December 2014
From the May 2014 “Web Survey on Young Children’s Viewing Status of Recorded Programs and DVDs”
Yuriko Anraku
The findings of annual “Rating Survey on Young Children’s TV Viewing” indicate that the time spent for watching TV in real time has been decreasing among young children (preschoolers) while the time spent for watching recorded programs or DVDs increasing since 2012. In response to this trend, the NHK Broadcasting Culture Research Institute conducted a web survey on young children’s viewing status of recorded programs, DVDs, and Internet videos. The survey was carried out via the Internet for four days from May 23rd (Fri.) to 26th (Mon.), 2014, targeting “young children who watch recorded programs or DVDs more than four days a week” among children aged one through six living in the Tokyo metropolitan area.
The result of the survey show that frequently-replayed ‘recorded programs’ differ by age bracket: Peek-a-boo! (NHK ETV) among one-year olds and Youkai Watch (TV TOKYO) among five- and six-year olds. The ways they enjoy these programs also differ, with Youkai Watch being frequently replayed right after the real-time broadcast while Sazae-san (Fuji TV) being less replayed despite its high ratings for real-time viewing.
As to ‘DVDs and pay programs,’ “learning materials for preschoolers” had a relatively high reach among one- through three-year olds. The reach for ‘content on digital screen” such as Internet videos is slightly higher among 2-year olds than other age brackets; the use of “videos other than TV programs” and “websites and apps for preschoolers” is observed.