2022
9
UK Media Trends – Spring 2022
2022-03-16T03:05:49+00:00
OX1100877
2195
148847
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Report
en_GB
“While there was a lot of pushback regarding the Instagram for Kids concept, the high use of social media among children, including young children, is requiring more action from platforms…

£ 2,195 (Excl.Tax)

Report Summary

“While there was a lot of pushback regarding the Instagram for Kids concept, the high use of social media among children, including young children, is requiring more action from platforms to ensure a safe environment for their youngest users. Parents will increasingly demand the introduction of more tools and features that help them monitor and control their children’s social media use.”

– Rebecca McGrath, Associate Director for Media and Technology, February 2022

This report covers the following issues:

  • Trends in purchasing of media content.
  • Trends in media activities and use of devices.
  • Parents’ purchasing of media content for their children.
  • Children’s use of social media and how parents monitor this behaviour.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • COVID-19: market context
          • Economic and other assumptions
            • Products covered in this Report
              • Related Reports
              • Executive Summary

                  • The consumer
                    • Impact of print advertising can be boosted by further linking print and digital content
                      • Figure 1: Physical media purchases, 2017-22
                    • TikTok drives book sales among younger people
                      • Figure 2: Physical media purchased for children, 2022
                    • Number of people purchasing e-books falls
                      • Figure 3: Media downloads, 2017-22
                    • Cinema tickets with download codes will appeal to parents
                      • Figure 4: Media downloads for children, 2022
                    • Video subscriptions market cools following pandemic boom
                      • Figure 5: Media subscriptions, 2017-22
                      • Figure 6: Print media subscriptions, 2017-22
                    • Netflix ramps up focus on children
                      • Figure 7: Media subscriptions for children, 2022
                    • Success of Times Radio shows potential of newspaper radio stations
                      • Figure 8: Free media activity, 2017-22
                      • Figure 9: Free media activity, 2017-22
                    • Wordle’s daily completion encourages people to play
                      • Figure 10: Devices used for media activities, 2022
                      • Figure 11: Devices used for viewing, 2022
                    • Most parents are monitoring and restricting their children’s social media use
                      • Figure 12: Children’s social media use, 2022
                      • Figure 13: Parental restrictions on children’s social media use, 2022
                  • Physical Media

                    • Print books expected to have strong year in 2022
                      • Waterstones is in talks to buy Blackwell’s
                        • Figure 14: Physical media purchases, 2017-22
                        • Figure 15: Physical media purchases (NET), 2017-22
                      • Supermarkets stop selling DVDs and CDs adding to the formats’ woes…
                        • …but there will remain a market for physical music and video media
                          • Further connecting print and digital content will boost the value of print advertising
                          • Children’s Physical Media

                            • TikTok drives book sales among younger people
                              • Short video reviews can be very influential
                                • Figure 16: Physical media purchased for children, 2022
                                • Figure 17: Physical media purchased for children, by parents who purchased each type of media, 2022
                              • Parents’ inclination to buy print magazines for their children points to potential gap in the newspaper market
                                • Physical media will continue to appeal to parents as it offers greater control
                                • Media Downloads

                                  • Little change expected in the number of people purchasing digital downloads
                                    • Figure 18: Media downloads, 2017-22
                                    • Figure 19: Media downloads (NET), 2017-22
                                  • Fewer people are purchasing e-book downloads
                                  • Children’s Media Downloads

                                    • Cinema tickets with download codes should appeal to parents
                                      • Figure 20: Media downloads for children, 2022
                                      • Figure 21: Media downloads purchased for children, by parents who purchased each type of download, 2022
                                    • Launch of Kindle Paperwhite for kids could encourage more e-book downloads
                                    • Media Subscriptions

                                      • Video subscriptions market cools following pandemic boom
                                        • Competition heats ups
                                          • Figure 22: Media subscriptions, 2017-22
                                        • Dramas key to attracting Baby Boomers
                                          • Figure 23: Users of video streaming subscription services, by generation, 2022
                                        • Apple Music offers cheaper option to attract more subscribers
                                          • Penetration of newspaper and magazine subscriptions edges up
                                            • Figure 24: Print media subscriptions, 2017-22
                                          • Income squeeze could limit digital subscription market
                                            • Figure 25: Media subscriptions (NET), 2017-22
                                            • Figure 26: Repertoire of media subscriptions, by household income, 2022
                                        • Children’s Media Subscriptions

                                          • Netflix ramps up promotion to children
                                            • Figure 27: Media subscriptions children use, 2022
                                            • Figure 28: Media subscriptions children use, by use of each media subscription by parents, 2022
                                          • More family-oriented plans will be effective for video game subscriptions
                                            • Child-friendly smart speakers could increase music streaming service use among young children
                                            • Free Media Activities

                                              • Success of Times Radio shows potential of newspaper radio stations
                                                • Figure 29: Free media activity, 2017-22
                                              • BBC Three returns to Freeview TV
                                                • Podcast listeners appear accepting of a paid element
                                                  • Figure 30: Free media activity, 2017-22
                                              • Devices Used for Media Activities

                                                • Netflix’ move into gaming could further broaden appeal of mobile gaming
                                                  • Wordle’s daily completion encourages people to play
                                                    • Figure 31: Devices used for media activities, 2022
                                                  • Sky adapts to streaming era with own range of smart TVs
                                                    • Figure 32: Devices used for viewing, 2022
                                                • Children’s Social Media Use

                                                  • High use of social media among children adds to wellbeing concerns
                                                    • People push back against Instagram for kids
                                                      • Figure 33: Children’s social media use, 2022
                                                    • Giving parents more tools to monitor social media use
                                                        • Figure 34: Parental restrictions on children’s social media use, 2022
                                                      • Making a kids’ social media platforms palatable
                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                          • Abbreviations
                                                            • Consumer research methodology

                                                            About the report

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