Kids Insights becomes a NATPE member, sparking a new arrangement to promote research in the content industry.

MANCHESTER, 19 October 2020 – Kids Insights, part of The Insights People, is delighted to announce membership with The National Association of Television Program Executives (NATPE). Kids Insights – part of The Insights People – specializes in research and insights on kids and their ecosystems. It surveys more than 5,000 children every week, across five continents and 13 countries, or more than 277,000 children a year.

NATPE is the largest US-based global content association and professional membership organization, which is committed to leading the future of content. The association has roots dating back more than 50 years and has a variety of platforms at its disposable to execute its content strategies. Marketplaces and conferences, screenings, awards, and networking events – including NATPE V-Fronts™, NATPE Miami Marketplace + Conference, L.A. Screenings Independents, NATPE Budapest International and NATPE Streaming Plus amongst others – are organized by NATPE to meet the needs of its evolving members and constituents.

Kids Insights becoming a NATPE member will continue to highlight the importance of research in the content industry. The collaboration is just the beginning as Kids Insights aims to predict future content trends for NATPE members. By providing reliable data on the attitudes, behaviors and consumption for the new generation of content consumers, means the content industry companies will be able to tailor their advertising, content, licencing, marketing, product and sales strategies.

Based on Kids Insights data, since lockdown, the amount of American kids watching more online TV streaming and video viewing platforms has increased by 5%. Interestingly, kids’ favorite TV shows can also influence purchasing habits. Nearly half (44%) of kids aged 3-12 purchase toys related to their favorite TV show. This opens avenues for exciting licensing and merchandising opportunities for brands.

Now is the perfect time for Kids Insights and NAPTE to join together, prior to the launch of NATPE’s Analytics & Addressability conference, a virtual event held at the NAB Show in New York. The event is being sponsored by Kids Insights as part of the new relationship with NATPE. The aim of the event is to discuss how usable intelligence attracts viewers and drives engagement – a topic that Kids Insights can provide an abundance of knowledge on.

Nick Richardson, founder and CEO of The Insights People says:

“We are delighted to be working with NATPE. With the after Coronavirus (AC) world forcing events to go online, NATPE launched NATPE Virtual and teamed up with renowned trade fair, NAB. This was an attractive package for us, as we continue to expand our reach in the US market, and at the same time, we feel we have a lot to offer the members of NATPE. We are excited to see what the Analytics & Addressability conference brings to the table on 22 October.”

NATPE is not only excited to be welcoming Kids Insights but is also happy to be working alongside the NAB Show for the first time.

Under the terms of this new arrangement, NATPE members will be entitled to an exclusive subscription discount for The Insights People services, which includes bespoke projects, regular independent insights-led content, reports and online sessions to facilitate wider industry conversations.

Kids Insights will be hosting a case study-based webinar with its US client, PBS Kids during the Analytics & Addressability conference on 22 October. To register to attend the conference, please visit:

The Manchester based company have just released its inaugural Trends Across the Planet report which identifies some of the key trends in the kids, tweens and teens marketplace and is available to download at:


For all media enquiries, interview requests with founder and CEO, Nick Richardson, or for any other information, please contact Rachael Rogerson.


Notes to Editors

PR accompanied by TIP & NATPE logo © The Insights People

About The Insights People & Kids Insights

Kids Insights specializes in research and insights on kids and their ecosystems. Kids Insights now survey more than 5,000 children every week, across five continents and 11 countries, or more than 240,000 children a year. Our real-time portal is continually updated to allow our clients to spot the latest trends before their competitors do. Our market intelligence is used by companies such as the Amazon, Crayola, Formula 1, LEGO, Ofcom, Pokémon, SEGA, Turner and Warner Bros.