Japan-based entertainment and technology company Akatsuki Inc., which plans to expand its children’s animation footprint in India, recently conducted a survey on ‘what Indian parents want from animated content for children’.
The survey involved parents from 10 metros in India, including Delhi, Gurgaon, Mumbai, Pune, Kanpur, Guwahati, Bangalore and others. The findings of the survey expose the main decision-making factors that affect parents when it comes to choosing animation content, including habits to use for their children.
The animation industry has grown tremendously in the last few years. The global epidemic has played a catalytic role in increasing the use of animation content in children as a primary source of education and entertainment. The %%% parents who participated in the survey also agree that they said their children’s use of animation content increased after Kovid. The survey found that the average screen time for the use of animation in children today is 4-6 hours per week.
Interestingly, the survey found that even after the advent of some powerful OTT platforms like Netflix, Amazon Mazon Prime, Disney + Hotstar, 26% of parents chose television, which became one of their first three platforms to watch. The leading choice platform, however, is YouTube with strong likes from 76% of participants, followed by Netflix at 57%. It shows hybrid patterns of both linear and digital media.
With children and parents highlighting what animation like IP clicks, the survey found that ‘entertainment’ is the biggest criterion with 64% of respondents saying ‘what makes their children happy’ (45%), educational benefits (35)%), ethical values (22%), local characters and plot (11%). Notably, the top 5 voting materials according to the survey are IP Cocomelon, Peppa Pig, Shinchan, Doraemon and Tom & Jerry.
In terms of usage habits, television (0%), smartphones (4 %%) and laptops (24%) emerged as the most popular and used devices for daily viewing. For the animation content, parents chose English as the most preferred language, along with Tamil, Telugu and Bengali as the top 3 local preference. Most parents (3 %%) also share that their children watch animated content without permission.
Yuki Kawamura, Head of Business Development and Partnerships, Akatsuki Inc., says,
“At Akatsuki, we are committed to bringing a happy and meaningful animation IP to the growing and declining animation space in India. We want to carefully create a road-map of our content with on-the-ground insights and distance is required. This survey is the first step in that direction and the findings strengthen the unused demand for children’s animation in India and our confidence to coordinate with our IPs. ”
In this age of digital and marketing, the survey found that 75% of Indian parents still rely on traditional word of mouth to select and discover new content ideas for their children, followed by 28% of parents searching for content through OTT recommendations, 20% by parenting communities and the remaining 10%. By traditional newspapers.
Overall, the survey showed a high appetite for entertainment-led, English animation content, possibly available on high-access platforms like YouTube and television that have a strong community.
Akatsuki is an entertainment company based in Tokyo, Japan. Incorporated in 2010, Akatsuki made significant gains and went public on the Tokyo Stock Exchange in 2016. With a mission of innovative management in the entertainment industry, the company is responsible for successful games and animations being played around the world. Akatsuki’s main business focuses on the development and release of mobile games and animation.
Like what do we do?
The latest Adtech news for your inbox