By: Maxine Fox
We are undeniably in a moment of rapid societal change—and kids and family viewing is no exception. Prior to COVID-19, we had been moving towards a digital future, with kids watching more and more content on digital rather than linear platforms. The pandemic accelerated this trend, and now we are at the tipping point. But what does this digitalization of viewing actually mean for how brands, broadcasters and content creators distribute content and market to kids?
Europe is on its own trajectory
Our recent “Critical Media Point” study showed that across nine European markets, 56% of kids say they watch content digitally on a regular basis, just 4% less than those who regularly watch content on linear TV. Even in more traditionally linear-dominated markets—such as Poland, Italy and Belgium—the gap between linear and digital viewing is narrowing. It looks like we are fast approaching an era of digital dominance across Europe.