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Screen time
What are Australian children watching? |
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Whether they're 'tooning' in to ABC Kids or grooving along with YouTube, most Australian children look to a screen (or three) for entertainment. And now we have a clearer sense of youngsters' viewing habits, thanks to research released by the Australian Communications and Media Authority (ACMA).
By looking at 2005-2016 OzTAM audience data and surveying parents, carers and guardians in 2017, ACMA has made some key findings about children's television viewing and multi-screen behaviour.
The screen habits of Australian children
Overall, ACMA found that:
- Fewer kids are watching broadcast TV
- ABC channels reach the most child viewers
- 96 per cent of kids watch screen content
- Kids use multiple devices and platforms
- Multi-tasking is common
- Parents like to monitor/limit viewing
Now, let's look at ACMA's key findings in a little more detail.
Children's TV viewing analysis
The OzTAM audience data provides an insight into the broadcast television that kids are watching. ACMA found that:
- There has been a drop in average child audience numbers, with kids representing 11.4 per cent of viewers in 2016.
- Free to air and commercial TV have seen declines, with subscription TV managing to increase viewing levels.
Kids are spending less time watching broadcast TV:
- In 2016, children watched 92 minutes of TV per day, down from 122 minutes in 2005.
- On weekdays and weekends, 8am to 9am and 7pm to 8m is the peak time for children to be watching television.
ABC Kids is popular:
- ABC channels reach more child viewers than the commercial networks.
- In 2016, the ABC attracted the highest audience of children aged 0 to 4, while commercial channels attracted higher ratings for kids aged 13 to 17.
Kids like reality TV, light entertainment and children's programs:
- In 2016, half of the Top 30 TV shows watched by children were children's programs, while in 2013 and 2005, movies were more prevalent.
- Saying that, the Top 5 programs watched by children in 2016 were reality TV or light entertainment. The children's show, Play School Celebrity Covers ranked sixth.
Australian children's programs are more popular:
- In 2016, American shows were most popular for kids aged 5 to 17, while UK programs were most watched by ages 0 to 4. Despite this, the number of Australian programs in the Top 30 increased.
Survey results
The 2017 survey, which involved 1,463 parents, carers and guardians, tells us about the screen habits of children aged 0 to 14. ACMA found that:
Most children watch screen content:
- 96 per cent of children watch TV and other screen content, with 84 per cent watching TV programs, movies, videos or DVDs made for children.
- On average, kids watch 10.6 hours of screen content per week and 6.7 hours of children’s programs.
Children are using multiple devices to watch kids' programs:
- On average, children use 3.2 devices to watch kids' programs.
- The older the child, the more devices they use.
The TV set is the most frequently used device:
- 92 per cent of children watch kids' programs on TV, with 62 per cent using it daily.
- 60 per cent also watch the programs on a tablet, at least weekly.
Children are using multiple platforms to watch kids' programs:
- On average, children use 2.9 platforms to watch kids' programs.
- Only 15 per cent use one platform, with the majority using free online content like YouTube.
Online services are the most frequently used platforms:
- 68 per cent of children watch kids' programs as free online content.
- 47 per cent use an online subscription service, like Netflix or Stan.
- 47 per cent watch free to air TV and 45 per cent watch free to air catch-up services.
Multi-tasking is common while watching kids' programs:
- More than half (55 per cent) of children aged 0 to 14 do other activities on another device while watching kids’ programs. This includes playing games, watching videos, doing homework and browsing the internet.
- The majority (56 per cent) of children multi-task with a tablet and 44 per cent use the TV.
- Multi-tasking increases with age, with 74 per cent of 10 to 14-year-olds using another device while watching kids’ programs.
Parents like to be involved in monitoring/limiting viewing:
- Seven in 10 parents, carers and guardians like to be involved in this way, with most (70 per cent) restricting viewing to a certain channel or programs.
- Parental involvement decreases depending on age, with 86 per cent of parents managing the viewing habits of kids aged 0 to 4, and 46 per cent managing kids aged 10 to 14.
- 83 per cent of parents have rules and regulations in place, and parents decide if content is suitable by looking at the type of program, the time of day and the amount/type of advertising.
Click here for a full copy of the ACMA research and read this CareforKids.com.au article which, discusses the growing influence of devices on very young children.
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