TheGrill 2015: Kids Consume More Media Than Anyone Realizes, PwC Study Says (Video)

Kids are spending more time consuming media than they or their parents realize, according to a study by PricewaterhouseCoopers, presented Tuesday at TheGrill 2015.

In the results of two surveys, PwC found that parents estimated on average that their children consumed 15.7 hours of media per week. Children estimated that they consumed slightly less at 15.5 hours. But when parents and children were asked to track media consumption, the results were vastly different than the estimates.

“Lo and behold, they were consuming more than they they thought or their parents though,” Joseph Atkinson, entertainment advisory leader for the entertainment, media and communications practice, PwC, said. “They were consuming 16 to 20 hours a week.”

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Atkinson presented the results from two surveys at TheWrap’s sixth annual media leadership conference — one on the behavior of kids, another on parental behavior.

The first study, “Media-Savvy Kids, Teens Want Engaging Stories on Multiple Devices,” gauged the viewing behavior of children ages 8-18. The results, based on a survey of 511 respondents, found that kids and teens favored streaming content more than traditional television and video games.

The study found that 53 percent of kids 8-11 and 12-14 named streaming shows their favorite type of media, while 54 percent of kids 15-18 said the same. Video game content ranked second for the 8-11 group, while cable television came in second with older kids.

Also Read: TheGrill 2015: YouTube's Robert Kyncl Isn't Sweating Competition, Touts Site's 'Astounding' Growth (Video)

As for how kids and teens find out about new content, the study found found that commercials are the primary discovery vehicle, followed by direct recommendations from friends and family and social-media recommendations.

“When it comes to discovery, how they find our content, they find it first through advertising,” Atkinson said.

A companion study, “I’m the Parent, That’s Why! How Parents Influence What Their Kids Watch,” surveyed 250 parents about the level of control they exercise over their children’s media consumption.

Also Read: TheGrill 2015: Viacom Scratch SVP Andrew Glasgow on Navigating Consumers' Short Attention Spans (Video)

Parents surveyed conceded that they enjoy less control over their children’s media consumption as their kids grow older. Ninety-one percent of parents of children 8-11 said they had more control at that stage than at any other, with only 9 percent saying they had less. For kids 12-14, parents split 55 percent more and 45 percent less. But for teens age 15-18, only 30 percent of parents said they had more control, with 70 percent saying they had less.

The Scene at TheGrill 2015: TheWrap's Media Leadership Conference (Photos)

TheWrap's editor in chief Sharon Waxman kicked off the sixth annual TheGrill Conference Day 1.
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"Empire" co-creator/writer Danny Strong (left) and producer Brian Grazer spoke onstage during the first day of TheWrap's 6th Annual TheGrill.
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Producer Brian Grazer spoke onstage during the first day of TheWrap's 6th Annual TheGrill.
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"Empire" co-creator/writer Danny Strong and producer Brian Grazer spoke onstage with Sharon Waxman during the first day of TheWrap's 6th Annual TheGrill.
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"Empire" co-creator/writer Danny Strong and producer Brian Grazer spoke onstage during the first day of TheWrap's 6th Annual TheGrill.
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"Empire" co-creator/writer Danny Strong and producer Brian Grazer spoke onstage with Sharon Waxman during the first day of TheWrap's 6th Annual TheGrill.
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Maker Studios CEO Ynon Kreiz spoke onstage during Day 1 of TheGrill 2015.

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Maker Studios CEO Ynon Kreiz (left) spoke onstage with AwesomenessTV founder and CEO Brian Robbins (right) during Day 1 of TheGrill 2015.

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Brian Robbins, founder & CEO of AwesomenessTV, spoke onstage during the first day of TheWrap's 6th Annual TheGrill.

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REDEF CEO Jason Hirschhorn spoke onstage with TheWrap's editor in chief Sharon Waxman on Day 1 of TheGrill 2015.
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Edelman president of strategic partnerships and global integration Gail Becker presented results of new consumer study on Day 1 of TheGrill 2015.

Also Read: TheGrill 2015: Consumers Trust Online and Traditional Content Creators Equally, According to New Study (Exclusive)
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Edelman president of strategic partnerships and global integration Gail Becker presented results of new consumer study on Day 1 of TheGrill 2015.

Also Read: TheGrill 2015: Consumers Trust Online and Traditional Content Creators Equally, According to New Study (Exclusive)
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Robert Kyncl, chief business officer at YouTube, spoke about the platform's growth rate during Day 1 of TheWrap's 6th Annual TheGrill.

Also Read: TheGrill 2015: YouTube’s Robert Kyncl Isn’t Sweating Competition, Touts Site’s ‘Astounding’ Growth
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Robert Kyncl, chief business officer at YouTube, spoke about the platform's growth rate during Day 1 of TheWrap's 6th Annual TheGrill.

