 year olds, and says that more than half of its viewing is from kids watching shows a second, third (or more) time.  Netflix is finding that most re-viewing for preschoolers is tied to learning, while older kids focus on the humor in specific episodes.  That's shown up in their programming strategy - they know they don't need all episodes of a kids program (unlike for most adult series) - just enough of the favorites to satisfy kids' interests.  (And Hulu+ insistence on ads is hindering their ability to attract kids' viewing, and their parent's willingness to subscribe).  Furthermore, traditional kids' channels like Disney, Nickelodeon are pushing access to network streams and program archives through smartphone and tablet apps, and even making new shows available online before their network premiere.
  And while the kids' share of audience and advertising may be small, they've got a strong, almost insatiable, demand for content. 

“Popular children’s programs can be a really big driver of use,” and can keep parents paying for the services, said David Tice, a GFK media analyst.

As a result, streaming services like Netflix and Amazon are working on creating their own original children's programming.  Netflix has contracted with DreamWorks for 300 hours of original children's animations, and Amazon has three new children's series scheduled for next year.

It will be interesting to see how much kids' preference for controlling access and timing of their TV viewing will carry through their adult years.  While content preferences will change as cognitive skills improve and interests shift, I think most will find giving up the control over viewing difficult - at least for most entertainment programs, movies, and short video content.  The value of live for some things (sports, etc.) may continue to overcome the loss in value resulting from the passive nature of "live" viewing - but when competition provides options and opportunity to personalize and control the media experience, it will be increasingly difficult to return to old couch potato habits.

Source -  Same Time, Same Channel? TV Woos Kids Who Can't Wait,  New York Times

Hulu Kids - It's Ad-Free

Hulu has launched a special ad-free Kids Section on its website and its PS3 app.  The site may be ad-free, but it isn't free - all of the 43 currently available shows are only accessible by Hulu Plus subscribers.  Including Spongebob Squarepants.

Source  - Hulu Debuts Ad-Free Kids Section,  OnlineMediaDaily

A Look at Kids' TV & Set-Top Box use.

A collaborative group that's looking into how to better measure TV viewing (or use) in a multi-device, connected, environment, took a small detour to look at what's happening in the world of Kids & TV.  Pooling data from three different ratings sources over a 13 month period, they looked at several viewing metrics, and a variety of times of day.  While there was some incompatability with the three sources, they were close enough to allow some general conclusions.

1. Viewing by kids is either shrinking or growing. In terms of ratings, kids' viewing declined slightly in the M-F daytime and Weekend afternoon dayparts, and more or less stable in Weekend mornings.  Rentrak "impressions" showed slight gains in M-F daytime and Weekend mornings, and a smaller gain in Weekend afternoons.  Their conclusion was that there was a slight overall shrinkage in the "children's network ecosystem."
2. Nickelodeon's share of the Kids market is shrinking, slightly.  The shift in viewing doesn't seem to be going to any one specific alternative channel.
3. There was some concern that the lower numbers from Neilsen may be a result of changing sample demographics, rather than a reflection of general audience behaviors.

Mitch Oscar, who chaired the group, stole a riff from The Who in his conclusion:

“We are glad that the kids are all right. Even though they have many opportunities for alternative media usage, linear TV remains strong. And depending on whose currency you use, Nielsen is only down slightly and Rentrak shows growth. More to follow."

Source -  Collaborative Think Tank Looks At Kids' STB Data,  TV Board

Post contributed by Nick Spooner -


It is no secret that advertisers have often sought out children to be their market demographic. Children are so valuable because they are easily influenced and provide a loyal following for their whole life.
  A recent Wall Street Journal article mentioned the fact that Nickelodeon has been struggling recently with viewership. But this has started to change. Viewership has increased 1.7% since last year. So Nickelodeon would think that advertising for their shows would increase with their ratings.
  This has not been the case. Reported Nielsen ratings have been falling, and its unclear whether audiences are remaining with long-time running shows like SpongeBob SquarePants or moving to newer shows like Kung Fu Panda. Also, Nielsen's ratings have seen a change in children's viewership. Kids are less likely to watch TV during the day now and are also watching more nonkids networks.  {On the other hand, there have been reports of serious problems with the last few sets of Nielsen ratings - BJB).
  Nickelodeon has begun to change because their viewership has dropped 19% from a year earlier. They plan on releasing over 500 new episodes next year in hopes that kids between the age of 2 to 11 will come back. More "reality-based" channels like upstart network, The Hub, which is owned by Hasbro and Discovery have seen a 50% increase in viewership. This people wonder whether kids have started to change from the Saturday morning cartoons to the Saturday morning History Channel program. This might lead kids to become smarter but evidence of that has not been proven yet.
  Where the ratings are high, the money follows. This provides a challenge for these kid friendly networks on how they plan on keeping their loyal fan base.

