The PwC Kids Digital Media Report 2019 was just released, with some compelling data. The groundbreaking first Kids Digital Media Report, released in 2017, predicted that the global advertising market for children would hit $1.2 billion by 2021 — an estimate that was blown out of the water by the 2019 report.
Why it Matters:
A staggering 170,000 children go online for the first time every day, driving considerable disruption across the media landscape. Laws to protect these minors have been passed and continue to increase in urgency, as children become a larger percentage of the daily internet audience. These increasing regulatory requirements support a shift in spend towards dedicated kidtech companies that provide privacy-centric solutions.
Some of the key findings from the 2019 report include:
- The global kids digital advertising market is estimated to continue to grow in excess of 20% annually (2018-21), reaching $1.7 billion by 2021 (37% of total kids advertising spend).
- Kids’ media content is increasingly consumed via desktop, mobile and tablet devices, and brands are expected to move more advertising spend to these platforms and away from non-digital channels.
- TV still reaches a substantial portion of the children’s market, but there are questions about its ongoing effectiveness versus digital media. TV reach and effectiveness is being eroded by the fragmented audience time across online channels such as YouTube, Netflix and games.
- More than 40% of total new internet users globally in 2018 were children.
- US privacy laws for minors are currently in place for children up to age 13, though there is talk of this being extended to 16. Other countries including India and China are looking at similar legislation. By 2021, it’s predicted that 800 million kids would have digital privacy protection (up from 130 million today).
- Kidtech is emerging as an important technology to support brands and publishers to engage kids online. The biggest winners of kids digital ad spend expansion will be kidtech-enabled content (compliant with kids digital privacy laws) such as YouTube and VOD/OTT.
The Bottom Line:
Children are increasingly shifting from television to online entertainment, and is the fastest growing segment of online audience. These kids are a powerful demographic for advertisers, and their market is expected to continue its explosive growth.