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Covered in this report

This report focuses on what parents are doing with their children in their free time. In-home activities are the primary focus, including media preferences, viewing behaviors and content concerns. Outdoor play is also included. Travel (anything longer than a day trip) is not included.

Readers of this report may also be interested in parents’ attitudes and behaviors regarding technology in the home, addressed in Families and Technology – US, February 2019.

"Parents look to balance screen time with outside play to keep themselves sane and their kids entertained. They are looking to share familiar experiences with their kids in new and interesting ways as the entertainment market gets increasingly more diverse. Entertainment options that can keep parents engaged amidst a sea of talking tank engines and purple dinosaurs can garner a dedicated audience for the whole family."
- John Poelking, Leisure & Media Analyst

This Report will cover the following areas:

  • Controlling what is being watched
  • Reconsidering budgets in the face of more options
  • Defining family video
  • Kids and parents have different priorities

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Family activities, June 2019
        • Controlling what is being watched
          • The ever-present parental eye
            • Key opportunity
              • Figure 2: Parental control technology used, June 2019
            • Reconsidering budgets in the face of more options
              • Fragmented market will heighten competition
                • Key opportunity
                  • Figure 3: Price ranges of family entertainment budgets, 2016 vs 2019
                • Defining family video
                  • Fun for the whole family
                    • Key opportunity
                      • Figure 4: Qualities of family entertainment, June 2019
                    • Finding common ground
                      • Kids and parents have different priorities
                        • Key opportunity
                          • Figure 5: Attitudes toward co-viewing, June 2019
                        • What it means
                        • The Market – What You Need to Know

                          • The American family is changing
                            • Leisure spending for families is on the rise
                              • Technology coming at an early age
                              • Demographic Indicators

                                • Households with kids losing share
                                  • Figure 6: Share of households, with related children vs without children, 2008-18
                                • Families consistently have higher income
                                  • Figure 7: Median household income, all households vs households with related children, 2007-17
                                • Family dynamics shifting
                                  • Figure 8: Number of households, by type of family, 2008 and 2018
                                • Different family makeups by race and Hispanic origin
                                  • Figure 9: Share of household types, by race and Hispanic origin, 2018
                                • Delayed life events point to older families
                                  • Figure 10: Median age at first marriage, by gender, 2008-18
                              • Leisure and Entertainment

                                • Americans investing more in free time
                                  • Figure 11: Best- and worst-case forecast value sales of leisure and entertainment, at current prices, 2013-23
                                • Kids aged 6-17 drive family entertainment spending
                                  • Figure 12: Annual expenditures on select entertainment sectors, by share of spending and age of oldest child, 2017
                                • Shifting media landscape brings more entertainment to households
                                • Technology and Entertainment

                                  • Families expanding entertainment beyond the computer
                                    • Figure 13: Use of devices to access the internet, February 2019
                                  • Teens with mobile independence
                                    • Figure 14: Smartphone and tablet ownership among kids and teens, November 2018
                                  • Bridging tech priorities between teens and parents
                                    • Figure 15: Weekly tech priorities, teens vs parents, 2019
                                • Key Trends – What You Need to Know

                                  • Experiences for the whole family to share
                                    • Determining what’s appropriate
                                      • Creating new memories in the digital age
                                      • What’s Working?

                                        • “House of Mouse” is now a mansion
                                          • Promoting family sharing on streaming services
                                            • Fortnite ushers in next generation of family gaming
                                              • Figure 16: Fortnite toys, January 2019
                                            • Still STEAMing
                                            • What’s Struggling?

                                              • Finding common ground on TV
                                                • Defining what families deem appropriate
                                                  • Keeping kids safe online
                                                  • What’s Next?

                                                    • More specialized digital offerings
                                                      • Bringing entertainment to unlikely places
                                                        • Further development of interactive content
                                                          • Immersive environments for family entertainment
                                                            • Making content together
                                                            • The Consumer – What You Need to Know

                                                              • Finding time away from screens
                                                                • Entertainment budgets high but rising
                                                                  • Animation and all ages entertainment dominate family screen time
                                                                    • Parental control options maintaining trust
                                                                      • Parents reluctant to introduce kids to social issues
                                                                        • Screen time helps families connect, even if they’re distracted
                                                                        • Time Spent on Family Activities

