Parents prefer Youtube over OTT platforms for kids content, Akatsuki
Akatsuki Inc., a Japan-based entertainment and technology company looking to expand its kid’s animation footprint in India, recently conducted a survey on ‘What Indian Parents Want From Animated Content For Kids’. The survey received participation from parents across 10 metros of India including Delhi, Gurgaon, Mumbai, Pune, Kanpur, Guwahati, Bangalore, and others. The survey findings uncover the key decision-making factors that influence a parent when it comes to the selection of animation content for their kids along with consumption habits.
The animation industry has seen massive growth in the last few years. The global pandemic has played the role of catalyst accelerating animation content consumption amongst kids as the primary source of learning and entertainment. 69% of parents who participated in the survey also agree, sharing that they have seen an increase in their kids’ animation content consumption habits post-COVID. The survey also found out that the average screen time for animation consumption amongst kids today stands at 4-6 hours weekly.
Interestingly, the survey revealed that even with the advent of some ruling OTT platforms like Netflix, Amazon Prime, Disney + Hotstar, 26% of parents chose Television, making it one of their top three platforms to watch. The leading platform of choice however continues to be Youtube with a strong preference shown by 76% of participants, followed by Netflix at 57%. This shows the hybrid patterns of both linear and digital media.