Moonbug releases report on what families truly expect from media and marketing

Broadcast Pro

09-07-2025

The report comes on the heels of the launch of Moonbug Partner Solutions, a new division that helps brands connect with families through strategic content, campaigns, and collaborations.
A new report from Moonbug Entertainment has revealed a significant gap between how brands market to families and what modern parents truly need and want. Drawing on its deep connection with audiences through shows like CoComelon and Blippi, Moonbug's findings present a case for brands to rethink how they engage with today's emotionally complex and digitally aware families.
The 2025 State of Parenthood Study, developed by Moonbug Insights, Moonbug's in-house audience intelligence unit, offers a comprehensive view of parenting today. The research combined responses from a nationally representative survey of 1,000 US parents with 15 in-depth interviews, revealing that many families feel unseen and misunderstood by most brands.
Among the study's most revealing insights, 41% of parents said no brand has ever truly reflected their emotional experience of parenting. However, when brands embrace authenticity and portray parenting with honesty, the response is overwhelmingly positive: 42% of parents seek out more content, 40% become vocal advocates for the brand, and 41% actively explore its related products.
The report also shows that families are not just looking for background entertainment. A striking 84% of parents want shows they can genuinely enjoy with their children. Additionally, 43% of parents expressed a desire to see more portrayals of imperfect parents, while the same percentage called for content that reflects the day-to-day challenges of raising children.
Dan'l Hewitt, Global Head of Brand Partnerships at Moonbug, said: 'As the company behind CoComelon and Blippi, we have a unique window into the realities of modern parenting — the challenges, the priorities, and the incredible rewards. Families don't just turn to our shows for entertainment. They come for connection, calm, and support. This report is about helping brands understand those emotional needs and show up in more meaningful ways.'
The study offers three core takeaways for brands and content creators: start by deeply understanding the parent audience, prioritise emotional authenticity over perfection, and offer help that is practical and judgment-free.
Johanna Moscoso, Director of Audience Intelligence at Moonbug and the study's lead author, added: 'Modern parenting isn't picture-perfect—it's emotionally complex and deeply personal. This report was born from listening to what families are really telling us. When brands reflect that lived experience with honesty and care, they earn trust.'
The release of the State of Parenthood Study follows the launch of Moonbug Partner Solutions, a new division aimed at helping brands forge deeper connections with families. Central to this initiative is Moonbug Insights, a research platform dedicated to understanding what families are thinking, feeling, and needing.