                                                                          • Key opportunity
                                                                            • Finding analog entertainment in a digital world
                                                                              • Figure 17: Family activities, June 2019
                                                                            • Taking younger kids outside
                                                                              • Figure 18: Family activities, by age of children in household, June 2019
                                                                            • Outdoor play dominates family time
                                                                              • Figure 19: Time spent on non-media family activities, June 2019
                                                                            • Live TV remains a regular event
                                                                              • Figure 20: Time spent on TV, June 2019
                                                                            • Gathering around online video
                                                                                • Figure 21: Time spent on online video, June 2019
                                                                              • Video games rival TV time
                                                                                  • Figure 22: Time spent on non-TV media, June 2019
                                                                              • Family Entertainment Budget

                                                                                • Key opportunity
                                                                                  • More families with higher entertainment budgets
                                                                                    • Figure 23: Price ranges of family entertainment budgets, 2016 vs 2019
                                                                                  • Two child households spending more
                                                                                    • Figure 24: Average monthly family entertainment budget, by number of children in household, June 2019
                                                                                  • Most parents spending the same as they have in the past
                                                                                    • Figure 25: Paying for stuff you don’t use? Get Control Tower. Only from Wells Fargo, June 2019
                                                                                    • Figure 26: Family entertainment spending comparison, June 2019
                                                                                  • New streaming services to reach people looking for better programming, fewer commercials
                                                                                    • Figure 27: Attitudes toward adding new streaming services – CHAID – Tree output, June 2019
                                                                                • Defining Family Video

                                                                                  • Key opportunity
                                                                                    • Animation, all ages entertainment a must for most families
                                                                                        • Figure 28: Qualities of family entertainment, June 2019
                                                                                      • Nostalgia fuels what parents look forward to sharing
                                                                                        • Parents of young kids seek escape, nostalgia…
                                                                                          • Figure 29: Qualities of family entertainment – Kids entertainment, by age of only children in household, June 2019
                                                                                        • …while teens go for something more real
                                                                                          • Figure 30: Qualities of family entertainment – Teen entertainment, by age of only children in household, June 2019
                                                                                      • Parental Controls

                                                                                        • Key opportunity
                                                                                          • Most parents trust their kids can stay away from inappropriate content
                                                                                            • Figure 31: Attitudes toward parental controls, June 2019
                                                                                          • Black, Hispanic parents looking for tools to protect kids
                                                                                            • Figure 32: Attitudes toward parental controls, by race and Hispanic origin, June 2019
                                                                                          • Half of parents use some parental control tech…
                                                                                            • Figure 33: Parental control technology used, June 2019
                                                                                          • …while even more monitor themselves
                                                                                            • Figure 34: Monitoring and screen time limits, June 2019
                                                                                          • Larger households demand more oversight
                                                                                            • Figure 35: Parental controls, by number of children in household, June 2019
                                                                                        • Comfort in Content

                                                                                          • Key opportunity
                                                                                            • Parents still struggling with exposure to key social issues
                                                                                              • Figure 36: Comfort in media content, June 2019
                                                                                            • Moms looking for more representation for kids
                                                                                              • Figure 37: Comfort in media content, by gender of parent, June 2019
                                                                                            • Suburban parents take a progressive approach
                                                                                              • Figure 38: Comfort in media content, by area of living, June 2019
                                                                                          • Screen Time and Co-viewing

                                                                                            • Key opportunity
                                                                                              • Parents looking to share experiences with kids
                                                                                                • Figure 39: Attitudes toward sharing family content, June 2019
                                                                                              • Disconnect between what parents and teens think of taste
                                                                                                • Figure 40: Teen and teen parents sharing taste, June 2019
                                                                                              • Seeking distraction on a screen
                                                                                                • Figure 41: Attitudes toward content consumption and screen time, June 2019
                                                                                              • Parents with younger kids more bored with kids entertainment
                                                                                                • Figure 42: Attitudes toward content consumption and screen time, by age of children, June 2019
                                                                                              • What Mintel parents watch with their kids
                                                                                              • Appendix – Data Sources and Abbreviations

                                                                                                • Data sources
                                                                                                  • Sales data
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Mintel parent videos
                                                                                                          • Abbreviations and terms
                                                                                                            • Abbreviations
                                                                                                              • Terms
                                                                                                              • Appendix – The Consumer

                                                                                                                  • Figure 43: Leisure activity participation, 2014-18
                                                                                                              • Appendix – CHAID Analysis

                                                                                                                • Methodology
                                                                                                                  • Figure 44: Attitudes toward family entertainment – CHAID – Table output, June 2019

                                                                                                              About the report

                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                              • The Consumer

                                                                                                                What They Want. Why They Want It.

                                                                                                              • The Competitors

                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                              • The Market

                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                              • The Innovations

                                                                                                                New Ideas. New Products. New Potential.

                                                                                                              • The Opportunities

                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                              • The Trends

                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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