Turner Broadcasting System Unveils New Generations 2015 Results: TV Remains a Dominant Platform

According to a new study unveiled by Turner Broadcasting System, the company behind kids’ channels such as Cartoon Network, Toonami, and Boomerang, television continues to be the most frequently used media platform among children.

David Webb, Director of Research and Planning for Kids and Entertainment Brands at Turner International Asia Pacific, also noted that the accelerated adoption of mobile apps and a new wave of high-quality, engaging content will be key drivers of future media growth.

The New Generations 2015 results unveiling was recently held at The Mind Museum, where the study analyzed media consumption habits of children aged 4 to 14.

The research was conducted across the region, including the Philippines, Singapore, Indonesia, and Australia. The discussion highlighted differences in media behavior between Southeast Asia and Australia, pointing out a notable contrast between Western and Southeast Asian markets.

From a methodology standpoint, the study surveyed just over 500 parent-and-child pairs, with both participants answering in the same setting to ensure more accurate and direct insights.

The children studied were between 4 to 14 years old, with an even 50/50 split between boys and girls. The goal was to understand emerging trends, what kids are truly into, so brands and media companies could better anticipate shifts in media consumption and develop strategies to deliver quality content to children across the country.

The research was conducted late in 2014 across Mega Manila, with additional studies in the United States that produced interesting comparative insights.

Findings showed that kids are increasingly accessing content on their own terms. With greater access to devices, they are able to consume media whenever they want, whether it is long-form or short-form content.

They are constantly searching for content that fits their needs and context, more so than children without access to such devices. With multi-platform viewing, including TV and mobile devices, kids can access content anytime and anywhere they want.

For parents, a key question is: how are kids accessing media today, and where are they getting their content?

Survey results show that television remains the number one platform, with online media closely following in second place. As online usage continues to grow, traditional media such as radio and newspapers are gradually declining, making it essential for print publications to shift toward digital strategies.

Going online has become important for discovering content and exploring new interests. In surveys conducted in Australia and across Southeast Asia, online platforms are nearly on par with TV for children aged 7 to 14 when it comes to learning about toys, games, movies, and new technology. Interestingly, Australian kids tend to rely more on friends and family—word of mouth—while in the Philippines and across Southeast Asia, online media plays a stronger role in shaping awareness of current issues and global trends.

In terms of viewing behavior, about 7 in 10 kids watch TV together with their parents. Co-viewing is common, and when it comes to television content, decisions are usually shared between parent and child. However, for online media, children are more likely to make their own choices.

When it comes to co-viewed programming, cartoons rank number one across Southeast Asia based on parents of children aged 4–14. In Australia, however, movies take the lead over cartoons. Top programs include Oggy and the Cockroaches, Tom and Jerry, and Adventure Time, which are also favorites among many kids.

It’s interesting to note how shows like Tom and Jerry, despite being decades old, continue to remain relevant proving the strength and longevity of certain entertainment franchises across generations.

When it comes to preferred channels, Cartoon Network leads the pack, followed by Disney Channel and Disney Junior respectively. This, honestly, is not surprising for me.

In our household, my kids (ages 10, 7, and 6) primarily watch cartoons on Cartoon Network—nothing else. It really is quite mind-boggling. I’ve even tried sitting down and watching with them, but I still couldn’t quite figure out what they love so much about it.

In terms of online engagement, there is a noticeable difference between Millennials (ages 18 to early 30s) and Plurals (ages 17 and below).

For Millennials, the internet feels more intuitive, and they tend to rely less on filters. Plurals, on the other hand, are more eager to share, create, and actively participate. They are task-driven, comfortable curating their own experiences, and tend to use the internet more quickly but also more impatiently—largely due to easy mobile access. It has essentially become an extension of themselves. In fact, even two-year-olds today already know how to navigate a smartphone. Google has effectively become their “second brain,” and I’m pretty sure I now fall into the Plurals category.

So what are kids using the internet for?

Across Southeast Asia, social networking is more prevalent compared to Australia among children aged 4 to 14. For older kids, usage often includes downloading and playing games. Facebook remains the dominant social media platform, with usage in the Philippines even higher than in other parts of Southeast Asia. Younger users in Australia also show relatively high Facebook usage.

In fact, 92% of kids aged 7 to 14 reportedly have their own accounts, which is quite alarming and highlights the importance of parental guidance and monitoring.

When it comes to devices used for social networking, the laptop still ranks as the top platform.

When it comes to gaming, girls in the Philippines are more actively engaged in mobile games, with Candy Crush remaining consistently popular among them, while boys tend to favor Clash of Clans. In comparison, in Australia, Minecraft stands out as a major favorite among both boys and girls. In today’s landscape, it is no longer just about high-quality graphics—it is more about playability and how addictive and engaging the game is.

When it comes to online video consumption, both boys and girls spend around 30 minutes a day watching online videos, compared to about 5 hours a day on television. This highlights the importance for content creators to deliver quality programming both on TV and online platforms to effectively reach younger audiences.

Survey results show that children aged 4 to 9 are more inclined toward TV episodes and movies when watching online videos, while older kids are more drawn to music videos. This pattern is consistent across Southeast Asia and Australia, and these content types are often the ones that go viral and are widely shared online.

The most commonly used device for online gaming and video consumption among children aged 4 to 14 is the tablet. However, in our household, we mainly use my mobile phone for games like Candy Crush and others. Personally, I prefer not to give my kids their own tablets yet—perhaps when they are older, I might reconsider.

In terms of top websites, YouTube remains number one, followed by Facebook, Cartoon Network, and iWant TV. Around 4 in 10 kids also use iWant TV or Cignal for TV-to-go access. This clearly shows the importance of having content available both online and through platforms like iWant TV to meet evolving viewing habits.

How important is mobile in kids’ lives today?

About 1 in 2 kids now own their own smartphone, and this number is expected to continue rising in the coming years. More affordable Android devices, particularly China-made units, have made it easier for parents to provide mobile phones for their children.

Mobile has also become the first choice for many kids when consuming content whether it’s TV shows, DVDs, or videos. They also use mobile devices at school as a tool to support learning, which is one of the reasons they spend so much time on them.

In fact, 92% of kids are now app users, and they tend to use apps more frequently than browsing the internet itself. Surveys also show that parents are willing to pay for high-quality app content, opening up strong opportunities for app developers to create engaging educational and entertainment experiences.

Mobile devices are also becoming part of co-viewing experiences. When families watch TV shows together, they increasingly integrate apps and websites into the experience. Many parents see value in this shared digital engagement. Around 6 in 10 parents even download apps specifically for their children, prioritizing quality content.

In Australia, app usage trends differ slightly boys tend to have lower app usage rates, while girls are more exploratory and frequently switch between new apps, showing a stronger inclination toward discovering the latest digital trends.

For TV channel-related apps, boys are more drawn to Cartoon Network Watch and Play, while girls are more interested in Barbie-related apps and content experiences.

Summary of the Study

The study highlights that the number one media activity among children remains watching television, with an average of 5 hours of TV viewing compared to 30 minutes of online video consumption per day.

Cartoon Network continues to be the leading brand across both TV and online platforms.

In terms of technology adoption, tablets and smartphones are the fastest-growing devices, showing how quickly children are adapting to mobile-first media consumption.

Among digital platforms, Facebook remains a leading social network, while YouTube continues to be the top choice for video content consumption.

For more information, you may visit:

https://www.facebook.com/turnerbroadcasting?fref=ts

http://www.turner.com/