Budgets, reaching kids and fear of an uncertain future are some of the kids media industry’s biggest concerns right now, according to a new report from UK-based researcher The Insights Family. 

Released today and based on a February 2024 survey of 117 execs working in sectors including content, licensing, advertising and brand management, Industry Impact 2024 paints a depressing picture of the current outlook. Budget restrictions are one of the biggest obstacles preventing 68% of respondents from reaching their goals. And 41% said it’s the number-one reason why their business isn’t successful. 

More than half (57%) of advertisers/marketers surveyed are struggling to engage with kids because of the sheer amount of marketing that currently exists. One solution being leveraged to combat this issue is content localization, with 66% of larger companies acknowledging the  importance of this tactic for reaching international audiences. 

More than a quarter (26%) of industry professionals are facing difficulties adapting to changes in the market and their audience. Along the same lines, executives are not feeling very optimistic about the future. A large number of respondents (84%) do not have any confidence that their business will be operating the same way in two years.