A couple of months ago I was reading an article on the world’s leading Children Entertainment company, yes that one

I very much liked their approach to monetizing their media properties; treating their “brands as franchises”. This seems the most appropriate way to tackle the ever faster evolving media landscape; build on the questions marks to develop the rising stars to promote buzz and noise and cost effectively promote the cash cows. All the while they seem to be investing in stars bringing on digital and “new media” savvy individuals to build the cash cows of tomorrow.

One of the “questions marks” evolved around mobile and the target demographics consuming entertainment on that new pervasive medium.

Voila, out comes the “Kids and Digital Content” report from NPD. Whilst focussed on the US market it should be a good reference of the opportunity (although in Asia the spend would be a helluva lot lower)

According to the study:

• Kids are downloading per month onto a mobile device
• online video clips 7 times
• music videos 6 times
• music 4 times
• games 3 times
• ring tones/ring tunes 3 times
• Playing games is the most prevalent activity
• 46% and 43% of the kids download ring tones and share pictures/images on cell phones
• 86% of kids who use a PDMP to listen to music
• kids spend $6 to $12 on digital content vs. $13 to $18 on physical content a month