Providing the most comprehensive and up-to-date information and analysis of the US Family Entertainment market, including the behaviours, preferences and habits of the consumer.

Families have been incredibly focused on in-home and digital entertainment over the past year, with COVID-19 forcing most out-of-home entertainment venues and retail spaces to close or operate under heavy restrictions. Streaming services have seen a major boost, thanks to their convenience and time spent in the home, creating opportunities to innovate into streaming theatre shows at home.

However, as restrictions lift and the pandemic subsides, families will be looking for more out-of-home experiences. 70% of adults with children in the household report wanting to spend more time with family, with a desire to laugh and relax after the incredible stress from the last year.

While pent-up demand will help to fuel market recovery, the economic uncertainties thanks to unemployment and furloughing throughout 2020 will cause families to limit their impulse spending. Family entertainment brands will have to focus on more lighthearted, novel content, especially activities away from screens that helps bring families together.

Read on to discover more details or take a look at all of our US Leisure Time market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the family entertainment market.
  • Effects of the recession on family entertainment budgets.
  • Participation in in-home and out-of-home family entertainment activities.
  • Parents’ goals for family entertainment.

Covered in this report

Brands: Disney (Disney+), Nickelodeon, Cinemark, Eat3explore, Netflix, HBOMax, Nintendo, Mojo, Hulu, Amazon (Amazon Prime), Apple TV, Peacock Network, CBS All Access (Paramount+).

Expert analysis from a specialist in the field

Written by Ariel Horton a leading analyst in the Leisure & Media sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Families are an engaged audience and are looking for entertainment they can enjoy together in every form. They want a balance of digital and analog entertainment while cooped up at home, and they are eager to return to out-of-home entertainment activities as soon as it feels safe. With the weight of the last year being felt by all family members, it will be important to keep things lighthearted and fun regardless of the activity.

Ariel Horton
Lifestyle and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Family entertainment budget, January 2021
    • Impact of COVID-19 on family entertainment
    • Vaccine provides hope and optimism for parents
    • Budgets will be impacted by unemployment
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on family entertainment, April 2021
    • Opportunities and challenges
    • Families want more digital content
      • Figure 3: Netflix 2021 Film Preview, January 2021
    • Streaming services provide convenient viewing
      • Figure 4: Streaming services associations, January 2021
    • Multicultural content is a must moving forward
      • Figure 5: What parents want in content – Diversity, January 2021
    • Parents have simple intentions when spending time with their family
      • Figure 6: Family entertainment goals, January 2021
    • Screen time concerns drive a desire for new solutions
      • Figure 7: Outside the home family entertainment – Participation and future interest, January 2021
  3. The Market – Key Takeaways

    • Changing landscape of families
    • Entertainment budgets continue to rise
    • Families have felt the impact of COVID-19 on their entertainment options
    • More screen time offers opportunities
  4. Families by the Numbers

    • The size of families is shrinking, but intention behind family planning is growing
      • Figure 8: Households, by presence and ages of own children, 2020
      • Figure 9: Composition of family households with own children under 18, December 2020
    • US families are becoming more multicultural
      • Figure 10: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
      • Figure 11: Population distribution, by age and race/Hispanic origin, 2021
    • Most families speak English, but multilingual households are the future
      • Figure 12: Language spoken at home, January 2021
    • The pandemic has different effects on family income
      • Figure 13: Median household income of families with related children, in inflation-adjusted dollars, 2007-19
      • Figure 14: Median household income, by type of household and race and Hispanic origin of householder, 2019
  5. Entertainment Budgets

    • Family entertainment budgets increase with income
      • Figure 15: Family entertainment budget, January 2021
      • Figure 16: Family entertainment budget, by household income, January 2021
    • Entertainment budget comparison to last year
      • Figure 17: Budget comparison, January 2021
    • Entertainment budgets have increased over the past five years
      • Figure 18: Family entertainment budget, January 2021
  6. Market Factors

    • Impact of COVID-19 on family entertainment
      • Figure 19: Short-, medium- and long-term impact of COVID-19 on family entertainment, April 2021
    • Immediate impacts (2020)
    • Short term (2021)
    • Recovery (2022-2025)
      • Figure 20: Parents’ comfort in activities, indexed to all adults, February 2021
    • Learnings from the last recession
      • Figure 21: Consumer spending on recreational items, annual, 2000-19 and Q1 2020
    • Children have a say in what the family watches
  7. Market Opportunities

    • Families are struggling to find ways to keep children entertained
      • Figure 22: Struggled to keep my child entertained during the pandemic, January 2021
    • Analog brands can capitalize on digital burnout and screen time concerns
      • Figure 23: Screen time, January 2021
    • Screen time reminders are more important for younger kids
      • Figure 24: Want more content, by child’s age, January 2021
    • Bringing Broadway to the small screen
      • Figure 25: Hamilton on Disney+, June 2020
  8. Competitive Strategies – Key Takeaways

    • Brands promote experiences the whole family can enjoy together
    • Families are craving more digital entertainment
    • Brands are prioritizing reaching multicultural families
  9. Competitive Strategies

