How Gen Z parents are redefining content standards in China?

In China, Gen Z (born between the late 1990s and early 2010s) is quickly becoming the core parenting group. According to Bilibili report, they are setting new expectations for how families engage with kids & family content. These digital-native parents are turning to online platforms for stories that are fun, interactive, and emotionally meaningful. In this evolving landscape, animation has become the top choice for family entertainment, not only because of its visual appeal, but also because of characters that grow with kids and support early learning through repeat viewing. Character-driven shows, in particular, are becoming part of daily routines, offering shared moments and an easy way to support early language exposure.

Gen Z now makes up 19% of China’s population—around 260 million people—and is behind nearly 40% of national consumer spending, according to the National Bureau of Statistics and the China Innovation Economy Report. By 2035, their annual spending power is expected to reach $2.4 trillion. Now entering parenthood, this generation in China is steadily reshaping the kids & family content landscape with distinct mindsets, digital-first habits, and evolving content tastes.

By 2024, China has 52.4 million children between the ages of 3 and 6. Recent education policies are opening up new possibilities for online early learning. These include continued childcare subsidies, broader access to free preschool, improved early education resources, and ongoing digital learning improvements. English learning has long been a top priority for Chinese families. While it was traditionally addressed through offline tutoring and exam-oriented classes, today's parents are embracing more natural, play-based approaches that better match young children’s daily routines and interests.

In a recent survey of 2,000 households Bilibili conducted across new first- to third-tier cities (classified by commercial resources, demographics, infrastructure, and economic potential), they found that:
・96% of parents support English exposure during preschool years;
・87% are interested in online course-based content;
・66.7% are actively using English-language animation as part of their child's daily learning, surpassing offline tutoring institutions (61.8%) and other tools such as language learning apps and English-language picture books.

These findings highlight the central role of English learning in Chinese households. Among the many tools families turn to, English-language animation stands out as a natural fit for early exposure, thanks to its compelling storylines, relatable characters, and strong replay value.

CONTENT STANDARDS ARE EVOLVING
Among the families Bilibili surveyed, over 85% of parents were born after 1990, representing typical Gen Z behaviors. They are bringing a new perspective to what counts as "good content"—favoring digital access, convenience, and emotional connection over rigid educational outcomes.

More specifically, they prefer flexible, on-demand formats such as short videos and subscription-based platforms, and pay attention to whether their kids rewatch a show, connect with the characters, or casually mention them during play. When deciding what's worth paying for, it often comes down to how much their child enjoys it, rather than how much it claims to teach. To these parents, quality content is defined more by how it fits into everyday family life—bringing joy, sparking conversation, and fostering emotional connections. This shift is pushing platforms and content creators to rethink how they build stories that can grow with families over time.

CHARACTER-DRIVEN GROWTH IN KIDS & FAMILY CONTENT
Gen Z parents are continuing to influence what families expect from media. Emotional connection and shared experience are becoming central priorities. At the same time, platform competition is also shifting—from chasing viral hits to building sustainable content ecosystems rooted in compelling characters and consistent storytelling.

Many platforms are embracing character-led, family-centered strategies that reflect the habits of digitally native households. The ability to create content that is repeatable, scalable, and emotionally engaging is becoming a key driver of long-term success. Programming that reflects everyday life, encourages co-viewing, and fosters strong character attachment is expected to anchor the next phase of growth in this space.

Globally, familiar brands like "Sesame Street English", "Kid Castle", and "Baby Einstein" have built their reputations on English-language learning through characters that families can grow with and feel close to. Their strengths—relatable characters, family-driven narratives, and situationally relevant storytelling—are well-suited to the evolving preferences of Chinese families and show how well these models can travel across cultures.

As the demand for high-quality, character-based media continues to rise, China's young families are emerging as a vital audience shaping the future of global kids & family entertainment. This creates new opportunities for both local creativity and international partnerships.