This document discusses content discovery for kids' digital entertainment. It notes that despite abundant content, kids often get frustrated finding something to watch. Four trends are affecting discovery: fragmented content, concentrated devices, "de-scheduling", and lower barriers to creation. The document provides data from surveys of families in the US, UK and other countries on kids' media usage and how they learn about new entertainment options. It discusses how different age groups and those in an "inner circle" of early adopters share new finds with friends using various online and offline methods.

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Driving
Discovery
And
Sharing
Digital Kids Summit – September 2015

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Knock, knock.
Who’s There?
Kids Digital
Entertainment.
Kids Digital
Entertainment Who?
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Exactly.
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Content may be King, but…
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…Discovery is the keys to the Kingdom.
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Water, Water Everywhere
Despite ubiquitous content,
across age groups, kids
often/sometimes get
frustrated trying to find
something to watch
>60%

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4 Trends Affecting Content Discovery
Fragmentation (content)
& Concentration (device)
“De-scheduling”
Rise of social
Lowered barriers
to content creation

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Knowledge is Power
How do content creators / IP owners know what kids want?
How do marketers / media buyers know how to engage an audience?
Dubit Trending:
4x/year survey of 1000 families each in the US, UK and one other country
Every wave
Q1 2015 Q2 2015

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16.1
15.6
12.2
13.4
12.2
12.9
11.0 10.7
9.2 9.49.1 9.2
8.2 7.98.0 8.2
9.1 8.9
8.2 8.2
0
5
10
15
20
Wave 1 Wave 2
Watching television Using a tablet Using a Smartphone Using a Games Console Using a Portable Console
Using PC/Laptop Video from PVR/DVR/TiVo Video from DVD/Blu Ray Listen to radio Child Tablet
Share of time: Hours per week (Total sample)

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10.5
9.8
9.3
8.7 8.6 8.6
8.3
8.6
7.6
7.3
7.5
7.2
6.5 6.6
5.1
10.3
9.7
9.4
8.6 8.6 8.5 8.5 8.4
7.6 7.5
7.1
7.5
6.5 6.4
5.4
W1 2015 W2 2015
Preferred types of entertainment: 2-15
B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US) Mean score (out of 15)

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18%
44%
17%
52%
29% 25% 28% 25%
13%
25%
9%
13%
9%
12%
11%
9%
10% 11%
7%
10%
28%
13%
10%
13%
14%
16% 12% 13%
6%
7%
36%
11%
17%
15%
23%
22% 20% 22%
5%
7%
7%
8%
15%
8%
13% 16%
15%
9%
37%
6%
8%
6%
10%
8%
8% 9%
7%
7%
12%
7%
5%
5%
4%
4%
4% 4%
4%
4%
4%
5%
11%
10%
6%
5%
7% 6%
7%
4%
3%
5%
4%
3%
5%
4%
5% 5%
6%
4%
4%
3%
16%
16%
40%
10%
14% 12% 15%
15%
6%
20%
5%
5% 4% 5%
4%
4% 4%
3%
4%
4%
10%
3% 3% 3%
2% 3% 2%
3%
2% 4%
4%
4% 3% 3%
3% 3% 3%
3%
3% 3%
5%
11%
6% 3%
5% 6% 4%
4%
4% 3%
Theme Park Attraction Live Event Music A board game A toy
A magazine A book An app that isn’t a game As an gaming app As a video/computer game
As a movie Watch on DVD Watch online Watch on a TV show
Cross platform: Top 10 properties
B-Q14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base 1000 US)

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46%
42%
27%
25%
20%
18% 17%
14% 14%
11% 11% 10% 9% 8% 7% 6%
4% 4% 4%
0%
10%
20%
30%
40%
50%
60%
C-Q3. Thinking about how you first hear about a new app or show on television, where are you most likely to hear about it? (Base 1000 US)
Hearing about new entertainment: Total
TV ads Through
friends
Through
parents
Through
online ads
Through
social
media
In app ads Through
siblings
At the
movie
theater
Online
video
platforms
In
magazines
Blogs/
forums
Through
other
adults
Other
websites
Through
mobile
ads
Viral
videos
Through
outdoor
adverts
On the
radio
Traditional media
Word of mouth
Online media
Social
+10%
+2%
+34%
+17%
+32%
+36%
+ 5%
+22%
+27%
-23%
+ 6%
- 5%
+11%
+25%
+15%
+24%
+31%

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Hearing about new entertainment: By Age
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How Often do you Share with Friends?
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Inside Circle:
Early Adopters

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43%
39% 39%
16%
13% 12% 12%
10%
8%
7% 6% 5%
0%
10%
20%
30%
40%
50%
60%
C-Q5. Where or how have you told your friends about entertainment you enjoy? (Base 1000 US)
Platforms for talking about new entertainment:
Through
Facebook
Through
Instagram
Lending to a
friend
Sharing
YouTube
link
Blogs/ forumsOwn blogFace-to-face
outside
school
Traditional media
Word of mouth
Online media
Social
Face-to-face
inside
school
Sending
link to
online
article
Through
other social
media
Through
Twitter
Through
text
message

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Innovators and Early Adopters
Capturing
Innovators
Converting
Early
Adopters
Early to
Mass
LongTerm Sustainability
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Reaching Consumers: Tools and Motivations
Group Motviation Tools in 1995 Tools in 2015
Innovators / Early
adopters
Closed community
Risk takers
Social influence
Specialist magazines
Local influencers
Communities
Feedback forums
Early majority
Open social
See themselves as
innovators
Face to face
Playground
Clubs
Celebrity
Social media
Face to face
Virals
Celebrity (has changed)
Mid-late majority Being part of the crowd
TV
Retail
TV
Retail
Digital
Long-term
sustainability
Fandom
Utility
Relevance
New content
TV
Consumer marketing
New content
Social media
Consumer engagement

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