Kids aren’t engaging with TV how they used to. It’s no longer as simple as turning on the cable schedule, freeing parents from the task of choosing what to watch. Instead, streaming (and it being the norm for the next gen) and social platforms, YouTube especially, have given kids the freedom to select what they want to watch, whenever they want. Recent Nielsen data shows a significant decline in cable ratings for Nickelodeon (down 86%) and Disney Channel (down 90%) among 2-17-year-olds, while viewership on YouTube has increased. And while cable’s downturn is to be expected by now, it isn’t just there that social content is impacting TV: it has also become increasingly challenging for streaming platforms to successfully launch new shows, as content creators are finding their niches by adapting to the viewing habits of young audiences and adapting to them near instantly. (TheWrap)
📈 YPulse reported: For Disney, cable is not an accurate reflection of kids’ viewing anymore—plenty still watch it through Disney+