Source -  TV Draws More Pre-Teens, WSJ.com

Comment - Don't worry too much about Nickelodeon,  A recent Kagan report found that Nickelodeon had the highest cash flow margin of any leading cable network (near 65%) - BJB

Facebook challenged on profiling preteens

Post submitted by Molly McCurdy (edited and elaboration by BJB) -

  Facebook is a convenient way to stay in touch with friends and has become a pivotal advertising tool for companies; but what you may not know is that all of your personal information is packaged up into a profile, which is then marketed to advertisers.   When Facebook was initially created in 2004 as a social networking site for college students, the user had to have a college email address to register and open a page. In 2006, Facebook allowed anyone with an email address to register, although its terms stated that users must be 13 or older.  Now, seven years later, the website has transformed into an advertising powerhouse with users of all ages participating. But in a generation where cyber bullying and online predators are a serious problem, where is the age limit for Facebook users?

   The 1998 Children’s Online Privacy Protection Act prohibited any website from collecting personal information from a child under the age of 13 without parental consent - thus Facebook's choice of 13 as its lower age limit.  However, it's a soft limit, and can be bypassed.  Also, there is no prohibition against parents registering their kids on Facebook.  A Consumer Reports study last May estimated that more than 7.5 million U.S. Facebook users were under the age of 13; and 5 million were under 10. Moreover, their study found that most of their use was unsupervised by parents. Other studies indicate that about three-quarters of parents report occasionally monitoring their kids' social media accounts - but 80% of kids report using privacy settings to block at least some content from parents' view.. In any case, it's pretty clear that parents aren't always supervising and monitoring their kids' use of Facebook (or other social media sites).  Critics aren't only concerned with privacy and data collection - there are also charges that Facebook provides no increased security precautions for minors, and dioes not block advertising to kids..
   Within weeks of Consumer Reports releasing their article, Facebook founder Mark Zuckerberg announced that they would challenge the COPPA law. A New York Times Magazine piece speculated that it is not certain why they want children’s membership so badly but brand loyalty does come into play - “The younger the child, the greater the opportunity to build brand loyalty that might transcend the next social-media trend. And crucially, signing up kids early can accustom them to “sharing” with the big audiences that are at their small fingertips.”
   Facebook provides a "free service", but like many media, operating costs are offset by advertising and marketing revenues.  When you create an account on Facebook you are providing personal information about yourself that goes into a “personal profile” if you will. You enter your; age, hometown, activities, “likes”, your friends, where you vacation etc. This enables the ads to be highly targeted, including targeting kids.  The more connected you are with the site, the more “likes” you post, the more personalized your ads will be on the side of the page. Some find the targeted marketing helpful, and appreciate the advertisements. For others, the concept of Facebook marketing you for profit is simply outrageous. But kids are considered special, and there is greater concern about the influence of advertising and marketing directed towards young people.  It doesn't help when a Facebook's sales chief notes that friend referrals are a potent form of online advertising, giving Facebook even greater incentives to track kids' online behavior.  Lisa Wirthman, in a Denver Post Op-ed, stated that “Parents need to pull back the curtain and understand that Facebook has no motivation to make its site safer for minors when restricting data collection from kids directly contradicts its business model.”
   Whether Facebook is directly violating COPPA is open to debate - Facebook correctly states that to get an account, you must either state you are 13 or older, or have a parent register you.  If you lie about either, Facebook can close the account, and they do, when they are notified of the situation.  Critics argue that this kind of reactive enforcement isn't enough, and that the law should be interpreted as requiring parental permission to be collected for each separate Facebook session.  They also suggest that Facebook should actively screen questionable accounts, or at least make privacy settings for kids default to the "no marketing of info" setting.
    Whatever interpretation wins in court, Facebook faces a PR issue with how they handle kids, and their personal information and behaviors, in the system.

Sources - That Facebook friend might be 10 years old, and other troubling news,  Consumer Reports
Facebook and Your Teenager,  Denver Post
Why Facebook Is After Your Kids, NY Times Magazine

iPads for Preschool?

From Jocelyn Blake:

The Los Angeles Times reported that "A school district in Maine is proposing to spend about $200,000 on Apple iPad 2s to get the devices into the hands of about 300 kindergartners." This article caught my eye because as we discuss our Next Big Thing, this proves that companies are producing technology that makes the public feel the need to purchase. I grew up in the poorest zip code in Memphis and I doubt that our schools system would dish out $200, 000 for iPads. In the case of Maine, it is viewed as a necessity for children to learn. Somehow the use of this mind boggling product will improve the reading of 5 year olds. I will agree that children are more likely to retain information when they are stimulated and engaged. However, I'm not sure if this was the best way to go about it. 

Source: LA Times Technology Blog

Comment from Ben Bates
There's a researcher, Sherry Turkle, (now at MIT), who's been studying how young kids can learn to play and use computing since the 1980s.  Part of her findings is that you don't need formal language skills or formal programming skills to use computers - that young kids can use a more visually-based iconic system to use computers for play and other things.  iPads make more sense than laptops in that case.

Radio targets 2-7 age group.

Disney has announced that it's launching a new targeted programming block - Radio Disney Junior, aimed at 2-7 year olds, on Radio Disney stations.  The new Radio Disney Junior will feature music and artists appealing to young kids, plus "fun 'audio theater' with Disney Junior characters."
I know that there's advertisers interested in this age group, but will Disney sell adspace, or is this all promo for Disney branded products?

"Radio Disney Set to Debut Format for Kids 2-7," Radio Ink