2 kids watching a tablet under a duvet
Case studies

Segmenting the world of kids media

We produced a truly cross-platform picture of how kids consume media, and where the opportunities are to grow fandom, for Turner (part of Warner Bros. Discovery).


With more of kids’ time moving away from traditional TV, Turner wanted to understand how to continue to engage kids’ interest with its brands outside of linear broadcasting.


MTM conducted a global survey of >10k kids aged 4-11, complemented by in-home qualitative interviews with filming.  We calculated the value of each segment to Warner Bros. Discovery’s business, to support prioritisation and business cases.  Findings were adopted at the highest level: MTM presented to the President.


The study has been used to support licensing and merchandising, marketing, as well as content and product investment decisions.  We united the Turner organisation around a new set of priorities, by involving the senior team from inception (Finance, Marketing, Content, Digital, Licensing).