Also Read: TheGrill 2015: YouTube’s Robert Kyncl Isn’t Sweating Competition, Touts Site’s ‘Astounding’ Growth
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Jason Hirschhorn talked to Kyncl about YouTube's growth and challenges at the first day of TheWrap's 6th Annual TheGrill.

Also Read: TheGrill 2015: YouTube’s Robert Kyncl Isn’t Sweating Competition, Touts Site’s ‘Astounding’ Growth
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Andrew Glasgow, SVP at Viacom Scratch, spoke about the declining attention span of Americans during the first day of TheWrap's 6th Annual TheGrill conference.

Also Read: TheGrill 2015: Viacom Scratch SVP Andrew Glasgow on Navigating Consumers’ Short Attention Spans
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Nancy Dubuc, president & CEO of A+E Networks, spoke about the disruption of cable TV during the first day of TheWrap's 6th Annual TheGrill.

Also Read: 1 Day to TheGrill! 6 Ways to Be a Boss Like A+E Networks CEO Nancy Dubuc
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Nancy Dubuc, president & CEO of A+E Networks, spoke about the disruption of cable TV during the first day of TheWrap's 6th Annual TheGrill.

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Dawn Ostroff, president of Conde Nast Entertainment, attended the first day of TheWrap's 6th Annual TheGrill.

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Van Toffler attended the first day of TheWrap's 6th Annual TheGrill.

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From left to right: TheWrap's executive editor Joseph Kapsch, "So You Think You Can Dance" executive producer Nigel Lythgoe, Electus founder and chairman Ben Silverman, PactUS president David Lyle, and "Big Brother" executive producer Allison Grodner.
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PactUS president David Lyle discussed the state of reality TV during Day 2 of TheGrill.

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"Big Brother" executive producer Allison Grodner discussed the state of reality TV during Day 2 of TheGrill.
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Nigel Lythgoe discussed the state of reality TV on Day 2 of TheGrill.
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Electus founder and chairman Ben Silverman talked the state of reality TV during Day 2 of TheGrill.
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CNBC reporter Julia Boorstin attended TheWrap's sixth annual TheGrill conference at The Montage Beverly Hills.
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Conde Nast Entertainment president Dawn Ostroff discussed content creation on Day 2 of TheGrill.
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Box founder and CEO Aaron Levie discussed content protection with TheWrap's editor in chief Sharon Waxman on Day 2 of TheGrill.
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Golden Globe nominee Maria Bello discusses her life and career during Day 2 of TheGrill
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Golden Globe nominee Maria Bello discusses her life and career during Day 2 of TheGrill
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From left to right: Movio co-founder and chief executive Will Palmer, Fandango president Paul Yanover, Skydance Media CCO Dana Goldberg, IMAX's head of international marketing Roger Pollock, Universal president of worldwide marketing Josh Goldstine, and TheWrap's Deputy Managing Editor Thom Geier discussed the moviegoing experience on Day 2 of TheGrill.
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IMAX's head of international marketing Roger Pollock discussed the moviegoing experience on Day 2 of TheGrill.
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Fandango president Paul Yanover discussed the moviegoing experience on Day 2 of TheGrill.
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Skydance Media CCO Dana Goldberg discussed the moviegoing experience on Day 2 of TheGrill.
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Movio co-founder and chief executive Will Palmer discussed the moviegoing experience on Day 2 of TheGrill.
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Universal president of worldwide marketing Josh Goldstine discussed the moviegoing experience on Day 2 of TheGrill.
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Steven Amato, CEO & chief content officer of Contend and Sharon Waxman, founder & CEO of TheWrap spoke onstage during the "Drones and Hollywood" panel at TheWrap's 6th Annual TheGrill.
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Co-founder and chief executive of Movio Will Palmer held a discussion regarding "What Women Want: Unlocking Box Office Revenue" at TheWrap's 6th Annual TheGrill.
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Joseph Atkinson, U.S. Advisory Leader for the Entertainment, Media & Communications Practice at PwC, spoke onstage at TheWrap's 6th Annual TheGrill.
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Twitter and Uber investor Chris Sacca talks investing in the tech space during Day 2 of TheGrill
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Evolution Media Group founder and co-managing partner Rick Hess talks about financing media during Day 2 of TheGrill
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Former MTV president Van Toffler talks about his new company during Day 2 of TheGrill
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Lloyd Braun, Founder & CEO of Whalerock Industries during Day 2 of TheGrill
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Mark Terbeek, Partner at Greycroft, Jesse Jacobs, President of The Chernin Group and Brian Weinstein, Head of Corporate Finance Group of CAA during Day 2 of TheGrill
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Steven Haft, SVP Innovation of Time Inc., Sanjay Sharma, President & COO of All Def Digital, Christian Meinberger, SVP Content Programming & Production at Studio 71, and Tobias Bauckhage, CEO and co-founder of Moviepilot during Day 2 of TheGrill
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Steven Haft, SVP Innovation of Time Inc. and Adam Smith, Partner at United Entertainment Group during Day 2 of TheGrill
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