Who is driving content?

Kids under 12 can’t remember a time when computers weren’t part of their lives. Michael Pond, senior media analyst, Nielsen Online, says "Today's youth don't know - or don't remember - a time when they weren't going online, so their adoption of online video has been seamless... the ‘at home' data show how kids and teens are driving usage... " The upside to online media is the interactivity that TV doesn’t provide. Children can engage with toys and TV programming that interest them. Today, teens are using the Internet like their parents used TV when they were young, focusing on music videos, movie trailers and user-generated content. While adults make up a larger audience online, exceeding children by ten times and teens by seven times, in contrast both children and teens consume much more content. Regardless of age, YouTube is the most frequented online property. Beyond that, hot spots for children are DisneyChannel, Nick, Disney and Cartoon Network while teens hang out at Myspace, Google Video, Apple and Facebook.


*Nielson Online, VideoCensus, June 2008