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The Battle for Alpha Eyeballs

The Battle for Alpha Eyeballs

Havas Global Comms

Havas Global Comms

October 24, 2017

With half-term upon us, the rise of on-demand streaming services for children is the new front-line battle in on-demand content.

Campaign

Katie Durling
Director of production, Havas Sports & Entertainment

As any parent to young children will testify, kids watch TV in a completely different way to adults. Not only are they quite happy to binge-watch 40 episodes straight of Teen Titans Go! season four, they’ll also happily sit, glued to Tangled for the umpteen time, as if it were the film’s premiere.

These repetitive viewing habits make kids the ideal audience for on-demand streaming services such as Netflix and Amazon Prime.

Add to this, the fact that the Alpha generation alone, (children of millennials born after 2011), hold a significant amount of purchasing influence over their parents who are now in their prime spending years, and it’s easy to see why children’s programming, form the new front-line in the battle for subscription-based TV audiences.

In the summer of 2015, HBO signed a five-year deal with Sesame Street, adding one of the most respected and well loved American brands into its children’s subscription-only stable.

In January 2016, Netflix then announced it would spend a large chunk of its $5bn (£3.8bn) programming budget on content aimed at children. At the time, it had 15 original programmes targeting children. This had risen to 35 by January this year.

 

Read the full article

Campaign

Katie Durling
Director of production, Havas Sports & Entertainment

As any parent to young children will testify, kids watch TV in a completely different way to adults. Not only are they quite happy to binge-watch 40 episodes straight of Teen Titans Go! season four, they’ll also happily sit, glued to Tangled for the umpteen time, as if it were the film’s premiere.

These repetitive viewing habits make kids the ideal audience for on-demand streaming services such as Netflix and Amazon Prime.

Add to this, the fact that the Alpha generation alone, (children of millennials born after 2011), hold a significant amount of purchasing influence over their parents who are now in their prime spending years, and it’s easy to see why children’s programming, form the new front-line in the battle for subscription-based TV audiences.

In the summer of 2015, HBO signed a five-year deal with Sesame Street, adding one of the most respected and well loved American brands into its children’s subscription-only stable.

In January 2016, Netflix then announced it would spend a large chunk of its $5bn (£3.8bn) programming budget on content aimed at children. At the time, it had 15 original programmes targeting children. This had risen to 35 by January this year.

 

Read the full article

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