The Metaverse mip Trends - MIPJunior

mip Trends The Metaverse

                in partnership with

The Metaverse
                OVERVIEW
                     The 2020s media buzzword is ‘metaverse’. Or is it
                     ‘Mediaverse’? ‘Multiverse’? Whichever…what does it mean
                     and is there a place for television?

                     Dubit Trends asked kids 2-15 in five countries to list their
                     favourite things at that moment. They named over 1,600
                     distinct brands. That’s kids’ ‘Mediaverse’ and it’s evolving
                     into a global, immersive ‘Metaverse’ – a space to play, watch,
                     socialize, learn, shop and more. Most important, in the
                     metaverse kids are co-creating the worlds and narratives.

                     To forecast where we’re going, we need to understand
                     young people’s current relationship with brands, including
                     their desire to engage across all platforms. Everything
                     competes with everything and they decide where they can
                     best fulfil their needs in the moment: game or video; tablet,
                     smartphone or TV; alone or social; consuming or creating.

                     Dubit’s Adam Woodgate explores where the youth audience
                     is now, where they’re headed, and how to be ‘Metaverse
                     ready’.
mip Trends                                                              The Metaverse
                 2

Metaverse… Mediaverse… Multiverse - are you ready, what does it all mean and when                                      ‘Kids Mediaverse’
we get there will there be a place for television?                                                                     When we launched Dubit Trends - a 20-country continuous touchpoint survey of 2-15 year olds’ use of media,
According to David Baszucki, CEO and Founder of Roblox, “The metaverse is arguably as big a shift in                   entertainment and technology - one key objective was to understand their passion for brands and content,
online communications as the telephone or the internet.”                                                               and how they consume those specific brands. So we ask them to tell us their favourites across different
You will most likely have heard a lot of ‘noise’ about the Metaverse right now - the pandemic with its lock-           platforms: games, apps, social, TV, movies, books, etc.
downs and stay home orders seems to have surfaced a new buzzword to describe the evolving direction of
children and their online behaviours. Isn’t the Metaverse just the latest in a long line of terms that basically
mean the extension of brands onto additional or emerging platforms? After all, before now we’ve had ‘Trans-
media’ and ‘360 commissioning’.
‘Transmedia’ was defined as telling a single story or creating a story universe across multiple platforms
and formats, with each expression uniquely adapted to the specific technology. ‘360 commissioning’ was
a demand from broadcasters that new programming should be ‘multi-platform,’ in order to reach children
wherever they turned. By definition, ‘360 commissioning’ was driven from the perspective of content crea-
tors, as opposed to satisfying the ways children wanted and expected to engage with their favourite stories
and characters. With the metaverse, the roles are reversed: it’s the audience - children and teens - taking the
medium into their own hands and co-creating the narrative.
To understand where we are going, we need to understand kids’ relationship with brands.

CONTENTS
> ‘Kids Mediaverse’
> Age is fundamental in brand engagement
> What is the Metaverse?
> What does a Metaverse mean for children and teens?
> Getting ready for the Metaverse
> Why is it coming to the fore now?
> Children and the Metaverse                                                                                           The number of different brands mentioned in our most recent study can be seen in the table above. It’s amaz-
                                                                                                                       ing how many different (unique) brands are mentioned. Kids in the US stated the highest number of brands,
> Roblox - Proto-Metaverse:                                                                                            by contrast French children named the fewest number.
                                                                                                                       In order to get a measure overall popularity, we de-duplicate any brands named on multiple platforms (e.g.,
> How brands originating in television can find their place in the Metaverse
                                                                                                                       games, books, movies, etc.), so only count that brand once. This reveals the ‘long tail’ of kids’ content. Right
> How Media Owners and Content Creators Can Be Metaverse Ready                                                         now more than 1,600 distinct brands make up what Dubit has long been calling the ‘Kids’ Mediaverse’.

mip Trends                                                                                                                                                                                                             The Metaverse
                                                                                                                   3

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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                TalentGuy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Disney  BossLeapfrog
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Mandalorian          Baby
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Junior
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   TheSofia   Peter
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Wild   the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Play   Rabbit
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Kratts
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     First
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Kids
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       The Blue Planet / The        Striscia Blue       la     notizia
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Planet
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Koh-Lanta
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Famiglia           2
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    National Basketball Association                                  MTV
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Vans
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 (NBA)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Shrek
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Domingão         Raven's EastEnders
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      The Faustão  Flash
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Home

                                                                                                                                                                                                                                                                                                                                                   Dubit Trends/MIP TV/MIP Trends
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                CSI Google(Any
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  doHangout   Cluedo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       mention)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Vampirina
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Nouvelle
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Kally's         mashup VTech
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Zoom Star
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Programa
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Microsoft      messenger     SilvioQuotidien
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Garfield
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Santos
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                (MSN)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Game       Lego        Thrones
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Friends
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            ZapZap
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    of Outlook
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Farm          Heroes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Fidget    Hello
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Fruit   spinner Kitty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Saga
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Ninja
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           The             Doctors
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          ITV
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Revenant
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Zoolander       Hub
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Wonder      Risk         (game)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          WomanTwitch
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 ABC's
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Need for
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Grey's          Meccano
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Star
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Anatomy  SpeedTrek
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Crossy            Jessie
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Yahoo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Neto
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Road
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Rubik's Cube               / Luccas
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Go, Rubik's
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Lionel  Nick
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Diego,          App
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     race
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Messi Go!
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Bob        the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              James
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Monsters        Builder
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Bond
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Vimeo  Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Maman        &   Ich      (Mère     JoJo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Tagesschau   et     Siwa
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Fille)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Avatar
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Ben and  Detetives Sylvanian
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Holly's         do Prédio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Little          Bowling
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Families
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Kingdom       Azul

