The first semester of 2021 marks a return to a more “normal” life for children, as for their elders. On the occasion of MIPJunior, Glance analyzes the major trends that cross the youth programs this year.
While sport and entertainment are particularly appealing to young viewers in 2021, animation remains their preferred genre, with disparities in some countries where live action programs remain very popular.
At the opening of MIPJunior, Avril Blondelot, Content Insight Director of Glance, declares: “ Alongside the successful franchises, the new series launched this year reveal several themes in the content: the adaptation of digital programs to the TV screen, an interest in science and technology or on the contrary for the simple daily life of children. , the power of games and the power of inventiveness, especially for the little ones ».
Live events and entertainment top the charts
According to the Kids TV report produced by Glance in the first half of 2021, young viewers joined with their parents to witness the return of live events, mainly of major sporting events. They took part in mass in these moments of gathering. Live events are thus displayed in the first place of the programs most watched by children in the 5 European countries studied, and in 4 out of 5 countries, it is about sport. Only the unmissable Sanremo festival remains at the top of the ranking in Italy.
In second place in the tops, entertainment also attracts children. In France and the United Kingdom for example, children represent 13% and 15% of the gender audience respectively.
Candice Alessandra, Research and Client Manager at Glance, adds: “ Children mainly watch live television. We also note that the programs are watched more with the family. In the first semester of 2021, in the five European countries studied, children watched television on average 1h21 per day. However, there are some disparities: children spending more time in front of the TV screen in southern Europe than in the north. »
Entertainment is always a general dream of the youngest
Among the programs intended for children, animation represents 2/3 of the 20 most watched programs in all the countries studied. In addition, the favorite heroes of the youngest like Paw Patrol, Super Wings and Ricky Zoom are in the majority in the national tops.
On the second step of the podium, live action series (real shots) weigh on average 15% of the 20 best programs in each of the countries studied. They are even ahead of the animation in Italy and Spain with The Thundermans and Henry Danger.
Finally, more than half (51%) of the 20 most watched programs are imported. This is followed by national productions (33%) and co-productions (16%). In the first half of 2021, market dynamics enabled 34 new issues to enter the national top 20 or top 3 per channel directly.
On SVoD platforms, children tend to watch the same series as on television, on the shelf. So, whether in German, Italian, Spanish or British families, the first three most watched series on Netflix are the same successful franchises as on television: Peppa Pig, Teen Titans Go! and Paw Patrol.
However, local successes may vary by country, especially for Germany and the UK. The United Kingdom is the only country to count live action series in its top 10 most watched programs on Netflix. In France, Italy, Germany and Spain, Japanese animation series appear at the top of the rankings.
Content trends 2021: from digital inspirations to environmental issues, from children’s games to science and short animated series
Glance has identified several emerging trends in youth programming over the past 6 months.
The first is to transpose the heroes of digital to the small screen, in entertainment shows or animated series. For example, The Moshaya Family Animation is the 13-episode animated version of a program featured on YouTube. It was broadcast on television in January 2021 in the United Arab Emirates and the production is developing partnerships to attract other Arabic-speaking communities.
Adam Loves Adventure! is an Irish animated series featuring Adam King, a six-year-old boy in a wheelchair, first seen in The Late Late Toy Show and famous for his “virtual hugs”.
Another trend is aimed at young people who are tech-savvy, particularly in responding to environmental issues. This is the case of Pigsy Express, a Taiwanese animated series, set in a futuristic world where the main character searches for packages not delivered by drones.
Other programs simply look at the daily life of children. Uproar, for example, is a Norwegian fiction that focuses on the coming of age of a group of somewhat wild children living in the countryside. For its part, the series Gabby’s Farm shows farm life in Ontario through the eyes of a six-year-old girl. Launched in spring 2021, the two programs increased the audience share of children by 50% on their respective channels.
On the Australian show The Wonder Gang, it is the children’s curiosity that is put forward. The young participants must in fact present their research on scientific phenomena themselves.
Children generally enjoy watching game shows. Don’t Unleash the Beast – a game that takes place in a mythological underground universe – proves it since it is ranked best program for and by children on the British channel ITV.
Finally, the animation programs for the little ones compete in creativity on short series of less than 10 minutes. Series Pip & Posy premiered in March 2021 on Channel 5 in the UK. It follows the adventures of Pip, a rabbit, and Posy, a mouse. The program was very successful and ranked first among 4-15 year olds in the country this first semester. Another example, My Little Heroes is an introduction to historical figures, through the eyes of two younger brother and sister. The series, broadcast on Clan in Spain, relied on writers from around the world to promote local historical figures.
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