76% of Indian parents prefer Youtube for consuming children’s animated content: Akatsuki poll


69% of survey participants agree that they have seen an increase in their children’s animated content consumption habits after covid, according to Akatsuki’s latest survey. As part of Akatsuki’s plans for foray into the children’s animation space in India, the survey titled “What Indian Parents Want From Children’s Animation Content” strives to uncover nuances and content consumption preferences. The survey results reveal the main decision-making factors that influence a parent when it comes to selecting animated content for their children as well as consumption habits.

Interestingly, the survey found that even with the advent of some dominant OTT platforms like Netflix, Amazon Prime, Disney + Hotstar, 26% of parents have chosen TV, making it one of their top three. major platforms to watch. The first platform of choice, however, remains Youtube with a strong preference expressed by 76% of participants, followed by Netflix at 57%. This shows the hybrid models of linear and digital media.

The animation industry claims to have experienced massive growth in recent years. The global pandemic has acted as a catalyst for accelerating the consumption of animated content among children as a primary source of learning and entertainment. The survey also found that the average screen time for animation consumption among children today is four to six hours per week.

Shedding some light on what makes an animated IP click with kids as well as parents, the survey found that ‘entertainment’ was the most important parameter with 64% of respondents choosing it instead. as “What makes their children happy” (45%), educational benefits (35%), moral values ​​(22%), local characters and scenarios (11%).

In terms of consumption habits, television acquires 60% for daily viewing, while smartphones account for 49% and laptops 24% have emerged as the most popular and used devices for daily viewing. Parents chose English as the preferred language for animation content, along with Tamil, Telugu, and Bengali as the top three vernacular preferences. The majority of parents, 37%, also said their children watched animated content unsupervised.

Akatsuki is committed to bringing happy and meaningful animation PIs to the growing and underserved children’s animation space in India, Yuki Kawamura, Head of Business Development and Partnerships, Akatsuki Inc. “We want to co – Thoughtfully create our content roadmap with information from the field and need gaps. This survey is the first step in that direction and the results have strengthened our belief in the potential of untapped demand for children’s animation in India and synergies with our PIs, ”he added.

In this era widely followed by digital media and marketing, the survey shows that 75% of Indian parents still rely on the traditional word-of-mouth approach when it comes to choosing and finding new things. new content ideas for their kids, followed by 28% of parents discovering content through OTT recommendations, 20% through parenting communities and the remaining 10% through traditional media.

Overall, the survey revealed a great appetite for entertainment-oriented English animated content, preferably available on high access platforms like Youtube and TV with a strong fan base.

Read also: 22% of buyers are very environmentally conscious: Kantar study

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