                                                                                                                                                more - 32% in the UK.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Bubble
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          We       Bare  Guppies
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Moana Vevo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Bears
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Any              Granny
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Avengers  CBBC
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Itunes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Superhero       Zig
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               TV             Sharko
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        &movie(s)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Octonauts
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Globinho
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             The        Muppets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Boomerang           Thor
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Ninja
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                AmericanManga  Doctor The  / AnimeDeep
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Girl/Doll Who
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Castelo      Doc            Playstore
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   McStuffins
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Rá-Tim-Bum
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  TheVictoria Rookie
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             GeorgeFlash LG
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Wreck-It
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Under  Teletubbies
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       LaArmour  Ralph
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               pimpa
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Yüksek                   Gucci
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Sosyete
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      SmallvilleEliana
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Waffle
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Movie Lightning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  theaters/   Wonder  McQueen
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Cinema    Dog
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  IMVU
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    The Les Superminikeums
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Jungle
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Cara             Book
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Wings!Cara
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Oggy and the                  Max   Peter
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Cockroaches            Line
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Pan
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Ruby
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Buzz
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Black      The     &aCube
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Lightyear
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Supernatural Panther
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Match
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Night   ofat   the  the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              PitchDay/MOTD
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Museum   Annie
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Perfect
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             In the Zombie  Night            Garden
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Pacman
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         tsunami        Rio
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Asphalt          Supernanny
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 (combined)        Ludo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                MASH
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Guardians of the Galaxy           PollyThePocket     News
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              /Chase
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Squishies   Groot
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Something Special/Mr               Action
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Blue's      Tumble   Man
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Clues
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   NCIS
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 GuessFormula
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Riverdale    Who
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Arrow       1
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Five Nights at Steven   Freddy's               (FNAF)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Universe Globo  Wii
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Australian Football League                   Scrabble
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Orange  HBO
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   (AFL)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Burger
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Hoverboard   Smurfs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Pocoyo Quiz
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Spinning top / Spinner Oui           / Fidget
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Young The spinner
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Oui  TV        Justice
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Cultura
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          (Noddy)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             National Football              League
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Coin
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              The     Manicraft   (NFL)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Master
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Blacklist
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           National
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Temptation       Geographic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Encrenca
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Bunk'd
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Island
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Walking   London  with  Home
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Finding  has
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Dinosaurs    alone
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  fallen
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Dory
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               CBeebies Mortal          Playtime
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    TinkerKombatNestléBell

                                                                                                                                                                                                                                                                                                                                                                                    (Base: 2-15 years old | BR 1003 | FR 1010 | IT 1029 | UK 1159 | US 1592)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            The
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Vendredi,       Legend
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Ariana
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        tout        est   of
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Nine-Nine    Zelda
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Grande
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              permis
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Hora    doBrooklyn
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Faro/         Rodrigo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Cicciobello             Le      Faro
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   (doll)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     iene
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Halo
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Friday   Assassin's
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Night               creed
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Direct
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Dinner
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Bigheads
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          BeautyWhere's    and
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Game
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     My
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Star       Beast
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Shakers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Perry?
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Wars
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     (Workout)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               / Funko          Office
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Sirene
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Game
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Criminal
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Coronation          Victorious of Pop
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Minds
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Street Life
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               EA / Electronic Arts (EA            The
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Games,        Good  EA        Doctor
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Hollyoaks
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Sports)
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               10    Cloverfield    Got
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Angry
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Creed               Talent
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Lane
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Birds
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Rocky
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Nemo/ Finding        Castle    Pandora
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             /Martin
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Clash
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Pirates of the                  Duolingo
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Supergirl      PES
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Junior MasterChef/Masterchef                     Max
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Disney
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Zombies Junior
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Steel XD
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          The
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        House FullerGoldbergs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Mr.       House
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Robot
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Cards
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Science        Big
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          XBrother Sega
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             The  Phineas
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Clementoni  My      Ferb
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Ball  Roblox is
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Pool
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Fever   us
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Littlest           Pet
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Bakugan   Levi's
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Shop

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Brazil
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Dalmatians  Vikings
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Ant-Man     Chef
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Boomerang
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         101Madagascar
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 PixelsTed
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Mais VocêBubble (Ana            Witch
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         That        '70s   Snoopy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Network
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Little          People
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Catfish: The        MagformersTV
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Showtime      ShowOlaf
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Baby Looney   Alien  Dance
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Am a Singer/Singer
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Merlin
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Pica-Pau
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Battlefield series)
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Melissa Locke    Beyoncé
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Doug Key
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Manor
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                VeggieTales       Piece
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Pinball
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 The Most Popular Brands and Content

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Bendy and the ink                 WWE The
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Raw
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Bugs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Chapolin            Gold
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Chicago   Colorado   Rush
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             S.W.A.T  Fire
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Attack
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          on Titan
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Princess
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               2Houseparty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Broke
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Fun         Girls
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Carros
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Run
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  The Transformers          Boliche
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Gameloft Zynga
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Barney / Barney                   All     Access
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      All4
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Crunchyroll
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Dad's        &
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Grandpa    Dogs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Army
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Fantastic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Gods      Spectrum
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Tango  Spy
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      The Chronicles
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              The         Bourne
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       House   The      of     Trilogy
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Dictator
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Last  The  The
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Top  Carrossel  Stars
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          America's Funniest Home                             Starfall
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Owl      Warrior
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Lady     Rugby
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Viking     21
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  DeGeneresCleo           Episode
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        y(TOWIE)   Heist
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      K.C.       Undercover
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Adventures           the BarbieGummi            Destiny
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Dress     Bears  Up
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         and      Korra
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Dumb Ways              Academy
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     US

