Event presentation
What does TV even mean to touchscreen natives?
Mobile screens have been their educators, entertainers and nannies. How 6-to-9-year-olds across the Americas actually use screens, and what that means for everyone making TV.
First presented by Adam Woodgate, VP Research Solutions, at Kidscreen Summit 2025
Built on Q4 2024 data from Argentina, Brazil, Canada, Mexico and the US.
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What you get
Six findings that reshape a licensing strategy.
Clarity to shape strategy, foresight to spot opportunity, and data to de-risk decisions.
Meet the touchscreen natives
A global, mobile, social, visual generation that has never known a world without connected screens.
They have access to it all
Device access and ownership among 6–9s across five markets in the Americas, and how time splits between them on school days and weekends.
What they use screens for
YouTube leads daily activity for US 3–12s, and every device has its own job: TV for episodes, tablets for games, phones for chat.
Platform-specific content
Funny clips and music videos dominate YouTube; comedy and animals win TikTok; YouTube and Netflix top the app list everywhere.
Why they watch and play
’It’s where my favourite shows are’ beats parental permission everywhere, and 55% of 6–9s play video games simply because it’s fun.
What it means for TV
Fragmentation is not going away. The winners are shifting from broadcasters to content ecosystems across multiple screens.
“YouTube and TikTok know me better than TV.”
From What Does TV Even Mean to Touchscreen Natives?
What sits behind it
The world’s largest live data source on Gen Alpha, Gen Z and their parents.
Real families surveyed
First-party data points
Global coverage
Always on, ever since
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