With the launch of Nick PLAY, research shows there is no such thing as too much content
It’s no surprise that the way pre-schoolers are consuming media has changed over the past few years. Parents with young children often tell us they can’t believe how quickly their pre-schoolers adapt to technology and that their kids can often navigate their way around devices better than they can.
Earlier this year, Nielsen produced a study called eGeneration* which identified when and where kids are consuming media and what they are specifically doing on their devices. Not surprisingly, they found that kids are more connected than ever before across multiple devices and they’ll be even more connected in the future. They believe that while kids of today are accessing the internet on average between the ages of 9 – 10 years, in the future this will be 2 – 3 years, with device preference differing with age. For younger kids (2 – 9 years) the device of choice is a tablet and for tweens (10 – 12 years), it is shared between tablets, laptop and desktop.
Kids today are savvy about using the devices they have access to. Viacom recently conducted a study called TV Re[defined]* which looked at how “TV” today can mean many things. The study found that Australian kids are nearly twice as likely to own a tablet vs. the global average (75% vs. 64%) and twice as likely to own a video game console (75% vs. 61%).
Despite the fact that kids have access to an increasingly wide range of TV viewing sources, linear TV is still their primary source of viewing. They do expect however, that content will be available when and where they wish to consume it.
So, for Nickelodeon as content providers, it is essential that we understand how our audience are consuming media so we can ensure that they have an optimal viewing/gaming experience on their device of choice.
Today, Nickelodeon Australia responded to the demand for content-on-the-go with the launch of Nick Play, a branded app experience that allows kids to interact with Nickelodeon wherever they go. Nick Play offers Australian kids access to hundreds of Nickelodeon-themed videos, original short-form animations, newly created games, as well as full-length episodes of Nickelodeon’s biggest hits and current top shows via Foxtel subscriber authentication^.
Designed to complement the Nickelodeon channel, it provides yet another way to share original, funny and entertaining bite-sized and full-length content with kids and importantly, in an environment parents can trust. It fulfils their gaming demand, which research shows is the key activity adopted by all age groups.
At launch, the app features over 320 videos, including:
- 24 full episodes of Nickelodeon’s current hit shows (two episodes available to all users and 22 for Foxtel subscribers^);
- A binge-worthy 13 episodes from the latest Teenage Mutant Ninja Turtles series leading up to the massive Season 3 Finale (as part of Foxtel subscriber^ episodes);
- The launch of original, locally-produced animated shorts series Supa Phresh and two Supa Phresh mini games;
- Nickelodeon’s first-ever digital short-form series Welcome to the Wayne;
- Over 290 short form videos and exclusive behind the scenes content from Nickelodeon’s hit shows;
- Refreshed content every day and new videos every week.
Nick Play is available on both iOS and Android and free to download on the Apple store and Google Play respectively. For information and easy download, visit www.nick.com.au.
So, we all know what that means… SpongeBob SquarePants….24 hours a day, seven days a week…!
*Viacom TV Re[defined] 2015
*Nielsen eGeneration Report 2015
^Available to Foxtel residential subscribers with Nickelodeon included as part of their subscription, excluding Telstra T-Box customers and Optus TV featuring Foxtel customers. You must be the Foxtel primary account holder to access the Nick Play App.