How a children’s audio brand found where listening fits in a child’s day.
A children’s audio brand wanted to understand reading and listening as part of a whole day, rather than as a category measured in isolation. That reframes the competitive question entirely.
Category data cannot see the competition
Sales data tells you what sold within your category. It cannot tell you which hour of the day you were competing for, or what a child chose to do instead on the days they did not choose you.
For an audio brand that matters more than most, because listening is rarely the only thing on offer in that moment.
Measure the hour, not just the category
The work covered what children were actually reading and loving, the genres, titles and characters they named as favourites, and their listening habits. Alongside that sat time spent across all daily activities, so audio could be seen in the context of everything competing with it.
Parents were surveyed separately on the same ground, which is where the useful tension usually sits: what a parent believes a child enjoys is not always what the child reports.
A reading and listening picture grounded in real time use
The brand ended up with a reading habits report built on how children genuinely spend their day, rather than on category performance alone.
That informed which stories, formats and characters to invest in, with a clear view of the activities each release was really being chosen over.
Reading does not compete with other books. It competes with a game, a video and a football club, for the same hour. Until you measure that hour, you are optimising against the wrong opponent.
Your next release
Find out what your audience is really choosing between.
Tell us the moment you’re competing for, and we’ll show you who else is in it.