18-19 Kids Insights LSB 2022.qxp_NEW LSB 2008 GRID 31/07/2021 16:17 Page 18
Inset: Bluey peaked as the favourite TV show with 4-6s in April. Bottom: Bluey now encompasses the top five most requested CBeebies’ episodes on iPlayer.
THE INSIGHTS FAMILY RESEARCH
Strength in linear The Insights Family finds that, while linear TV may be facing fierce competition from streaming services such as Netflix, Amazon Prime and Disney+, traditional TV still holds a prominent role in children’s lives in the UK.
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ith kids’ digital ecosystems becoming increasingly fragmented, linear TV has faced fierce competition from the likes of Netflix, Amazon Prime and Disney+ as more and more kids turn to streaming platforms for their entertainment. However, traditional TV still holds a prominent role in children’s lives. 15% of 3-18 year old kids in the UK have reported watching more linear TV than YouTube, Netflix, or Amazon Prime in the last three months. Although, +26% more have reported this since March 2021, indicative of the growing trend. Kids Insights data highlights that 3-5s (16%) and 10-12s (17%) are the age group most likely to watch more of this type of content since March this year.
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LICENSING SOURCE BOOK EUROPE 2021
Something Blue Since launching in the UK, BBC Studios’ Bluey has achieved overarching success. Our data identifies 4-6 year olds as the sweet spot for the show, whereby among this demographic in April 2021, the TV show peaked as the favourite (5.4%). This coincides with the release of Bluey onto CBeebies in April, which ranks as the most watched channel of 4-6s. The show now also encompasses the top five most requested CBeebies’ episodes on BBC iPlayer. With the linear launch resulting in Bluey obtaining its most popular month ever, this is suggestive of the ongoing success of linear TV. Brands can utilise this to their advantage
