Linear TV still matters
Some people might be under the impression that linear TV isn’t relevant anymore and online content is more important. Yes, kids and just people, in general, do consume a lot of online content. This does not mean that linear TV is no longer relevant.
influence
Linear TV still plays a very big role in the customer journey of kids. Research showed that half of the kids get their inspiration for gifts from linear content across Europe compared to more traditional sources such as shops (35%) and friends (29%). This show that linear TV is very effective at influencing consumer choices. That is what’s important the quality of a medium. It is clear that the medium still holds sway over their decision-making habits. Kids are still spending more time watching linear TV than watching online content. So, they sit with it for longer stretches.
companies
What does this mean for companies? How do they have to deal with this? It is important for companies to break through in specific markets. It is not because a platform has a lot of visitors that it has a big influence. Look for the platform with the biggest influence. It doesn’t matter if it is a smaller platform, quality before quantity. The thinking goes that kids who enjoyed the quality of the content they watched on linear TV may attempt to seek those brands online later down the line.
changing habits
COVID has also had an impact on the time kids spend watching linear TV. It’s a welcome boost for kids, cable networks who will be hoping they can extend the short-term rating spike into long-term brand loyalty. In the future, it’s likely that kids will spend more time watching online content. Because of COVID, the trend of watching more online has rapid. Kids spend more time at home, so they want to be entertained. So, looking for other things besides linear TV to occupy them with is normal. Also, they don’t have to adjust their schedule to watch their favourite programmes. They are looking are SVOD and online content to fulfil their needs.
sources: