Official ViacomCBS Networks International Press Release:
ViacomCBS Study: Kids Come First Today in Households Globally,
Over 70 Percent Drive Household Decisions
60 percent of parents surveyed say their children control what’s on TV
58 percent of parents use screen time to reward good behavior,
nearly 90 percent believe children learn best through play
MIAMI—FEB. 12, 2020 –ViacomCBS, parent company of
Nickelodeon, today released its newest global research study,
Are We There Yet?: Today’s Parents, Tomorrow’s Kids. The study finds that today’s kids come first in their households, and that the parent/kid relationship is closer than ever before: Almost all parents surveyed prioritize having a close relationship with their child, and want their child to feel they can tell them anything.
The study, which includes a global survey of over 8,000 parents of kids under age 12 across 16 countries, as well as a literature review and expert interviews,* found that 72 percent of kids globally play a role in household decisions, with 60 percent of parents surveyed saying that when watching TV together, their child usually chooses what to watch. In addition, nearly 60 percent of parents today use screen time to reward good behavior, which reinforces the importance of play—nearly 90 percent of parents surveyed believe their children learn best through play.
Global consensus revealed that for some, parental peer pressure can be a challenge; however, parents are concerned about many other things in relation to their kids’ lives. Children’s future, mental health and bullying ranked as the top three worries parents have globally regarding their kids.
Are We There Yet?: Today’s Parents, Tomorrow’s Kids revealed
five key areas that explore how kids are being raised today, how this will shape kids’ futures, and what it means for content makers looking to connect with the next generation.
Key findings include:
Kids are central in their households and in their parents’ lives.
· 96 percent of parents agree “My child is the most important thing in my life” (over 90 percent in every country surveyed)
· 48 percent of parents agree “I often compare myself to other parents”
· Parents’ top three worries regarding their kids are:
o “Child’s future” (49 percent)
o “Child’s mental health” (43 percent)
o “Bullying (in person)” (42 percent)
The relationship between today’s kids and parents is different.
Kids have a much more open, closer relationship with their parents than in the past. Today’s kids are being given more guidance on how to navigate the real world, as well as greater responsibility.
o 72 percent of kids play a role in household decisions, according to parents
o 60 percent of parents agree “When we’re watching together, my child usually controls what is on the TV”
o 96 percent of parents agree “I want my child to feel that they can tell me anything”
o In the U.S., kids are ahead of the global average for playing a big role in household decision-making (US 29 percent vs. Global average 23 percent)
Parents’ worries are leading to household tensions in family life, where conflicting priorities require a balancing act.
Tensions include:
o Restricting Screen Time vs. Using Screen Time as a Reward
o 58 percent of parents agree “I use TV or screen time to reward good behavior from my child”
o 80 percent of parents agree “I limit screen time for my child as much as possible”
Parents’ attitudes towards screen time depend on the type of screen and what it’s used for:
o 84 percent of parents agree “Watching TV together is great for family bonding time”
o 65 percent of parents agree “Playing video games can be good for a child’s development”
Formal learning vs. Play
o 88 percent of parents agree “Children learn best through play”
o 77 percent of parents agree “Children learn best through structured classes”
Today’s parenting differs from parenting in the past.
The things that today’s parents tell us they are doing more than their own parents are:
o “Tell my child / children I love them”
o 59 percent of parents say “I do this more than my parents”
o “Play with my child / children”
o 55 percent of parents say “I do this more than my parents”
Parents today also have a more open, flexible approach to rules:
o 53 percent of parents told us that they “Take time to explain the reasons behind my rules” more than their parents did
o 84 percent of parents agree “Sometimes as a parent you have to bend your own rules to get things done”
‘Parent’ has turned from a noun into a verb.
’Parent’ has become something you do, rather than something you are. Today’s parents – both moms and dads – are heavily involved in all areas of their kids’ lives.
o Parents are involved “a lot” or “somewhat” in the following areas of their child’s life:
o “Well-being and happiness” (96 percent) (Moms 98 percent, Dads 95 percent)
o “Health” (95 percent) (Moms 97 percent, Dads 94 percent)
o “Education” (94 percent) (Moms 95 percent, Dads 92 percent)
o “Screen time” (84 percent) (Moms 87 percent, Dads 82 percent)
o 41 percent of parents strongly agree “I would do almost anything to help my child succeed." (A further 45 percent agree somewhat.)
o Parents are trying to instill a range of qualities in their kids, with the top three being:
o “Respect” (47 percent chose this in their 5 most important qualities)
o “Confidence” (47 percent)
o “Kindness” (36 percent)
All of these factors are shaping parents’ hopes for their kids’ futures, and parents think their kids are going to turn out even better than previous generations.
Parents globally say the following are their most important hopes for their kids’ futures:
o “Healthy” (65 percent)
o “Happy” (64 percent)
o “Following their dreams” (45 percent)
o “Financial stability” (37 percent)
o “Good education” (36 percent)
o For parents in the U.S., gaining a good education is a key hope for their kids; it ranks 3rd highest compared to 5th highest globally. Parents in the U.S. were also more likely to want their kids to be self-sufficient (27 percent of US parents said this was one of their top 5 hopes vs. 22 percent globally) and go to university (18 percent vs. 15 percent globally)
Parents predict that when their kids grow up, compared to previous generations, they will be more:
o “Tech-savvy” (65 percent)
o “Caring about the environment” (59 percent)
o “Curious about the world” (55 percent)
o “Intelligent” (54 percent)
o “Creative” (53 percent)
o “Independent” ranks in the top 5 for the U.S. (4th vs. 7th globally), just ahead of intelligent
For more research detail from Are We There Yet?: Today’s Parents, Tomorrow’s Kids, visit
Insights.Viacom.com.
* ”Parents” refers to survey respondents. Global survey respondents were 8,045 parents of kids aged 0-12 across 16 countries (Argentina, Australia, Brazil, China, Denmark, Germany, Hungary, Indonesia, Italy, Mexico, Netherlands, Philippines, Poland, South Africa, U.K., U.S.).
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