    • Mintel Global Trend Drivers
    • Mintel Trend Driver: Experiences
      • Figure 26: Mintel Trend Driver, Experiences
    • Nickelodeon partners with CBS and NFL to air Wildcard games and Super Bowl LV
      • Figure 27: Nickelodeon Super Bowl TakeOver! Nick-ified Super Bowl LV Slime-lights, February 2021
    • Cinemark offers a special experience through private screenings
      • Figure 28: Private watch party, March 2021
    • Baking and cooking kits are an in-home adventure for the whole family
      • Figure 29: Collectibles inside each explorer box, January 2021
    • Mintel Trend Driver: Technology
      • Figure 30: Mintel Trend Driver, Technology
    • Netflix commits to releasing new movies every week in 2021
      • Figure 31: Netflix 2021 Film Preview, January 2021
    • Same-day streaming will be expected
      • Figure 32: Wonder Woman 1984 in theaters and exclusively on HBO Max, December 2020
    • Video content can lead to interest in other family entertainment activities
      • Figure 33: Chess boards search history trend, January 2020-March 2021
    • Animal Crossing is fun for the whole family, near and far
      • Figure 34: Animal Crossing: New Horizons – Nintendo Switch, June 2019
    • Gaming brands can expect heightened demand
      • Figure 35: Limited number of PS5 and Xbox Series X announcement, March 2021
    • Mintel Trend Driver: Identity
      • Figure 36: Mintel Trend Driver, Identity
    • Netflix highlights heritage through international content
      • Figure 37: Mighty Little Bheem Holi Festival of Colors, March 2020
    • Disney partners with Translation to prioritize reaching more diverse audience
      • Figure 38: Predictions State Farm + ESPM Commercial (featuring Kenny Mayne), April 2020
  10. The Consumer – Key Takeaways

    • In-home family entertainment has long-term appeal
    • Out-of-home family entertainment will rebound
    • New movie releases will need a dual approach
    • Streaming services are the cornerstone of digital entertainment
    • Diverse characters are desired
    • Lighthearted entertainment is desired
    • The goal of family entertainment is simple
  11. In-home Family Entertainment

    • Digital and analog compete as in-home activities
    • Digital activities bring an escape from reality
    • Analog activities
      • Figure 39: Family in-home activities, January 2021
    • Television remains the most popular device for family entertainment
      • Figure 40: Devices used for watching video, January 2021
    • Movie streaming, buying and renting aren’t going away
      • Figure 41: Movie-watching behaviors, indexed to total adults, September 2020
    • Families are looking for more ways to watch sports on TV
      • Figure 42: Future of sports attitudes, May 2020
    • Video games can be a family experience
      • Figure 43: Attitudes toward video gaming, by age of children, February 2020
    • Brand spotlight: Nintendo
      • Figure 44: Nintendo Switch My Way – Super Mario Maker 2
  12. Out-of-home Family Entertainment

    • Out-of-home entertainment suffered but will rebound
    • In their own words: comfort returning to out-of-home leisure
      • Figure 45: Outside the home family entertainment – Participation and future interest, January 2021
    • Eating at a sit down restaurant is convenient
    • Nature activities rise in popularity
    • Visiting museums, theme parks and water parks will rebound
      • Figure 46: Disney magic mobile service, March 2021
    • Special events have a long road to recovery
    • Participation in sports and classes should continue to offer virtual options
    • Brand spotlight: Mojo
      • Figure 47: Launch day, February 2021
    • Movie theater outlook for families
      • Figure 48: Movie-watching behaviors, indexed to total adults, September 2020
    • Attending a live sporting event in the next year is polarizing
      • Figure 49: Future of sports attendance behaviors, indexed to total adults, May 2020
  13. Streaming Services

    • Current usage of streaming services
      • Figure 50: Streaming services, January 2021
      • Figure 51: Count of streaming services used, January 2021
    • The value of individual streaming services
      • Figure 52: Streaming services associations, January 2021
    • Netflix
    • Disney+
    • HBO Max
    • Apple TV+
    • Amazon Prime Video and Hulu
    • Peacock
    • CBS All Access, now Paramount+
    • Ample opportunities for streaming services
      • Figure 53: Streaming services associations, May 2020
  14. Entertainment Goals

    • Parents have simple intentions when it comes to family entertainment
      • Figure 54: Family entertainment goals, January 2021
    • Goals reflect gaps in relationship between children and parents
      • Figure 55: Family entertainment goals, by parent gender, January 2021
    • Goals become more passive as children get older
      • Figure 56: Family entertainment goals, by children age, January 2021
  15. Entertainment Content

    • Convenience and nostalgia drive what content consumers want more of
      • Figure 57: What parents want in content, January 2021
    • Race and age account for a desire for more diverse characters
      • Figure 58: What parents want in content– Diversity, January 2021
    • Children age 6-11 drive desire for more age-appropriate content
      • Figure 59: Age-appropriate content, by age of children, January 2021
    • Preferred movie genres for families
      • Figure 60: Favorite movie genres, indexed by total adults, September 2020
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Direct marketing creative
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – The Market

      • Figure 61: Births, by race and Hispanic origin of mother, 2018-19
      • Figure 62: Language spoken at home other than English, January 2021
      • Figure 63: Consumer spending on cable, satellite, other live TV; video/audio streaming and rental, annual, 2000-19 and Q1 2020
      • Figure 64: Consumer spending on video and audio streaming and rental, 2000-19 and Q1 2020
  18. Appendix – The Consumer

      • Figure 65: Family digital activities, family entertainment goals, January 2021
      • Figure 66: Family analog activities, family entertainment goals, January 2021
      • Figure 67: Repertoire of streaming services, by streaming services, January 2021

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