Understanding the 6-to-9 set is paramount for tracking where kids\u2019 media consumption is headed, as is cracking the discoverability conundrum, Dubit\u2019s David W. Kleeman and independent media consultant Emily Horgan outlined at this year\u2019s TV Kids Summer Festival.<\/p>\n
\u201cIt\u2019s the age when they\u2019re starting to split off into peer groups, develop their own interests and when the parents cede control of the remote or the mobile device,\u201d said Kleeman, senior VP of global trends at Dubit. \u201cIt\u2019s where the audience fragments for the first time. Preschool is much easier to concentrate on and figure out what will work for a broad audience. You get to 6 to 9 and you\u2019ve got your gamers, your TV kids, your YouTube kids, and they have different hobbies. It can be really hard to gain traction at that age. We talk about 6 to 9, and then a little bit of 9 to 12, as the \u2018middle kingdom.\u2019 A lot of times, if they are an older sibling, they\u2019ve got control of the remote for the first time. If they\u2019re a younger sibling, they have to struggle to watch what they want to watch. You\u2019ll see that things not really for the 6-to-9 age group often come up as things that they like best.\u201d<\/p>\n