A majority (57%) of kids prefer television while only 10% choose OTT for fulfilling their entertainment needs, as per a survey by Kids’ entertainment channel Sony YAY!.
Sony YAY! has released its latest survey titled, ‘SearchLight’22’ that decodes lives and habits of Indian Kids, in collaboration with Kantar Research. The psychometric profiling by the survey presents crucial findings that highlight various trends across eight cities in the country.
The research derives its findings between educational and personal development and also entertainment preferences.
It offers an insightful deep dive into India’s young audiences aged between 7-14 years. It also undertakes region-wise bifurcation of the data, considering India’s geographical and cultural diversities, to highlight the preferred activities of kids from region specific markets.
To understand the parallel between the various platforms of entertainment, the survey translates the following findings with respect to Television and OTT viewing amongst kids -
The journey from blackboards to keyboards is what kids witnessed through the pandemic, thus, to understand their learning preferences, SearchLight’22 sheds a few insights-
With kids being limited to their homes owing to movement restrictions due to the pandemic, gaming became an essential part of kids’ entertainment.
Following insights were inferred from the survey:
The study also provides a comprehensive look at how multiple verticals of education, entertainment, gaming and merchandising affects kids and shape their opinions or preferences. This foundational study explores newer avenues to get to know kids better.
The survey was carried out in association with Kantar IMRB in the month of October – November 2021 to understand consumption habits of kids across the country.
The survey was further conducted across 8 cities with 982 kids and 316 parents.
Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids’ Genre, said, “As a brand practice, we constantly aim to follow an approach to ‘Explore’ and understand our young audiences and their dynamic choices to deliver a wholesome experience across the platforms. With the release of Searchlight’2022, we are happy to present our learnings to the industry at large and assist in understanding this dynamic Target Group better.”