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Brief Published: 16 Nov 2015

Mobile Video Enthrals Gen Alpha

Increasing numbers of Gen Alpha children are regular mobile device users, and kids' TV broadcasters are following them into digital with interactive video.

US broadcaster Nickelodeon's Rabbids cartoon returns to its game roots with interactive 'appisodes' from French game developer Ubisoft released to Android tablets, while Disney offers similarly enhanced content in tandem with its broadcast properties. Meanwhile, American entertainment company AG is closing the gap between first and second screen by going straight to smart TV with its first interactive Care Bears appisode for Apple TV.

Children's digital video is huge. Video analytics company Tubular reports that four of the top 10 YouTube creators in September were providing children's content, amassing more than 1.4 billion views between them that month. This volume is enabled by changing attitudes towards children's mobile screen time. Findings from UK research firm Childwise's Monitor Preschool Report 2015 show that 73% of under-fives in the UK regularly use tablets and smartphones – a 46% increase compared to 2012 that is boosted by content that goes beyond passive consumption.

These developments make it clear that mobile video is a key space for anyone addressing children. For more on how to engage the youngest demographics, see Toy Worlds: Targeting Gen 'Me' and Marketing to Kids. For more cross-platform content, see our Pop-Culture Round-Up: November 2015.