Helping SVT and Bolibompa Stay Relevant for Children Aged 1–4

Bolibompa is Sweden’s most beloved TV brand for preschool children. It features the friendly Dragon and all of the Dragon’s friends in entertaining, educational, and age-appropriate programs designed for the youngest viewers.

To continue creating relevant content, it is essential to maintain a deep and up-to-date understanding of the audience. In this project, the focus was on children aged 1–4 and their families.

Using mobile ethnography, parents documented every TV viewing occasion over a three-day period, covering both weekdays and a Saturday. Through a series of carefully designed tasks, we explored when children watched, what they watched, how viewing choices were made, who influenced those choices, and how much screen time they were allowed.

Parents also uploaded commented photos and screenshots from the viewing sessions, providing rich contextual insight into the streaming platforms and services they used, as well as the content featured in the children’s favourites lists.

The study identified the content characteristics that engaged children most, as well as those that failed to capture their attention. By combining the perspectives of both parents and children, the research revealed how family viewing decisions are made in practice and provided clear, actionable recommendations to help Bolibompa develop future content that remains relevant, engaging, and aligned with the needs of today’s young audience.

Rather than relying on assumptions, the study uncovered emerging viewing habits and unmet needs, creating a clear direction for future content innovation.