Woodgate Opens Doors to the 'Middle Kingdom'

Adam Woodgate

What kind of world do kids in the 'Middle Kingdom' - six-to-ten-year-olds - live in?

One in which media is present in every part of life and TVs are ubiquitous. But, said Adam Woodgate of kids research agency Dubit, "for today's kids, the rite of passage isn't getting a TV, it's getting their first smartphone."

He added, however, that linear viewing still predominates - though its timeshare is declining, and YouTube content is crossing over to the TV screen.

In many European markets linear TV viewing was strongest in the morning, where it can help set a schedule and time-crunched kids don't have time to choose content.

Six-to-ten-year-olds are more likely to balance their animation intake with live action than pre-schoolers, and the number of generalist - not specifically made for kids .- shows they watch is extensive.

"They're getting more adventurous and migrating to content that makes them feel grown-up, but not too edgy." Woodgate said. He added that there was an opportunity for programmers to adapt generalist shows in popular areas such as wildlife for the younger brains, or to make kids versions of popular formats.

*Note, this first appeared in MIPCOM News, 14/10/19.

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