Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- 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
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on family entertainment, April 2021
- Opportunities and challenges
- Families want more digital content
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- Figure 3: Netflix 2021 Film Preview, January 2021
- Streaming services provide convenient viewing
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- Figure 4: Streaming services associations, January 2021
- Multicultural content is a must moving forward
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- Figure 5: What parents want in content – Diversity, January 2021
- Parents have simple intentions when spending time with their family
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- Figure 6: Family entertainment goals, January 2021
- Screen time concerns drive a desire for new solutions
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- Figure 7: Outside the home family entertainment – Participation and future interest, January 2021
The Market – Key Takeaways
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- 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
Families by the Numbers
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- The size of families is shrinking, but intention behind family planning is growing
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- Figure 8: Households, by presence and ages of own children, 2020
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- Figure 9: Composition of family households with own children under 18, December 2020
- US families are becoming more multicultural
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- Figure 10: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
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- Figure 11: Population distribution, by age and race/Hispanic origin, 2021
- Most families speak English, but multilingual households are the future
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- Figure 12: Language spoken at home, January 2021
- The pandemic has different effects on family income
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- Figure 13: Median household income of families with related children, in inflation-adjusted dollars, 2007-19
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- Figure 14: Median household income, by type of household and race and Hispanic origin of householder, 2019
Entertainment Budgets
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- Family entertainment budgets increase with income
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- Figure 15: Family entertainment budget, January 2021
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- Figure 16: Family entertainment budget, by household income, January 2021
- Entertainment budget comparison to last year
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- Figure 17: Budget comparison, January 2021
- Entertainment budgets have increased over the past five years
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- Figure 18: Family entertainment budget, January 2021
Market Factors
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- Impact of COVID-19 on family entertainment
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- 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)
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- Figure 20: Parents’ comfort in activities, indexed to all adults, February 2021
- Learnings from the last recession
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- Figure 21: Consumer spending on recreational items, annual, 2000-19 and Q1 2020
- Children have a say in what the family watches
Market Opportunities
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- Families are struggling to find ways to keep children entertained
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- Figure 22: Struggled to keep my child entertained during the pandemic, January 2021
- Analog brands can capitalize on digital burnout and screen time concerns
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- Figure 23: Screen time, January 2021
- Screen time reminders are more important for younger kids
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- Figure 24: Want more content, by child’s age, January 2021
- Bringing Broadway to the small screen
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- Figure 25: Hamilton on Disney+, June 2020
Competitive Strategies – Key Takeaways
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- Brands promote experiences the whole family can enjoy together
- Families are craving more digital entertainment
- Brands are prioritizing reaching multicultural families
Competitive Strategies
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- Mintel Global Trend Drivers
- Mintel Trend Driver: Experiences
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- Figure 26: Mintel Trend Driver, Experiences
- Nickelodeon partners with CBS and NFL to air Wildcard games and Super Bowl LV
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- Figure 27: Nickelodeon Super Bowl TakeOver! Nick-ified Super Bowl LV Slime-lights, February 2021
- Cinemark offers a special experience through private screenings
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- Figure 28: Private watch party, March 2021
- Baking and cooking kits are an in-home adventure for the whole family
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- Figure 29: Collectibles inside each explorer box, January 2021
- Mintel Trend Driver: Technology
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- Figure 30: Mintel Trend Driver, Technology
- Netflix commits to releasing new movies every week in 2021
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- Figure 31: Netflix 2021 Film Preview, January 2021
- Same-day streaming will be expected
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- 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
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- Figure 33: Chess boards search history trend, January 2020-March 2021
- Animal Crossing is fun for the whole family, near and far
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- Figure 34: Animal Crossing: New Horizons – Nintendo Switch, June 2019
- Gaming brands can expect heightened demand
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- Figure 35: Limited number of PS5 and Xbox Series X announcement, March 2021
- Mintel Trend Driver: Identity
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- Figure 36: Mintel Trend Driver, Identity
- Netflix highlights heritage through international content
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- Figure 37: Mighty Little Bheem Holi Festival of Colors, March 2020
- Disney partners with Translation to prioritize reaching more diverse audience
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- Figure 38: Predictions State Farm + ESPM Commercial (featuring Kenny Mayne), April 2020
The Consumer – Key Takeaways
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- 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
In-home Family Entertainment
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- Digital and analog compete as in-home activities
- Digital activities bring an escape from reality
- Analog activities
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- Figure 39: Family in-home activities, January 2021
- Television remains the most popular device for family entertainment
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- Figure 40: Devices used for watching video, January 2021
- Movie streaming, buying and renting aren’t going away
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- Figure 41: Movie-watching behaviors, indexed to total adults, September 2020
- Families are looking for more ways to watch sports on TV
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- Figure 42: Future of sports attitudes, May 2020
- Video games can be a family experience
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- Figure 43: Attitudes toward video gaming, by age of children, February 2020
- Brand spotlight: Nintendo
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- Figure 44: Nintendo Switch My Way – Super Mario Maker 2
Out-of-home Family Entertainment
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- Out-of-home entertainment suffered but will rebound
- In their own words: comfort returning to out-of-home leisure
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- 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
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- 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
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- Figure 47: Launch day, February 2021
- Movie theater outlook for families
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- Figure 48: Movie-watching behaviors, indexed to total adults, September 2020
- Attending a live sporting event in the next year is polarizing
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- Figure 49: Future of sports attendance behaviors, indexed to total adults, May 2020
Streaming Services
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- Current usage of streaming services
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- Figure 50: Streaming services, January 2021
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- Figure 51: Count of streaming services used, January 2021
- The value of individual streaming services
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- 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
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- Figure 53: Streaming services associations, May 2020
Entertainment Goals
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- Parents have simple intentions when it comes to family entertainment
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- Figure 54: Family entertainment goals, January 2021
- Goals reflect gaps in relationship between children and parents
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- Figure 55: Family entertainment goals, by parent gender, January 2021
- Goals become more passive as children get older
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- Figure 56: Family entertainment goals, by children age, January 2021
Entertainment Content
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- Convenience and nostalgia drive what content consumers want more of
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- Figure 57: What parents want in content, January 2021
- Race and age account for a desire for more diverse characters
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- Figure 58: What parents want in content– Diversity, January 2021
- Children age 6-11 drive desire for more age-appropriate content
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- Figure 59: Age-appropriate content, by age of children, January 2021
- Preferred movie genres for families
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- Figure 60: Favorite movie genres, indexed by total adults, September 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 61: Births, by race and Hispanic origin of mother, 2018-19
- Figure 62: Language spoken at home other than English, January 2021
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- 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
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Appendix – The Consumer
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- Figure 65: Family digital activities, family entertainment goals, January 2021
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- Figure 66: Family analog activities, family entertainment goals, January 2021
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- Figure 67: Repertoire of streaming services, by streaming services, January 2021
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