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Made         Flappy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Killing
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    in     Chelsea   Bird
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Eve
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Married...
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Strawberry Thewith   School
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Golden    Children
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Girls
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                NCIS:
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Person       New    of
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  BingoGroupMe
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Interest Blitz
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Parents mode      Jonas
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Mighty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Outlander friends
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Cases)
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Minika Kid / Minika              Marsupilami
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  / Minika  Married  KikaGo
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Gavin    WifeDramarama
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  and    and   StaceyAcer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Kids
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Death     Bits   in   Two
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      and
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Springwatch           Dots
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Bobs
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    The
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      1,Paradise
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           2 Lodge
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Big   oder Fish
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Ella 3
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  DanTDM/Daniel                    Mini
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Tomodachi Our
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Middleton   World  Girl
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Millie
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Shane   IggleBaby
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Inbetween
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         the        Jake
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Piggle
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Chef
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           TheDennisFurchester
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Super    the    Y  Menace  Hotel
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Cricket
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             League
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Ant     Tekken
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Miranda & Dec
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Segway
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Star         Stable
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Justified
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Newsround
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Casualty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              MichaelHolby    Riviera City
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Kors
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Babe
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Clash   Black Color
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               ofFirst lightning
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      the        Titans
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Switch
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Dates
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Russell Howard's        Waterloo   Good
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Homeland         New
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Road
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Zoella
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Come              Line
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Dine  The
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Grand      of    Duty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Middle    Me
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Tour
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Beats by    Dre/Beats
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Have        Sword
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Got       News    Artwith
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Electronics  Online
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Manny
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              for     You
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Star         theHandy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             vs.I American   Forces Fruit
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Zoboomafoo         of    Evil
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Slash
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Pickers
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               La casa    de
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Das Supertalent (Germany's   papel/Money
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Hunter   Kim   got ×          Heist
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Hunter
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Possible
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               talent)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Fresh      Duck
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Game Off        Dynasty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Shakers  Boat
                                                                                                                                                that we first noticed growing interest in the likes of TikTok, Fortnite and most recently Among Us.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 NCIS:    King         of
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                LosGameloft
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Bubble          the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Angeles  Mom
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Blast hill
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Maggie & Bianca          TheFashion Bachelorette
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Dragon        Unikitty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            FriendsTales
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Crayon        Family
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Paper.io/Paper.io    Shin-chan
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      LazyTown     Feud     2
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Peggle
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Community
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Panasonic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Katy        (Blast)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Perry
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Mike
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Bad          & MonkMolly
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Piggies
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Hockey
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          A Million
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Ancient Aliens (Alienígenas                       The
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Little
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               do        Manifest
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Orville
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Things
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        Passado)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         The    Last        ManTotalSmash
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Bates             Earth
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Drama
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Motel   Hit
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Forge           of on Empires
                                                                                                                                                                                                                                                                                                                                                   1

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Design Home: House                    Candy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Renovation
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Fruit       Land
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Filly
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      app
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Babilônia   Jennifer          Live
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      (Babylon)      Glee
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Lopez  PD
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Bill Nye  Twenty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     the    Forensic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Minesweeper
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    One
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Science               Files
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Pilots
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Guy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Naked    Selena   andMixed-ish
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Starbucks  Afraid
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Gomez
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Girl      Meets
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Num Station   World
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Lassie
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 noms      19
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             The
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Two     Cleveland
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Baby
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Beamdog          a Half
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Shark
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        andScruff-a-Luv           Show
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Games  Men
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   (any)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               A series of
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Memory/Brain            unfortunate
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Training
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Samsung                 Twisty
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 (game)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  messenger    eventsPetz
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      app
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Sonic    Sid
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Dash/Sonic
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        theNancy Science       Forces
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Kickin'  Drew  Kid It
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Disney         Stack
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  (Magic      Beanie
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Calico    the
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Kingdom)   States
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Boos
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Critters
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               Cabbage        The       Outsider
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Patch
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Lalaloopsy
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Red Ball       Kid
                                                                                                                                                grown larger, and the top 5 brands in each country now account for at least a quarter of all mentions, if not
                                                                                                                                                The above chart covers Brazil, France, Italy, the UK and the US, with the most popular brands on the left-hand

                                                                                                                                                The top Mediaverse brands vary by country, but over time popularity scores for the ‘mega-brands’ have
                                                                                                                                                side. On the right-hand side, we find not only the niche brands, but also those that are emerging. It was here

4
                                                                                                                           • They all have ‘global’ presence;
                                                                                                                           • Toy brands dominate the top two places on the list;

                                                                                                                              Brazil, but have yet to reach the top 5 in France and Italy.
                                                                                                                           • The only brands originating in television are ones for preschool children; and
                                                                                                                                                                                                                                             Whilst there are differences in the top 5 brands across the countries, there are also similarities:

                sible. In the pre-digital days, these tended to be consumer products, but digital changed all that.
                                                                                                                           • Minecraft and Roblox are ranked third and fourth in the UK and US, third and fifth respectively in

                The highest-passion Mediaverse brands are those kids want to experience across as many platforms as pos-

The Metaverse
                                                                                                                           • LEGO is number one in four of the countries, and where it’s not number one it’s ranked number four;

Children Consume Their Favourite Brands On                                                                                                                                                                                                                  Brands Originating In Games Lack The ‘Audience
     Multiple Platforms                                                                                                                                                                                                                                          Reach’ That Video Delivers
                         LEGO                                                                Barbie                                                           PAW Patrol                                                      Peppa Pig                                           Minecraft                                                              Roblox                                                              Fortnite                                                      Pokemon

