Warner Bros Discovery: Navigating the Evolving Landscape of Children's Entertainment
By Aya Hammad, Marketing, PR & Digital Manager Warner Bros Discovery Kids Networks in MENA
As we are in 2024, I find myself standing at the forefront of a transformative era in media creation and consumption of kid’s content. This year promises to be a defining period for many companies in the children's entertainment space, especially in the development of marketing strategies focused on maintaining brand relevance and capturing the attention of children and young audiences.
With significant growth in the industry, the Middle East media and entertainment market size is estimated at USD 42.72 billion in 2024. This is leading to a dynamic landscape that demands constant innovation and adaptability to not only meet but exceed the expectations of our audience in the ever-evolving world of children's entertainment.
Journey of Brand Visibility and Emotional Connection
The challenge of the children's brand visibility among the competition becomes apparent. Pre-schooler kids have important developmental needs, so to keep this in mind, we must ensure when building content targeted towards them, it should carry social and emotional elements that can help nurture their young minds. Aligned with these principles, the goal is to amplify our presence among preschool audiences, offering content that fosters creativity, empathy, and resilience — the essential building blocks of early childhood.
To strengthen our connection with our audience, developing a distinctive and enjoyable brand identity is vital. Reviving nostalgic characters not only evokes cherished memories for existing fans but also establishes a bond between parents and children as they share experiences of beloved kids shows from their past. This approach aims to tap into the nostalgia of current fans while captivating a new generation of viewers.
Forging Bonds Between the Community
I firmly believe in the power of collaboration and partnerships, recognizing that great things happen when we work together. Partnerships play a pivotal role in elevating brand awareness and providing a platform for innovation and change.
Our approach takes a human-centric perspective, focusing on combating bullying through initiatives like Cartoon Network's - The Buddy Network. This year, our emphasis is on raising awareness and addressing bullying, encouraging children to unite against it, and promoting values of kindness and empathy. The initiative equips kids with tools to recognize and address bullying behaviors, instilling a sense of responsibility.
The changing preferences of young people in the region have gained a lot of attention, and there's a growing interest in local Arabic content. This is expected to significantly boost the growth of regional media. To deeply connect with the MENA community, local collaborations are essential. Partnering with local establishments like popular kids' play areas or theme parks allows us to integrate seamlessly into the community's narrative.
Navigating Trends in 2024
Staying relevant in today's children's media landscape demands adapting to current trends and being present where kids love to spend time. An example of this is Climate Champions. Through multiplatform strategies, gamification on Roblox, and bespoke content on social media, we empower kids to combat climate change through multiple touchpoints.
AI's transformative technology is ubiquitous in discussions, from news and advertisements to movies, with countless companies now incorporating it into their products. Many media and production companies explore AI's potential, and as AI-generated content emerges, audience reception will become evident. I believe whilst AI has the power to reshape working methods, certain uses can pose serious risks. Ensuring any potential AI use is smart, responsible, ethical, and legally compliant, is paramount. As an animation studio, it's also crucial to protect artists and the art form.
As of October 2023, Saudi Arabia and the United Arab Emirates were the highest countries with a TikTok reach of over 130%. Short-form video content is surging as kids spend substantial time on smaller screens. Promoting more short videos is vital, acting as a gateway to encourage viewers to watch longer show formats. With platforms like Instagram and TikTok's popularity, short-form videos are expected to dominate social media, providing engaging content aligned with users' shorter attention spans.
As we move forward into the remainder of 2024, the success of children's entertainment companies hinges on their ability to adapt, innovate, and maintain a deep understanding of the evolving preferences and needs of their young audience.
