Moonbug Study: Nearly Half of Parents Say They’ve Never Felt Seen by a Brand
A new study from Moonbug Entertainment reveals a striking disconnect between how brands market to families and what parents actually need. With billions of views each month and daily conversations with parents worldwide, Moonbug has a unique vantage point into how modern families are navigating life—and what they expect from the brands around them.
This powerful perspective led to the creation of the 2025 State of Parenthood Study, developed by Moonbug Insights, the company’s in-house audience intelligence team. Released today, the study combines a nationally representative survey of 1,000 U.S. parents with 15 in-depth interviews. It paints a vivid picture of emotionally overloaded, digitally savvy families—and offers a roadmap for brands that want to show up with more empathy and relevance.
The study reveals a few powerful takeaways:
- 41% of parents say no brand has ever genuinely reflected their emotional experience as a parent.
- When brands courageously choose to reflect the honest realities of parenting, the impact is game-changing:
- 42% of parents actively seek out more content
- 40% passionately recommend the brand
- 41% actively seek out related products
- 84% of parents say they’re looking for shows they can truly enjoy alongside their kids, not just have on in the background.
- Parents want more emotionally realistic portrayals:
- 43% say they’d like to see more imperfect parents on screen.
- 43% want to see more everyday parenting challenges.
“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,” said Dan’l Hewitt, Global Head of Brand Partnerships at Moonbug. “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.”
What it means for brands and creators:
1. Start with understanding: If parents don’t feel seen, they won’t stick around. Relevance starts with emotional recognition.
2. Real beats perfect: Parents connect with authenticity, not polished perfection. They want stories that reflect their actual lives.
3. Help without judgment: Support matters most when it’s practical, honest, and free of guilt.
“Modern parenting isn’t picture-perfect—it’s emotionally complex and deeply personal,” said Johanna Moscoso, Director of Audience Intelligence at Moonbug and lead author of the study. “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 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. One of its key offerings is Moonbug Insights, a research capability that uncovers what families are thinking, feeling, and needing. With insights like the State of Parenthood Study at the core, Partner Solutions helps brands respond in ways that are empathetic, creative, and effective.