    4%
    1%                                    4%
                                          1%
    7%
    1%                                    7%
                                          1%
    2%                                    2%
    56%                                  56%
                             2%
                             1%                       3%
                                                      2%                                                                                                                                                                                  7%
                                                                                                                                                                                                                                          1%
                             3%
                             2%                       4%
                                                      1%                                                                                                                                                                                  3%
                                                                                                                                                                                                                                          1%
                                                      1%                                                                                                                                                                                  2%
                                                      3%                                                                                                                                                                                  2%
                            15%
                1%                                    43%                                                                                                                                                                                 21%
                1%
                1%
                6%          50%
               46%                                                                                                                                                                                7%
                                                                                                                                                                                                  1%
                                                                                                                                                                                                  0%
                                                                                                                                                                                     7%
                                                                                                                                                                                     0%
                                                                                                                                                                                     1%           1%
                                                                                                                                                                                                  2%                                      5%
                                                                                                                                                                                     2%
                                                                         7%                                                 3%
                                                                                                                            1%                                                                   16%                                      14%
                                                                         2%
                                                                         2%                                                 1%
                                                                                                                            2%                                                      18%                                          3%
                                                                                                                                                                                                                                 1%
    4%                                    4%                             1%                                                 1%                                                                                    4%             3%                                                                                                                                                                                                                                                                           3%
    4%                                    4%                                                                                                  5%                                                                  1%
                                                                                                                                                                                                                  1%             1%
                                                                                                                                                                                                                                 1%       2%     4%
                                                                                                                                                                                                                                                 1%                                                                                                                                                                                                                                                           1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              2%
    3%                                    3%          3%                                          4%
                                                                                                  0%           3%                             1%                                                  0%              1%             2%              0%
                                                                                                                                                                                                                                                 1%
                                                                                                                                                                                                                                                 1%                                                                                                                                                                                                                           1%
                                                                        16%                       2%           1%
                                                                                                               0%          24%                             6%
                                                                                                                                                           1%                                                            2%               4%
                                                                                                                                                                                                                                          2%     1%                                                   3%           4%                                                                                                                                                                2%
                                                      5%                              2%                       1%                                          1%                        3%           6%                     1%
                                                                                                                                                                                                                         0%
                                                                                                                                                                                                                         0%                                                                           1%           1%
                                                                                                                                                                                                                                                                                                                   1%                                                                                                                                                                        2%               11%
    6%                                    6%                                          1%
                                                                                      1%                                                      8%
                                                                                                                                              1%                                                  2%              8%             10%      4%                    0%                                                                                                                                                                                                            5%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                              1%                       2%
                                                      3%                                          25%                                         3%                                                  3%              1%
                                                                                                                                                                                                                  2%                             10%            1%                                    5%                                                                                                                                                                      1%     8%                1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       1%     1%
                                                                         2%                                    21%                            2%          10%                        6%
                                                                                                                                                                                     1%                           2%     6%       2%              1%                                                  2%           7%                                                                                                                                                                3%      7%
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             1%
    10%                                  10%          7%                             23%                                                      2%           1%                        2%           3%              3%     1%               7%                    4%
                                                                                                                                                                                                                                                                1%                                    3%           1%                                                                                                                                                                        3%               3%
                                                                         3%                                                                   2%                        3%
                                                                                                                                                                        0%           2%           5%              2%              5%
                                                                                                                                                                                                                                  1%              4%            1%                                    2%           3%                                                                                                                                                         12%    3%                8%
                             2%                                          2%                                                 2%                                          1%           3%                                           2%
                                                                                                                                                                                                                                  1%              2%                                                               3%                                                                   1%
                                                                                                                                                                                                                                                                                                                                                                                        1%                                                       3%
                                                                                                                                                                                                                                                                                                                                                                                                                                                 1%
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                                                                                                                                                                                                                                                                                                                                                                                                                                                              1%                                       2%
                3%           2%
                             2%                       7%                 4%                                                                   5%           6%
                                                                                                                                                           1%                                                     3%     8%
                                                                                                                                                                                                                         1%               10%     3%
                                                                                                                                                                                                                                                  2%            4%                                                                                                         1%                                                                    1%           1%                             11%       3%     12%
    18%         2%
                1%                       18%                                                                                5%                             1%
                                                                                                                                                          0%            7%           4%           6%              4%     1%
                                                                                                                                                                                                                         0%
                                                                                                                                                                                                                         2%       5%              2%                                                 15%                                                                                3%
                                                                                                                                                                                                                                                                                                                                                                                        1%                                                       3%           2%                     11%
                                                                         4%                                    3%           2%                             3%           1%                                                                                                               0%                       18%                                                      4%
                                                                                                                                                                                                                                                                                                                                                                           1%
                                                                                                                                                                                                                                                                                                                                                                           1%           1%                                                       2%
                                                                                                                                                                                                                                                                                                                                                                                                                                                 1%           4%
                4%           7%                       16%                                         2%                                          14%                       1%
                                                                                                                                                                        1%                                               3%       3%              3%            17%         0%
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                                                                                                                                                                                                                                                                                                                                                                                                                                    1%                        1%
                                                                                                                                                                                                                                                                                                                                                                                                                                                              1%              9%                       10%
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                                                                                                               1%           3%                             4%           2%           7%           8%              14%                     37%                               1%           1%                                                                                                                            1%           1%                                                                        8%
                5%                                                       8%                       2%           2%           3%                                          2%
                                                                                                                                                                        2%                                               6%                                                 2%
                                                                                                                                                                                                                                                                            2%                                                                                             16%          17%               0%
                                                                                                                                                                                                                                                                                                                                                                                                          1%           1%
                                                                                                                                                                                                                                                                                                                                                                                                                       1%           2%           8%                                  9%      9%
                             6%                                                      4%
                                                                                     1%           3%           2%                                                                                                                7%              8%                                                                                                                                                       1%                        2%
                                                                                                                                                                                                                                                                                                                                                                                                                                    1%                       12%              7%
                                                                                     1%
                                                                                     1%           2%                                                      30%           5%          31%          30%                                                                                     11%         25%                             1%                                                                   2%
                                                                                                                                                                                                                                                                                                                                                                                                          1%                                                                                           9%
    8%          11%                       8%                             7%                                                 8%               26%                                                                         28%                                                9%                                                       1%
                                                                                                                                                                                                                                                                                                                                     1%                                                                                7%                                                     5%             7%               8%
                             11%                      6%                                                       6%                                                                                                                26%             25%                                                              20%                                                                                                               8%          23%                                  8%
                                                                                     5%           7%                                                                                                              22%                                           17%                                                                                                                                       8%                                                                         3%      4%        6%     4%
    5%          2%                        5%                             9%                                    5%           6%                                         22%                                                                                                                                                           9%                                                                                17%                                                    9%                       3%
                2%           4%                       6%                             4%                                                                                                                                                                                     15%         14%                                                      1%                        15%          15%                                        13%                       17%                     3%      5%               5%
                                                                                     2%           6%           4%           5%                                                                                                                                                                                                                   0%           0%                                                                                                                                       3%
    14%                      4%          14%                            12%                       4%                                                                                                                                                                                                                                             4%           0%
                                                                                                                                                                                                                                                                                                                                                              1%                                          11%
                11%                                   12%                            9%                        10%          9%                                                                                                                                                                                                       7%                       3%                                                                                                              11%    11%     10%       9%     11%
                             6%                                                                   5%                                                                                                                                                            7%          3%           5%           5%           4%                3%          4%
                                                                                                                                                                                                                                                                                                                                                 2%           2%
                                                                                                                                                                                                                                                                                                                                                              1%           2%           4%                3%           3%           4%           3%           2%

