Kids content needs are the top reason why parents subscribe, stick with and drop streaming services, a new report from SuperAwesome finds.
Parents are more likely to subscribe to a streaming service if the platform offers content that interests their kids, according to a new SuperAwesome report.
The study, called Gen Alpha and Gen Z: In control of the family remote, set out to determine the main reasons why parents subscribe to family-friendly streaming services, and also why they stay subscribed or choose to unsubscribe. Between 2021 and 2022, the UK research firm conducted a survey encompassing 1,010 families in the UK and US with kids and teens ages four to 15, as well as 440 young adults ages 16 to 24.
The project revealed that 56% of kids and teens in the US make their parents subscribe to or keep paying for streaming platforms that have content they like. This is even more true in the UK, where 64% of respondents influence their parents’ subscription decisions.
The report also found that half of Gen Z respondents (ages 16 to 24) in both countries are involved in family decisions about streaming subscriptions, although some of them are already subscribing to platforms themselves.
For most parents, access to appropriate content is the most important factor in choosing whether or not to fork over money to a streamer. In the US, 66% of parents said they will subscribe to a platform if it offers suitable content for their kids, and only 34% said their subscription decisions depend on cost. It’s a similar picture in the UK, with 56% of parents making choices based on programming, and only 42% based on cost.
When it comes to staying subscribed, content is again the main factor. In both countries, parents will continue to pay for a platform if their kids can find their favorite movies and characters on it (71% in the US, 62% in the UK). They’re also going to stay if it offers children’s content (50% in the US, 48% in the UK) and family-friendly programming like competition shows (40% in the US, 41% in the UK).
Parents of Gen Alpha kids (ages four to 15) are twice as likely to unsubscribe from a platform as parents of Gen Z teens and young adults if it doesn’t meet their children’s content needs (43% in the US, 40% in the UK), according to the report.
Source: kidscreen.com
