普华永道：2019全球儿童数字媒体报告（英文版）(18页).pdf

1、Kids digital media report 2019 May 2019 Commissioned by PwC Summary findings Kids Digital Media Report | 2019 2 Kids digital advertising spend is distributed across a range of platforms, including: kids broadcasters, VOD platforms, search engines, social media, YouTube, and a broad range of publishe

2、rs/ networks Over the course of the forecast period, 2018-21, we anticipate global kids digital advertising spend accompanying compliant content to overtake YouTube, growing to nearly 30% share by 2021 The rollout of GDPR in Europe (with its GDPR-K kids component) has accelerated the understanding o

3、f compliance globally beyond major brands and is supporting growth in the emerging kidtech sector Additionally, current activity in the US indicates that COPPA (Childrens Online Privacy Protection Act) regulation may be extended to 16 year olds (up from 13 today) and that other countries, such as Ch

4、ina and India, are planning to legislate similar laws; these actions would expand the market size and growth trajectory, to govern the digital privacy of c.800m kids by 2021 (vs. c.130m today). We have not accounted for these extensions in our estimated market forecasts We estimate that the global k

5、ids digital advertising market will continue to grow in excess of 20% p.a. (2018-21). We estimate the market will be worth c.$1.7bn by 2021 As kids media and content is increasingly consumed via desktop, mobile and tablet devices, we expect brands to move more advertising spend onto these digital pl

6、atforms, and shift spend away from traditional (non-digital) channels Additionally, increasing regulatory requirements and awareness of the benefits of compliance support a shift in spend towards dedicated kidtech players Note: throughout this report, we use compliant to refer to products, services