   Brazil France Italy                   UK           US              Brazil France Italy                      UK           US             Brazil France Italy                      UK           US              Brazil France Italy      UK     US            Brazil France Italy                   UK           US              Brazil France Italy                      UK           US             Brazil France Italy                      UK           US              Brazil France Italy       UK     US
      Watch on a TV show/series                                    Watch online                                   Watch on DVD                       As a movie/film                        As a video/computer game                  As a gaming app             Watch on a TV show/series                                    Watch online                                   Watch on DVD                       As a movie/film                        As a video/computer game                   As a gaming app
      An app that isn't a game                                     A book                                         A magazine                         A toy                                  A board game                              Music                       An app that isn't a game                                     A book                                         A magazine                         A toy                                  A board game                               Music
      Event (e.g. exhibition, live show)                           Theme Park Attraction                          Website                            Clothing/footwear                                                                                            Event (e.g. exhibition, live show)                           Theme Park Attraction                          Website                            Clothing/footwear
     Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books – for each one we’d like you to tell us how you use or play/your child uses or plays with them?                                                   Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books – for each one we’d like you to tell us how you use or play/your child uses or plays with them?
     (Base: 2-15 years old | BR 1003 | FR 1010 | IT 1029 | UK 1159 | US 1592)                                                                                                                                                                                    (Base: 2-15 years old | BR 1003 | FR 1010 | IT 1029 | UK 1159 | US 1592)

      Dubit Trends/MIP TV/MIP Trends                                                                                                                                                                                                              1               Dubit Trends/MIP TV/MIP Trends                                                                                                                                                                                                              1

The chart shows the consumption across platforms of four very popular children’s brands, two originating in                                                                                                                                                 The primary platforms for engaging with Minecraft, Roblox and Fortnite are as a game, whether using an
toy and two in television. The majority of 2-15 year olds in the UK still play with LEGO as a toy, but the com-                                                                                                                                             app, console or PC. The countless number of videos posted by YouTubers related to the three game brands
pany has grown its reach beyond bricks through successful brand extensions: movies, TV series, games and                                                                                                                                                    is no substitute for the lack of a TV series based on the brand. Whilst Minecraft does look to be getting some
theme parks. The key takeaway from the chart is that whilst toy is the primary touchpoint in all five                                                                                                                                                       traction with toys, the audience for these games peaks at an age when children are generally moving away
countries, LEGO fans want to immerse themselves in the brand.                                                                                                                                                                                               from toys, so they’re only likely to have limited success.
Another example to look at would be Peppa Pig - a brand that’s been around for less than 20 years - has                                                                                                                                                     Pokemon, which traces its roots back to ‘Game Freak’ magazine in the early 1980s, has been around more
successfully extended onto other platforms, allowing preschoolers to experience their favourite little pig in                                                                                                                                               than twice as long as the other three. Although primarily consumed as a game, the brand has engaged 8-10
lots of different ways.                                                                                                                                                                                                                                     year olds in particular with a presence on television since 1997; 23 animated and 1 live-action movie; as well
Minecraft, Roblox, Fortnite and Pokemon also appear among children’s top 5 brands. Do they engender the                                                                                                                                                     as trading cards and a range of toys.
same desire for broad engagement? Actually, a very different picture emerges.

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                                                                                                                                                                                                                                                        5                                                                                                                                                                                                                                      The Metaverse

Age is fundamental in brand engagement
It’s not just distribution on platforms that affects how children engage with different brands. The age at which
they are first introduced is also a factor.

                                                                                                                        Everything about Fortnite is designed to keep players coming back, to maximise engagement. It was the
                                                                                                                        first game brand to schedule children in an unscheduled world: when schools were open, you would
                                                                                                                        likely hear children say “make sure you finish your homework so we can all meet on Fortnite at 6:00.”
                                                                                                                        It copied linear television with seasons and cliffhanger endings. If you’re knocked out of the game, there’s a
Preschoolers are generally first introduced to brands by parents and typically consist of made-for pre-                 new one starting momentarily. Even the famous ‘black hole’ of October 2019 had players clicking ‘refresh’ as
schoolers properties (Peppa Pig and PAW Patrol) or heritage brands that parents grew up with (LEGO and                  they anxiously awaited the game’s return.
Barbie). Console and PC games tend to be too complex for young children, so the market for preschool is                 Fortnite didn’t stop there in copying successful entertainment formats. It was the first game brand to
dominated by properties more focussed on apps like Toca Boca, Dr Panda and Angry Birds.                                 present a music concert in 2019 with Marshmello and again in 2020 with Travis Scott. In February 2021, it
It’s not until around the age of six or seven that that regular use of Minecraft or Roblox (and a little later on       hosted a film festival of shorts at the Big Screen within Fortnite’s no-combat Party Royale mode. With all
Fortnite) begins. The chart below reveals Minecraft achieves the highest use, and that to date, the three game          these entertainment options in one platform, it’s no wonder Fortnite (together with Roblox and Minecraft) are
brands have gained most traction in the UK and the US.                                                                  often cited as fore-runners of the “Metaverse.”

