Media planning

Our survey and analytics tools help you identify popular content and key touchpoints, connecting the dots to optimise your content ideation, acquisition, and distribution strategies.

• WHAT ARE KIDS WATCHING? UNDERSTAND YOUR TARGET AUDIENCE'S TASTE TO CREATE/ACQUIRE CONTENT THAT MATTERS TO THEM

1. First, let's dive into the questions that are going to give us the insights we're looking for. "IN FOCUS" is a good start; you can access it from the Audience Segmentation Tools page (light blue icon on the left-side bar).

Here you can choose which country, question category, and specific question from the chosen category you want to analyse demographic data of. 
 
2. Click on the drop-down menu to pick which of the countries you are subscribed to you want to analyse. For this example, we'll pick the UK.

3. Choose the question group - for this example, we'll focus on identifying the most popular characters among teens in the UK.

To find character-related questions, we'll pick the question group "CHARACTERS".
 
4. Choose the question - to analyse characters' popularity, we can pick "Which of these characters do you like?"

5. Adjust the filters.

6. This over time line chart shows monthly shifts in popularity; you can compare multiple answers by clicking on this drop-down menu.

Now we know that the top IPs in the UK, among teens, between March-May 2025 are:

- Spider-Man: 32.8%

- Harry Potter: 28.9%

- Iron Man: 26.4%

To track the popularity of less prominent IPs over time, click their bar in the chart or select them from the drop-down menu in the line chart (see point 6).

7. Edit the filters to analyse other questions! To understand what kids are enjoying watching the most, we can use the question "What are your favourite TV shows?" from the "TV/VOD" question category.

Top results:

- Stranger Things: 9.6%

- Doctor Who: 4%

- The Simpsons: 3.5%

Taken together with the top liked characters chart, the data indicates that UK teens may favour sci-fi and fantasy genres.

• WHERE ARE KIDS WATCHING CONTENT? DISCOVER THE MOST EFFECTIVE TOUCHPOINTS TO ENSURE THAT YOUR CONTENT REACHES YOUR TARGET AUDIENCE

To find that out, we can simply change the question from the same question group and select "Have you watched any of the following in the last 4 weeks?".

What it tells us is that the most popular TV platforms/channels among UK teens at the moment are:

- Netflix: 51.4%

- YouTube: 36.8%

- Disney+: 35.9%

the most popular TV channel being BBC One, at 18.6% (#7 in the chart).

By tracking the popularity of streaming platforms (including YouTube) and traditional TV, our data can help inform your distribution and advertising strategies.

Watch the video tutorial below to make the most of IN FOCUS:

• HOW ARE KIDS CONSUMING CONTENT? IDENTIFY THE MOST USED DEVICES TO CAPTURE KIDS' ATTENTION

The "DEVICES" question group provides insights into device ownership/access, usage, and frequency.

Let's look at device ownership/access first! Select the question "Which of these devices do you have access to or own?" from the "DEVICES" question category.

8. Click on the drop-down menu to pick between 11 different devices!

Now we know that 65% of teens in the UK own a tablet... but what do they do with it?

To dive into device usage, we'll need to change the question to "What do you use each of your devices for?" from the drop-down menu on the top-right side of the screen.

"Watching content" is the reason why UK teens use tablets, holding the top spot along with "Chatting Messaging" at 32.6%.

On the other hand, 28.4% of them use tablets to watch YouTube, suggesting that teens are more likely to consume content on other platform such as Netflix (i.e. those we identified earlier)!

Now that you've learned the basics to use our data to support your media planning, you might want to also look into how the data we've seen so far has changed between two specific points in time to spot shifts in media habits; to do so, check out our guide on identifying & tracking trends!