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Instead of feeling guilty about kids’ screen time, Millennial parents are embracing it—and using it as a way to bond with them.

Mar 17 2022

Instead of feeling guilty about kids’ screen time, Millennial parents are embracing it—and using it as a way to bond with them. According to a new report from WarnerMedia, one in two of parents no longer feel guilty about screen time, while 64% of parents agree: “Screen time is much more than a distraction; it can be a positive vehicle for growth.” Parents are also using the opportunity to co-view content with their kids and gift them with “entertainment heirlooms” (sharing their beloved TV shows and movies), with the majority saying it’s important for them to share the entertainment they love with their children. YPulse’s TV and entertainment research found that the majority of Millennial parents say their child watches more content on streaming services than cable, and WarnerMedia’s research found that 64% of parents say streaming content with multiple generations is the “best way to bond.” Additionally, 75% of Millennial parents say streaming services have made it easier for them to share their childhood favorites with their own kids. (WarnerMedia for Brands)