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What is the Metaverse?                                                                                                     What does a Metaverse mean for children and teens?
Matthew Ball, the former head of strategy at Amazon Studios, suggests that that we need to reinvent                        In order to answer this question, we need to understand how they spend their time across the week on
entertainment for a generation that’s never been without touchscreen, mobile, interactive media. “Today’s                  different activities related to media and entertainment .
generation thinks very differently because they’re ‘wired’ for interaction, for creation, to participation, for
marketplaces, to be a click away for communicating with their friends for shared experiences anywhere.”
Right now there is no true Metaverse, nor even a universally agreed-upon definition. It can be thought of as a
persistent online world that offers participants a wide range of experiences and avenues for self-expression,
such work, play, creation, shopping, learning and socialising. You can see in that definition why Roblox, Fort-
nite and Minecraft are described in some circles as representing its beginning.
Ball identifies seven commonly-recognised characteristics of a Metaverse:
 1. always on;
 2. experienced live and in real-time;
 3. able to host any size audience;
 4. having a fully functioning economy;
 5. spanning platforms as well as digital and physical spaces;
 6. allowing digital assets to be carried across platforms; and
 7. w
     ith experiences and content created by individual users and huge corporations alike.
David Baszucki - CEO and Founder of Roblox, cites ‘8 key tenets of the Metaverse’ that reflect players’
desired experience. These are:
 1. Identity - my avatar reflects my real or imagined self and is present and consistent wherever I go;
 2. Friends - I can socialise and play with real-world friends and also befriend and interact with others in-world;
 3. Immersion - the Metaverse removes me from my day-to-day, into a fully-formed alternative world;
 4. Anywhere - I can create and play from anywhere, across all types of devices;
 5. Variety - content and experiences are both deep and wide, accommodating diverse and curious users;
 6. L  ow friction - onboarding and transitions are easy, to encourage trying new things;
 7. Economy - I can acquire goods or services entirely within the Metaverse, and those who provide
     them are paid for their efforts; and
                                                                                                                           In Dubit Trends, we ask respondents to tell us how much time they spend doing various activities on different
 8. Trust and Civility - the Metaverse is welcoming, equitable, diverse and kind - and fully respects
                                                                                                                           devices. The above chart shows the average time per week 2-15 year olds spend doing nine different activ-
     GDPR, COPPA and other youth safety regulations.
                                                                                                                           ities, regardless of screen. Watching video (including linear TV, home recordings, streaming services of all
                                                                                                                           kinds, and YouTube) accounts for between 40-45% of media time. Games used to be a solid second, but the
Right now, not even the biggest of the tech companies - Apple, Amazon, Microsoft - have all the resources
                                                                                                                           pandemic has increased share of time on dynamic and learning-related activities to equal gaming at 14%. So
necessary to build a true Metaverse. It will take massive server space, immersive programming; ongoing
                                                                                                                           around 70% of kids’ time on devices is spent on these top 3 activities.
development of content to simulate a boundless, borderless world where you can take on almost any task
or adventure; and of course intense moderation. That said, it’s time to start thinking about the brands in your
portfolio that appeal to and are used by children, and the impact the Metaverse will have on them.

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Getting ready for the Metaverse
Over the last two decades, the media environment has become increasingly fragmented across multiple
devices and platforms. In the mid-1980s, the UK only had 4 broadcast television channels. Now, there are
hundreds of linear channels; dozens of subscription, premium, broadcaster and ad-funded streaming video
platforms; YouTube and other video streaming sites. All these are what we once simply called ‘television’. The        The chart shows that children’s top reason for engaging with a brand is because they like the characters. Our
internet and app stores are awash with games and other content, ready to be downloaded with a tap or click.           Dubit Trends ‘Radar’ finds over 300 character led brands unofficially represented in Roblox. Many, like Drag-
Living in a world with more options than can possibly be consumed means content discovery has                         onBall Z, Star Wars, Fortnite and Minecraft have over 100 million plays. As the so-called ‘proto-Metaverse’,
become incredibly difficult. In Dubit’s Trends studies, in excess of 60% of 2-15 year olds said they’re often         Roblox satisfies many of the kids’ other motivations children give, including stimulating the imagination, facil-
or sometimes frustrated looking for something new to play, watch or listen to.                                        itating learning, satisfying a passion, supporting creativity, and sharing a fandom with friends.
At present, content discovery is like being given a paper map and told to find a specific location and the best
way to get there. A Metaverse will be more like navigation software, with places and routes connected                 Why is it coming to the fore now?
beneath the surface by prompts, algorithms and AI to guide the route and recommend other places                       Internet use can be a solitary experience. It’s used to keep in contact but you don’t feel ‘together’. By contrast,
of interest. Alternatively, it may be more like a ‘tesser’ or Harry Potter-esque ‘apparation’, enabling instant       the Metaverse satisfies a human need to be social. We are entering a new stage of digital media where the
transport from place to place.                                                                                        virtual worlds of games expand to become our mainstream hubs for social interaction and entertainment.
At Dubit we talk about Emotional Scheduling - the idea that children choose activities or engage with brands          The numbers of children using Minecraft, Roblox and Fortnite had been increasing before the outbreak of
at different times of the day based on their moods and needs. Content options in a Metaverse would suit               the pandemic. Digital ‘came to the rescue’ to support learning, entertainment and social connection when
many kids’ motivations given for engaging with a brand, with the difference that different needs can all be           families were placed under restrictions. Still, children were sometimes frustrated that their various online
satisfied in a single immersive space.                                                                                activities existed in fragmented and silo-ed platforms.

