LatAm: Diversifying consumption in the U18 audience

Thanks to advanced data analysis technology, brands can develop media investment strategies targeted at audiences under 18 years old, taking into account their interests as well as their socioeconomic levels.

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Based on the understanding of the connection of these audiences, advertisers can precisely select the most suitable platform to convey their advertising messages. Kids Corp, the company that merges marketing with technology, produced a report with five insights that help understand the consumption of OFF and Online content in kids & teens audiences.

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The first factor considers habit changes. In Argentina, the time dedicated to streaming is greater than to TV (90% vs 36%). In Brazil, the consumption of streaming content is three and a half times higher than that of cable TV (93% vs 26%). In Colombia, online video consumption is higher than offline, representing 90% vs 50% respectively. While the consumption is double, the time spent watching TV and VOD consumption is very similar.

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In Mexico, online video consumption is double that of offline. Reviewing the time spent on each of these activities, streaming doubles the daily minutes of TV (VOD 114 daily minutes, TV 75 daily minutes, representing 88% vs 46%). In all regions, YouTube and Netflix are the most chosen VOD platforms by kids & teens audiences to watch series and movies, and both platforms lead the category with peak consumption among older kids; followed by Disney+, which is relevant among 6 to 8-year-olds, and Amazon standing out from the age of 13.

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Considering the socioeconomic status (SES) differences factor, in Argentina, the higher the SES, the more digital than offline consumption: higher VOD and lower TV. Despite the democratization of VOD, the main players are still more consumed at higher SES: 90% VOD consumption. In Brazil, the behavioral trend is also higher SES, higher digital than offline consumption (streaming and TV). Despite the democratization of streaming, the main players are still the most consumed at higher SES: 82% streaming consumption.

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In Colombia, the higher the SES, the more intensified the behavior, generating higher digital than offline consumption: higher VOD and lower TV. The main players are still more consumed at higher SES: 90% VOD consumption. In Mexico, the higher the SES, the more intensified and opposite the behavior: higher VOD and lower TV, with 88% VOD consumption and 46% open or cable TV consumption. The main players are still more consumed at higher SES: 88% VOD consumption. While in Argentina, Brazil, and Colombia, Disney Junior is the most-watched channel; in Mexico, it is Channel 5 as opposed to cable channels.