Magine and the Future of Kids’ TV

On Tuesday 8^th April 2014, representatives and creative strategists from the children’s entertainment industry came together at the ‘Future of Kids TV Summit’ to address key issues facing the sector, and to attempt to map out its future direction.  

The children’s television market has been subject to fast-paced change and substantial digital disruption in recent years, and catering to digital natives has revealed significant changes in viewing habits and consumption patterns. Magine has experienced first hand how format trends in terms of OTT and on-demand content has affected the way children (and parents) utilise the technology available to them. 

With existing broadcast partners including channels such as Disney and Nickelodeon in Sweden, almost 30% of content consumed through Magine is children’s content, and significantly 43% of this is watched on a tablet rather than a TV or computer screen. This difference in format is notable when we look at adults’ viewing patterns, where only 23% is watched via tablet. Equally, five of the ten most popular channels on Magine are children’s channels, and it is safe to assume that the accessibility of our platform and the delivery of TV to any screen is something that parents find convenient.

Mattias Hjelmstedt, CEO and Founder of Magine comments: “In an age of mobile banking, e-books, and podcasts, we are increasingly used to entertainment and other services being accessible immediately, wherever and whenever we want them. The viewing patterns of the children who use Magine indicate that television can, and to a certain extent already does, follow this model. It is significant that kids prefer watching TV on tablets, with over 40% of children’s programming on Magine being watched through these devices. In terms of the technology available today, it seems that children are naturally more adept at picking up new concepts, having grown up with innovation as part of their daily lives. In a sense, what this data shows is that Magine is already offering the next generation the television it wants.”

Summary of How Kids Use Magine (Data gathered from Swedish users in March 2014):

28% of all content watched on Magineis children’s entertainment.

5 of the top 10 channels on Maginein terms of average viewing time are children’s channels.

The most popular times of day for children’s content on Magineare between 7am and 9am (before school) and between4pm and 7pm (before dinner), whereas prime time for mainstream adult channels on Magineis between 7pm and 10pm.

Kids prefer tablets: 43% of children’s content on Magine is watched via tablet, compared to 29% on a TV. When we compare this to viewing figures from the other channels available on Magine, we see that only 23% of content is watched on a tablet, whereas 32% is via TV, 37% is on a computer, and 8% on a phone.

What is Magine?

Magine is a secure cloud-based platform that allows broadcasters and content providers to deliver live and time-shifted TV, as well as catch-up and on demand programming, in the same place and across all devices. Available as a web player, iOS app, Android app, and through Smart TVs, Magine offers users the TV they love on any screen. 

The business launched commercially in its native Sweden in March 2013, hosting some of the world’s best known brands and channels, including Disney, Discovery, Fox, CNN International, BBC, Eurosport, and National Geographic, as well as Swedish national broadcasters, such as SVT. 

Beta versions have been rolled out in Germany (June 2013) and Spain (July 2013) with broadcasters relevant to each territory, and commercial launches set to follow. In Germany, Magine users can access ARD, ZDF, RTL, and a selection of international Pay TV channels.  Magine recently also announced a partnership with ProSiebenSat.1 (January 2014).

Please visit Magine at Stand R7.K3

www.magine.com

For international media enquiries, please contact:

Deliberate PR

Benjamin Webb / Caitlin Collins

benjamin@deliberate-pr.com / caitlin@deliberate-pr.com

+44 207 221 1540 / +44 7930 408 224