Behind the screen

The past few years has seen not only consistent growth among dedicated kids channels viewing, it has also seen dramatic changes in viewing habits.
Publish date:

Audiences are becoming increasingly demanding in what they watch and how they watch it, and the marketplace is fast-paced and exciting, yet also competitive and challenging.

At Disney, we seek to address these landscape shifts by creating engaging content and co-viewing experiences the whole family can share in, either collectively or individually. Through Disney Channel, Disney XD and Disney Junior we are crossing platforms and reaching out to our audiences as never before.

This is mirrored in how Disneymedia+, our marketing and promotions solutions arm, works, creating campaigns for trusted partners which cover the breadth of platforms across the 39 industries we operate in – from TV to online, mobile, Disney Stores – to engage with audiences on a more meaningful level.

In recent years, we have found that children are often supplementing their viewing with other technologies to really maximise the level of entertainment. TV, for example, is used as the default choice and other technologies – such as mobile phones, laptops and games consoles – fill in the breaks.

Online and social networking has also risen, with children using it to interact with their friends while viewing. On average, children aged three to ten years are spending 23 minutes online every day. We’re seeing the younger children playing games or visiting their favourite TV channel websites whilst the older demographic are largely using online for gaming and homework.

We know the importance of taking the content beyond the television screen and connecting with audiences both online and offline, and are enjoying some great successes. Disney XD was only launched two years ago and is the fastest growing non pre-school kids’ channel year-on-year. New programmes on the channel such as Kickin’ It and Pair of Kings and favourites like Phineas and Ferb are proving to be a hit amongst young male viewers who are craving fresh content, from action and adventure to comedy.

Shake It Up enjoyed the second best ever live action launch for Disney Channel UK whilst over on Disney Junior, which was launched only four months ago, Jake and the Never Land Pirates is delighting younger viewers with its tales of adventures on the high seas and during the summer holidays, ratings were increased by 50 per cent (Source: BARB/ Advantedge).

Through these three channels and Disney Cinemagic, our portfolio of brands now covers all ages of children and their families. We are constantly aiming to provide viewers with what they want, when they want, and we seek to offer content which not only resonates and enriches but stretches across all platforms.



Kids Media Special: Power of the Small Screen

TV has remained the core means of finding out what the latest must have toy on the shelves is – but adverts are only one aspect of what the medium has up its sleeve. David Murphy, Kids Controller at ITV Breakfast, tells ToyNews why TV sponsorship is becoming more important

Featured Jobs


Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019