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Children and the Metaverse                                                                                         only one option - Nickelodeon. Now, children have to chase brands across services to see if they have access,
Children are adept at ‘hacking’ brands and technologies to meet their needs. They’ve done this with tele-          and they’re often left disappointed.
vision, tablets and smartphones, and they’re doing the same with smart speakers and digital assistants.            Children would benefit from a place of ‘convergence’ (as opposed to fragmentation) - a coherent,
They’ve adopted brands that were never intended for their use - Facebook to post pictures and connect with         connected, easy-to-navigate world of entertainment, play, creation and learning that includes their
family, WhatsApp to chat with friends, and YouTube to watch ‘how-to’ videos.                                       favourite brands and content.

As with any medium, there will be parts of the Metaverse suitable for children and ‘neighbourhoods’ that are       For children, everything competes with everything, and everything is competing for the roughly 6 hours per
distinctly adults only. During the pandemic, though, ’down on the corner’ pivoted to ‘up on the server’ with       day - what could be described as children’s discretionary time. Reed Hastings, CEO of Netflix says, “we
children and teens accelerating their adoption of 13+/16+ platforms. They turned to Zoom to chat with grand-       compete with Fortnite, and we lose.” It’s no longer a case of choosing between Cartoon Network and Nick-
ma and used Discord to enhance their social gaming. They’re building the Metaverse piece by piece, solving         elodeon. Children decide where they can best get what they need at that moment with the time they have
with tech for the challenges in their lives.                                                                       to spare. That might be a game or a video; on a tablet, smartphone or the television; and something they
Children’s frustrations around discovery have already been noted, but one effect of media fragmenta-               consume or something they create.
tion is that access to their favourite brands may be impeded by the proliferation of direct-to-consumer            With young people leading the way, the Metaverse will have massive responsibility for safety, following both
platforms. Twenty years ago when a child wanted to watch SpongeBob SquarePants or Rugrats, there was               the letter and spirit of laws, regulations and terms of service. Communication and social play being inherent

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to immersive worlds, this creates a design and development challenge to have foolproof identifiers, persis-
tent throughout the Metaverse, carrying a player’s permissions (including age) to enable access to appropri-
ate areas and levelling modes of connection and communication.

Roblox - Proto-Metaverse:
Based on the definitions above, we can see the seeds of the Metaverse in Roblox. Obviously, Roblox isn’t
‘television’ – the primary focus of this article. But, nor is Roblox a ‘game’ per se. It’s a platform with over 20
million multiplayer games and experiences, perhaps most analogous to YouTube, as the platform is populated
largely with user-generated, multiplayer 3D worlds.
If we want to consider what ‘television’ will be in the metaverse, Roblox is a good place to start. The platform
is host to live events that bring gamers out of their play, where they become…’viewers’.
The 2021 Bloxy Awards ceremony, honouring the developer community while fundraising for important caus-
es, drew two million viewers in the first 24 hours. Last year Roblox also hosted one of the world’s biggest
concerts of all time with L’il Nas X, streamed by 33 million Roblox accounts. Ernest Cline’s “Ready Player 2”
sequel launched with a combination book tour and treasure hunt on the platform.
For audiences that have – throughout their lives – interacted with media, multi-tasked video and other
activities, and socialised while viewing, Roblox may be the model for how we’ll watch TV in the future.
Ignore it at your peril.
Though it launched in September 2006, it wasn’t until April 2018 that we started to see sizeable growth for
Roblox, in Dubit Trends. Since then, daily use amongst 2-15 year olds in the US has doubled and in the UK is
up over 60% - worldwide, it has 32 million daily active users.

                                                                                                                          As television viewing has fragmented, platforms like Roblox have become the community that TV once was.
                                                                                                                          In particular, the pandemic spiked its popularity as social gaming replaced meet-ups in person. Young people
                                                                                                                          tell us that Roblox has been ‘a lifeline’ helping keep in touch with extended family and friends, whilst also
                                                                                                                          making new friends. In a Roblox-commissioned survey of its users, 62% said conversations with their real-life
                                                                                                                          friends were among their top activities when they got together on the platform.

