x-thread://421541147/-7819315038737712006#m_-7912853536049043226_ Entertainment Inside Us: WarnerMedia Kids Brands Remain Ahead Of The Curve In Africa

Thursday, 18 March 2021

WarnerMedia Kids Brands Remain Ahead Of The Curve In Africa


Cartoon Network and Boomerang have kicked off 2021 with new original shows and local productions.

WarnerMedia kids’ brands, Cartoon Network and Boomerang, continue to be firm favourites for African youth. Between 2019 and 2020, Cartoon Network’s reach increased by 10%, with more than 6m households tuning in. On the other hand, Boomerang also increased its reach by 31% – bringing the channel to over 5.5m households. With a combined share of 47% of the kids’ pay-TV channels viewing, the two brands account for almost half of the kids’ market.

Cartoon Network Africa’s and Boomerang Africa’s audience ratings have improved over the past year, with the channels now ranking first and second amongst all kids’ pay-TV channels. Boomerang’s performance has grown by 50% in its year-on-year performance between 2019 and 2020. South Africa’s Cartoon Network confirm its number one spot of all pay-TV kids’ channels with a gap of more than 143% over its next competitor.

With the increased consumption of content on digital platforms, Cartoon Network and Boomerang rank within the Top 10 YouTube channels in the Kids & Entertainment Category in South Africa at #2 and #5, respectively. Boomerang Africa’s YouTube channel came out as a strong contender with a more than 100% increase, boasting 1.8m subscribers. In comparison, Cartoon Network Africa upped its numbers by 55%, reaching 1.5m subscribers. Traffic to both webpages also showed impressive results, with visits on Cartoon Network Africa’s local website increasing by 180% and Boomerang Africa’s website climbing 171%.

Teen Titans Go!, DC Super Hero Girls, The Regular Show, South Africa’s very own pan-African association football-themed series, Supa Strikas, rank among Cartoon Network Africa’s top-performing shows.

Boomerang Africa’s top shows include Mr Bean: The Animated Series, Zig and Sharko, and Masha and the Bear. The channel’s films, including the Scooby-Doo Movies and Tom and Jerry Movies, continue to contribute to the audience numbers.

Both the channels have kicked off 2021 with brand new channel original shows and local productions. In March, Cartoon Network Africa has launched Elliott From Earth, with Africa being one of the first two countries to premiere the show as part of the global launch and Boomerang has launched Kikoumba, in the same month. WarnerMedia will continue to show its commitment to unravelling and working with local African talent to develop content that resonates with the audience by launching brand-new local productions throughout the coming year.

Guillaume Coffin, Head of Affiliates & Advertising France, Benelux, Middle East, Turkey, Africa & General Manager for Turkey, said: “WarnerMedia has been present in Africa for more than 20 years, operating six channels across the continent in 56 English, French and Portuguese speaking countries. It is encouraging to see that our kids’ multiplex brands are continuing to grow in popularity across the continent and that our fans rate our kids’ channels highly in the kid’s entertainment market. This once again confirms that our localisation strategy, as well as our dedicated line-up of original, local content, is meeting the growing demand of our fans across the region.”

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