Developing stories for the next generation: 10 Questions to unlock your creative potential

How do we develop stories that truly resonate with young viewers? In 2024, we spoke with 374 children aged 7–11 across 12 European countries to understand what captures their imagination in film and TV today.

The research revealed several key shifts in how children engage with content:

• Beyond Relatability: While relatability matters, children look for characters who are "cool" enough to merit their emotional investment.

• Expansive Imaginations: Young audiences often look for worlds that stretch far beyond a linear plotline.

• Entertainment First: There is a clear desire to be entertained before—or while—being educated.

A New Resource for Creators

Based on these findings, we have developed a new strategic resource: "10 Questions to Unlock Your Creative Potential When Developing for Young Audiences."

This guide is designed to help writers, producers, and creatives reflect deeply on their projects. Whether you are balancing the tension between fun and learning or looking to push the boundaries of originality, these questions serve as a starting point for building content that creates a genuine connection with the next generation.

Deepen Your Audience Awareness

We invite you to explore these reflections and consider how they might spark new directions for your project. To learn more about our research or to discuss how these insights can be applied to your specific project, please reach out to our Head of Audience Insights, Rikke Flodin.