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How brands originating in television can find their place in the Metaverse                                             Before any single platform becomes dominant it’s likely that television in the Metaverse will consist of es-
Immersive worlds like Fortnite, Roblox and Minecraft are capable of attracting huge audiences for appoint-             tablished, familiar channels (like Cartoon Network and Nickelodeon), deep content brands (like Harry Potter
ment-to-view events. An audience of 10.7 million players showed up for the Marshmello concert in Fortnite,             or LEGO), streaming services (like Netflix and YouTube) and stand-alone properties originating as video (e.g.
which broke the game’s concurrent player count by about 2.5 million players. Over 12.3 million concurrent              Peppa Pig, Scooby Doo or Power Rangers).
players participated live in Travis Scott’s “Astronomical” virtual performance. Nate Nanzer, Fortnite’s Head of        The Metaverse offers a great opportunity to leverage affection for many of the brands that originated on TV,
Global Partnerships, expects any of the three platforms to be part of future band promotional tours.                   that to date have only achieved limited success as game brand extensions. Owners of brands like Scooby
Will watching television take place in the Metaverse? To some extent there are early iterations of a                   Doo, SpongeBob SquarePants, Loud House, Teen Titans Go!, Teenage Mutant Ninja Turtles, and Amazing
video Metaverse:                                                                                                       World of Gumball will be able to offer a fully-interactive experience where fans can watch, play, create, learn,
                                                                                                                       interact and even make transactions.
 • Forward thinking, legacy distribution platforms like Sky are aggregating content from linear broad-
                                                                                                                       Television may not be entirely the same ‘lean back’ experience in the Metaverse, but young audiences
    casters, own channels, subscription streaming services like Netflix and Disney+, Catch-up services
                                                                                                                       want an opportunity to be involved in the story. Virtual, immersive worlds enable audience participation
    like BBC iPlayer and All4, YouTube and YouTube Kids
                                                                                                                       in interactive stories, creating the sense of truly being part of the action. Bandersnatch was Netflix’ first foray
 • Multi-channel Networks (MCNs) such as WildBrain Spark, Moonbug and YouTube offer countless
                                                                                                                       into interactive media; since then, they’ve launched several interactive shows including a choose-your-adven-
    ‘channels’ of content contained in a single platform
                                                                                                                       ture animated TV series based on Minecraft.
 • Direct to consumer services like Netflix, HBO Max, Disney+, Paramount+ offer deep libraries of
                                                                                                                       Moving closer to the ‘gaming’ side of interactive media, Rival Peak launched in 2020 with a massive game-
    content
                                                                                                                       like reality show starring 12 Artificial Intelligence characters - a sort of Big Brother meets Animal Crossing. In
Could the legacy operators take the next step and offer non-video based interactive experiences through their          this quasi-reality show, the characters are contestants in a Survivor-type competition where the audience can
platforms? 25 years ago a set-top box simply gave you access to scores of TV channels, but it wasn’t long              influence the outcome by completing tasks and helping their favourite characters win.
before innovations were introduced, such as near on-demand (box office movies starting every 15 minutes),
pausing live TV, and interactive services. The current main menu is a mixture of tiles representing TV series,         How Media Owners and Content Creators Can Be Metaverse Ready
content genres, timely themes and channels. No doubt this is a starting point from which things will evolve.
                                                                                                                       Children and teens are spending more time than ever on screens and in digital spaces. All the evi-
It’s conceivable that, not only to protect the long-term viability of their business, and broaden the appeal to
                                                                                                                       dence suggests that this trend will continue to do so. In order to play games with friends, interact with
younger audiences that a ‘games’ section is added to the main menu and tiles for Roblox, Minecraft and
                                                                                                                       stories, to ‘attend’ concerts, take part in film festivals, to learn, to create and to be social. It may not all be
Fortnite, amongst others start appearing.
                                                                                                                       fully immersive, but it will be deeply engaging.
The age at which games like Roblox and Minecraft typically ‘kick-in’ is around 7 years, so for MCNs targeting
                                                                                                                       It’s inevitable that the spaces described as being like a Metaverse will evolve and develop over time. It’s
younger audiences, whilst games have a place (e.g. Hopster offers video and games in a single app), the
                                                                                                                       also likely that the Metaverse may not be uniform across all ages of children - even in the US, we know that
non-video opportunity might be limited. However, for YouTube with its long established links to games, game
                                                                                                                       children are not engaging with brands like Roblox and Minecraft until they reach around the age of 7. The rate
walkthroughs, how-to (beat the monster, complete level 2, etc.), and its countless game-playing YouTubers,
                                                                                                                       of progress will vary by country; children in the US are the earliest of ‘Early Adopters’, but parents in France,
the YouTube Gaming app seems a very natural progression.
                                                                                                                       Germany and other countries are more protective of their children’s online presence.
Direct-to-consumer services present something of a conundrum. Netflix not only commissions its own
shows, but acts as a portal for other producers’ content, which not so long ago included a library of Disney
productions. As content owners have recognised the value of a direct-to-consumer relationship (with
their own fans and the wider audience), they have started to reframe established relationships with
distributors. Some media owners are creating a ‘multiverse’ offer, for example ViacomCBS acquired PlutoTV,
which originally launched in 2013 as an ad-supported streaming service offering in excess of 100 TV channels
and 1,000 movies; whilst also offering CBS All-Access rebranded as Paramount+, its subscription based over-
the-top streaming service. NBCUniversal, with its US AVOD platform ‘Peacock’ looks likely to be joined by
another subscription streaming service - likely to be under the ‘Universal’ brand.

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In developing your plan, you need to imagine what your brands and properties would look like in a
                                                                                                                     Metaverse:
                                                                                                                      1. Content development
                                                                                                                      • How do you make it familiar to new entrants?
                                                                                                                      • How do you make it easy to navigate?
                                                                                                                      • How to you build ‘time spent using/playing’?
                                                                                                                      • How do you ensure the audience doesn’t fatigue?
                                                                                                                      • How do you ensure there is a reason for the audience to keep coming back?
                                                                                                                      2. Monetisation
                                                                                                                      • What is the pricing strategy?
                                                                                                                      • What is the transactional medium?
                                                                                                                      3.Distribution
                                                                                                                      • What is the relationship with existing partners - does it allow flexibility?
                                                                                                                      • What is the starting point for a user?
                                                                                                                      • Where would fans engage with your brands and properties?
                                                                                                                      4. Marketing and Messaging
Matthew Ball’s assertion of the need to reinvent entertainment for the touchscreen generation seems to hit            • How to you promote your presence to the audience (old and new)?
a chord when you consider that for children born after the launch of the iPad in April 2010, just watching a          • How do you create ‘playground chatter’?
TV show may seem mundane compared with socialising in Among Us, winning a Fortnite Battle Royale, or                  • How do you make it ‘shareable’?
completing a Roblox ‘obby’. Even when they’re not playing a game, they’re often watching someone else play,
on Twitch or YouTube.                                                                                                As noted previously, ‘everything competes with everything’ for today’s children and teens. Video and games,
Over-crowded app stores and millions of hours of video on social and streaming services, mean the Metaverse          digital and physical, the brands that live at the ‘fat head’ and those niche brands at the end of the ‘long-tail’,
will be the platform to launch and incubate new brands and content.                                                  brand and user-generated, learning and play, accompanied and solo consumption – audiences select brands
Instantly you have a direct line to the audience - no need to go through an intermediary. You can develop and        and content based on how they feel and their needs in the moment. The Metaverse will reduce the friction
expand the brand from a single point of contact based on direct audience feedback (number of plays, length           of crossing from one platform to another. Big studios already supplement their traditional brand-building in
of engagement, comments, etc). Build in a feedback loop to allow fans space to shape your development.               co-creation spaces like Roblox, facilitating organic content influenced by real-time interactions. Conversely,
Television was always a one-way medium - the only way fans could contribute was by writing to the produc-            new storytellers are launching IP directly into this space. As viewers become players, and players become
ers and showing the love of the show by being counted in the ratings.                                                creators, a world of brands and brand fandom will be manufactured.

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