Commentary
Poll: Most Families That Stream Kids' Content Eschew Linear TV
- by Karlene Lukovitz @KLmarketdaily, September 1, 2022
Sixty-two percent of families who stream kids- and family-oriented content recently surveyed report having no access to linear TV, and 90% claim they rarely watch it.
The survey of 300-plus streaming families was commissioned by Future Today, which offers family-oriented advertising video-on-demand platform channels distributed by platforms like Roku, Amazon Fire TV, Apple TV and Comcast Xfinity.
Not surprisingly, the results tend to support the benefits of family AVOD content for advertisers looking to target millennial parents.
They indicate that streaming
families are young, and more diverse than the general population. Among the families polled, 85% of the parents were in the 25-to-44 age range, 78% identify as Hispanic and 36% as Black.
Nearly all (98%) of the families polled said they “love” watching TV, and 81% agreed it’s their favorite form of entertainment.
According to parents’ reports, 60% of kids who see ads — even ads in categories broader than kid-specific products, like travel, restaurants, food and even insurance and automotive — talk about the ads afterwards.
Parents also said that more than half (52%) of kids ask them to buy products they see in ads.
If an ad message resonates with kids, “they are vocal about it to parents, influencing purchases and brand equity,” notes Vikrant Mathur, Future Today’s co-founder.
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Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Thanks for pointing out the way main findings tend to support the bias of those who commission the study. When the results of a survey run counter to expectations, the research almost always winds up in a drawer, if it gets that far. Not surprisingly, audiences love TV. Too bad nobody asked if the parents loved their kids becoming avaricious consumers.
Amazing that they let slip some of the descriptions of their respondents---78% were Hispanic? As for the findings---60% of the kids who see ads--TV commercials?---"talk about them afterwards"----that's a humdinger.
It looks like they reached into the golf bag, pulled out the big driver and hooked the ball it into the adjacent lake and never made it to the green.