Sony YAY!’s first ever edition of SearchLight reveals everything you need to know about kids today!
Chennai,17 May 2022:
India’s leading kids’ entertainment channel Sony YAY! for the first time releases its latest survey titled, Searc hLight’22 that decodes Lives and Habits of Indian Kids, in collaboration with Kantar Research. The psychometric profiling by the survey presents crucial findings that highlight various trends across eight cities in the country.
The research derives its findings between educational and personal development and also entertainment pref erences. It offers an insightful deep dive into India’s young audiences aged between 7-14 years. It also underta kes region-wise bifurcation of the data, considering India’s geographical and cultural diversities, to highlight the preferred activities of kids from region specific markets.
To understand the parallel between the various platforms of entertainment, the survey translates the following findings with respect to Television and OTT viewing amongst kids –
- 57% kids prefer television while only 10% receive their entertainment via OTT
- 33% kids prefer to watch both television and OTT
- Younger kids prefer television while older kids with more access to OTT platforms lean towards it
- There exists a clear geographical divide in kids’ preference for OTT entertainment where only 81% of Kids surveyed in southern India preferred OTT as opposed to 56% of kids surveyed in eastern India.
The journey from blackboards to keyboards is what kids witnessed through the pandemic, thus, to understand their learning preferences, SearchLight’22 sheds a few insights-
- Kids favored online classes over offline classes due to rewatch option of online classes (29%), the comfort of home (28%), followed by the ability to attend classes they usually can’t physical (16%) and save time (15%)
- The top 5 activities participated by kids during the pandemic were tuition classes (76%), art & Craft (24%), followed by sports (19%), dancing (18%) and singing (19%)
- The majority of respondents wishes for lessons to be held online (63%) while the rest wanted to go back to the pre-pandemic style of offline teaching (37%)
- Edutech platforms which rose to prominence during the lockdown saw that only 6% of respondents had Edutech subscriptions while 7% respondents had not subscribed but attended Edutech classes. However, 39% had opted to use YouTube videos to learn concepts while 48% were not aware of the existence of Edutech platforms
With kids being limited to their homes owing to movement restrictions due to the pandemic, gaming became an essential part of kids’ entertainment. Following insights were inferred from the survey:
- One out of two kids enjoyed gaming on their phone
- Free games were core to their consumption
- 53% preferred to play solo while 44% were included in multiplayer games with friends and only 4% played multiplayer games with strangers
With the SearchLight’22 Decoding Lives and Habits of Indian Kids, Sony YAY! takes a step closer to understand ing the dynamic and evolving preferences and habits of Kids. The study also provides a comprehensive look at how multiple verticals of education, ente rtainment, gaming and merchandising affects kids and shape their opin ions or preferences. This foundational study explores newer avenues to get to know kids better.
Source:
Sony YAY!’s first ever survey SearchLight’22 decodes Lives and Habits of Indian Kids. The survey was carried out in association with Kantar IMRB in the month of October – November’ 2021 to understand consumption habits of kids across the country. The survey was further conducted across 8 cities with 982 kids and 316 parents.
Comments:
Leena Lele Dutta, Business Head, Sony Pictures Networks India, Kids’ Genre!
“As a brand practice, we constantly aim to follow an approach to “Explore” and understand our young audiences and their dynamic choices to deliver a wholesome experience across the platforms. With the release of Searchlight’2022, we are happy to present our learnings to the industry at large and assist in understanding this dynamic Target Group better”.
About Culver Max Entertainment Private Limited (formerly known as Sony Pictures Networks):
Sony Pictures Networks is the consumer-facing identity of Culver Max Entertainment Private Limited, which is an indirect wholly owned subsidiary of Sony Group Corporation, Japan.
The Company has several channels including Sony Entertainment Television (SET and SET HD), one of India’s lea ding Hindi general entertainment television channels; MAX, India’s premium Hindi movies and special events channel; MAX 2, another Hindi movie channel showcasing great India Cinema; MAX HD, a high definition Hindi movie channel airing premium quality films; WAH, the Hindi movies channel for rural markets; SAB and SAB HD the family-oriented Hindi comedy entertainment channels; PAL, a genre leader in rural Hindi speaking markets (HSM) showcasing the best of Hindi general entertainment and Hindi movies from its content library; PIX and PIX HD, Sony BBC Earth and Sony BBC Earth HD, the premium factual entertainment channels, Sony AATH, the Bangla entertainment channel; YAY!, the kids entertainment channel; Sony Sports Network – SONY SIX, SONY SIX HD, SONY TEN 1, SONY TEN 1 HD, SONY TEN 2, SONY TEN 2 HD, SONY TEN 3, SONY TEN 3 HD; SONY TE N 4, SONY TEN 4 HD; Sony मराठी, the Marathi general entertainment channel; SonyLIV – the digital entertai nm ent VOD platform and Studio NEXT the independent production venture for original content and IPs for TV and digital media. The Company reaches out to over 700 million viewers in India and is available in 167 countries.
The Company is recognised as an employer of choice within and outside the media industry. It is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, ‘Aon Best Employers India’ awards in recognition of the company’s unique workplace culture and exceptional people practices, consistently ranking amongst India’s Top 10 Companies with Best Health & Wellness Practices by SHRM & CGP Partners and listed by Working Mother & AVTAR as one of the 100 Best Companies for Women in India.
The Company is in its 27th year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited and an affiliate, Bangla Entertainment Private Limited in India.
For more information, log onto www.sonypicturesnetworks.com
