iWorld
YouTube, Netflix, TV top 3 kids animation content platforms in India: Akatsuki study
Mumbai: Japan-based entertainment and technology company Akatsuki Inc is looking to expand its kids’ animation footprint in India and it recently conducted a survey on ‘What Indian Parents Want From Animated Content For Kids.’ The study indicating hybrid patterns of linear and digital media consumption revealed a preference for entertainment-led English animation content, preferably available on high access platforms like YouTube and television with a strong community following.
Even with the advent of OTT giants such as Netflix, Amazon Prime, Disney+ Hotstar, 26 per cent of parents chose television, making it one of their top three platforms to watch, the study revealed. YouTube, however, continues to be the leading platform of choice with a strong preference shown by 76 per cent of participants, followed by Netflix at 57 per cent.
In terms of consumption habits, television (60 per cent), smartphones (49 per cent), and laptops (24 per cent) came across as the most popular and used devices for daily viewing. Parents chose English as the most preferred language for animation content along with Tamil, Telugu, and Bangla as the top three vernacular choices.
The animation industry has seen massive growth in the last few years, with the global pandemic playing the role of catalyst accelerating animation content consumption amongst kids as the primary source of learning and entertainment. 69 per cent of parents who participated in the survey shared that with an average screen time of four to six hours per week they have seen an increase in their kids’ animation content consumption habits post Covid-19.
Throwing light on what makes an animation IP click with kids and parents alike, the survey discovered that ‘Entertainment’ is the most important parameter with 64 per cent respondents choosing it over ‘What Makes Their Kids Happy’ (45 per cent), educational benefits (35 per cent), moral values (22 per cent), and local characters and storylines (11 per cent).
The majority of parents (37 per cent) also shared that their kids watch animated content unsupervised. The 75 per cent of Indian parents still rely on the traditional word-of-mouth approach when it comes to choosing and discovering new content ideas for their children, followed by 28 per cent of parents discovering content through OTT recommendations, 20 per cent via parenting communities, and the remaining 10 per cent via traditional news outlets.
“We at Akatsuki are committed to bringing joyful and meaningful animation IPs for the growing and underserved kids animation space in India,” said Akatsuki Inc head of business development and partnerships Yuki Kawamura. “We want to thoughtfully co-create our content roadmap with on-ground insights and need gaps. This survey is the first step in that direction, and the findings have strengthened our conviction in the potential of the untapped demand of kids’ animation in India and synergies with our IPs.”
The study was conducted among parents across 10 metros in India, including Delhi, Gurgaon, Mumbai, Pune, Kanpur, Guwahati, Bangalore, and others to understand children’s consumption habits and uncover key decision-making factors influencing parents’ selection of animation content for their kids.
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
