More than half of kids watch children channels

Children’s channels attract one young TV viewer out of two, and they are watching two hours daily over the first half of 2015. According to recent Kids TV euro study by Mediamétrie in five countries (Germany, France, Spain, Italy and the UK), this opens new broadcast opportunities. Despite the nearly 100 measured channels dedicated to children that already exist, new nets are regularly entering the market, like Nickelodeon 4teen which appeared on French screens at the end of 2014.

Over a third of all TV watched by children was viewed on kids-oriented channels and this proportion rose to 50 per cent for the pre-schoolers in almost all of the countries.

Kids channels made ratings gains with this loyal following, at the start of 2015 for instance, Spanish kids channel Clan gained 1 point during the half-year to post an audience share of 15.8% among 4-12 year olds for January-June 2015. Over the same period, Nickelodeon in Germany achieved 8.5% of audience share among 3-13 year olds, up 1.2 points on the second half of 2014.

Animated series are increasingly favoured by kids as they represented 75% of the 20 most popular kids programmes in the five countries studied on early 2015.

Best titles are Clarence, launched in 2014 on Cartoon Network and Heidi broadcast on TF1. Other top kids programmes were Masha & The Bear, and Goldie and Bear which launched on September 12th on the Watch Disney Junior platform.