Netflix and DreamWorks want to help parents in their nightly battle of making their kids go to bed on time. Before retiring to bed, most kids want to watch “one more show.” Keeping this problem in view, the streaming video provider and movie studio have come together to give the upper hand to parents.
Nightly battle with kids – a global phenomenon
Netflix has made three new “5 Minute Favorites” based on Dinotrux, which is an animated series. Each is long enough to pacify the kids and satisfy parents, hopefully. Parents need not feel alone when it comes to the sleep-time stall. It is a global phenomenon, according to Netflix. About 61% of parents in countries like the U.S., the U.K., Canada, France, Australia, Brazil and Mexico admitted that their kids made use of creative stalling tactics to avoid going to bed. Netflix commissioned Ipsos Public Affairs for a survey of more than 7,000 parents about the nightly dilemma.
The survey found several interesting findings such as which countries’ kids use creative stalling tactics more often (66% vs. the 61% global average). Also the longest time for going to bed is taken by U.S. kids (19.3 minutes vs. 17.5 minutes globally). French parents spend just 12.3 minutes on average to get their kids to bed.
Netflix’s survey found that U.K. parents are more likely to offer bribes to their kids for going to bed with promises such as letting them stay up later on the weekend or with food or snacks. Mexican kids make use of cute stalling tactics, because of which their parents often let them stay up a bit longer (60% vs. 41% globally).
Netflix’s short episodes – will parents approve them?
A Nielsen report studied consumers from over 100 countries and concluded that TV viewing among kids is at an eight-year high. The survey found that children in the age group of two to five spend 32 hours on average watching TV, while those in the age group of six to 11 spend 28 hours a week in front of the TV.
Some parents might see short Netflix’s short episodes as a solution to the nightly battle with their kids, but it might not be suitable to all. There will be many parents who disapprove the idea of allowing more screen time to their children, especially before bed, even if it’s just five minutes.