The Institute of Modern Media (MOMRI) by request of “Digital television” (VGTRK) examined the characteristics of media behavior of children. The results of the study were presented at the conference CSTB.Telecom&Media’2018.

Now in Russia there are 22.6 million children under the age of 12, it is 15.6% of the total population of Russia. In coming years the number of children will exceed 23 million.

For the modern child it is typical early start of using digital devices and high variability of media behavior, according to the study. The survey was attended by about 300 parents of children from 3 to 10 years, living in the cities with million and more citizens.

Most children in Russia were born and grow up in households where there are two TV, Internet access, tablet, smartphone, computer, laptop, DVD, game console, etc. According to their parents, the main free time activities for modern toddlers — walking and playing outside, watching cartoons/shows on TV, tablet or phone, role games (kitchen, dolls, cars, knights), art (sculpture, drawing, singing, design), reading, listening to music, dancing and sport, help around the house, mobile games, and learning lessons on tablet and at home, passive rest.

The average time of watching of the children’s audience is stable over the last years — preschoolers watch TV more than two hours a day (138 min in group 4-7 years). Time of watching for school students decreased in 2017, but also high enough: 138 minutes at the age of 8-10 years, 112 minutes at the age of 11-17 years. Audience 4-10 years is the leader in duration of watching of thematic channels (watching longer than older category).


The authors of the study also named the top 10 channels for kids on YouTube in Russian.
1. GetMovies – 14 869 366 028 views
2. Masha and the Bear (Masha e Medved) — 14 341 898 743
3. Luntik — 6 239 705 291
4. Teremok TV — 4 513 297 185
5. Mister Max — 4 473 217 929
6. Miss Katy — 4 326 983 760
7. Barboskiny — 4 118 677 472
8. Fixiki — 3 816 756 591
9. ELLO — 3 218 563 378
10. Vlad CrazyShow — 3 074 124 731

Every fifth child 0-3 years has his own TV or one that he can watch. At the age of 4-12 years half of the children have their own TV. Every fifth child in Russia has provided by parents opportunity to watch his own channel package (19%).

According to Kirill Tanayev, Director of the Institute of modern media (MOMRI), despite the fascination with gadgets, many children continue to watch TV more than 2 hours a day. In 2017, the overall time of watching TV has decreased everywhere except in children’s groups and 50+.

“Children audience responding positively to new proposals and is one of the main drivers of the television industry, — the expert believes. Now in Russia there is first appeared generation (5-12 years) for which TV did something special — channels like “Carousel”. Kids grow, and in the next 5-10 years will move to other age groups for which TV makes very little content. The main challenge for TV – will the industry be able to offer them something of same quality as for children”

SOURCE: Adindex