Uploaded September 2025 | Updated September 2026, 3 hours ago
Why is TV a turnoff for 9-12s? Why do they love short videos and what is the secret sauce of hit content for tweens? An expert panel shakes up the misconceptions.
Tweens (children aged 9-12) who watch TV are on track to becoming a critically endangered species.
Research shows that they watch little live TV and the downward trend in the consumption of TV content on other platforms means that soon they might not be watching at all.
If the tweens have been lost from broadcast, where have they gone? What are they watching and what can we learn about how to serve them from the TV shows that still command their attention? In a world fuelled by SVOD, video sharing, social media, video games, apps and smartphones, how does TV content justify a space in a tween’s frenetic media day?
Why is TV a turnoff for 9-12s? Why do they love short videos and what is the secret sauce of hit content for tweens? An expert panel shakes up the misconceptions.
Tweens (children aged 9-12) who watch TV are on track to becoming a critically endangered species.
Research shows that they watch little live TV and the downward trend in the consumption of TV content on other platforms means that soon they might not be watching at all.
If the tweens have been lost from broadcast, where have they gone? What are they watching and what can we learn about how to serve them from the TV shows that still command their attention? In a world fuelled by SVOD, video sharing, social media, video games, apps and smartphones, how does TV content justify a space in a tween’s frenetic media day?
