Transforming kids content playground
The game-changer: deliver knowledge
From Tiktok to YouTube, younger generations are influenced by a diet of digital content at a very early age. Media companies are focusing to understand what kind of content is more attractive to this ‘Generation Z’. Getting an accurate track is challenging since the majority of content is consumed on smartphones, tablets, and game console devices that still are not included in the ratings. Besides guessing what content is ‘popular’ or successful, there’s also ad revenue decline. The question is how this will reflect on subscribers, new users, and customers in the long run.
Delivering innovation, and not as a buzzword, is more than tech, apps, or new marketing: is a mindset, on how we approach business and content. As a creative and designer, successful business is how can brands relate with audiences, but going a step forward in how we deliver knowledge. This is the real game-changer.
Educational content, the key to the future
Operators generally target families, becoming key drivers of on-demand offerings. Netflix is one of the largest providers of online children’s content through output agreements, but they produced (or acquired) their own content since Disney+ launched its powerhouse streaming, the same with HBOMax feeding from Cartoon Network lineup. Amazon and Discovery, same story. How can we keep up -and more important- be at the top of the game? One approach is to create a market, understand the market, and leverage products and services to its needs. More than revolutionary, it’s smart. The Danish family-owned business LEGO is a fantastic business example, from associating movie franchises and IP’s with its pint-sized heroes, games, movies, etc, to launching major educational programs and learning products in China, the US, and Europe. We need a LEGO Channel asap.
Inspiring children through creative play and learning
It’s not just about having fun, but also delivering purposeful, problem-solving narrative entertainment. Educators, artists, science experts, and creators need to assemble and inspire the next generation, now. This is one of the main drivers growing both business and quality for kids’ content and media.
A decade ago, The Jim Henson Company created Sid the Science Kid (2008), dedicated to teaching science to preschoolers. PBS and other networks saw the genius in the idea. Today, STEAM programs are a must in every serious school program, even popular programming for kids from three to thirteen relate to this. Fun and great STEAM programming have created a diverse and exciting universe of content to stimulate young imaginations and make all kids feel like they can play at being an inventor, engineer, scientist, or artist.
LEGO® Education SPIKE™ Prime student classes enable kids to develop stronger critical thinking and problem-solving skills
Educational entertainment: a bright future
Companies are in creating a new slate of children’s and YA content. Roku, Apple TV, Android TV, and Chromecast join the ranks of Netflix (MC2/Magic School Bus), Amazon (Annedroids/Creative Galaxy/Tumble Leaf), PBS (Sci Girls/Sid the Science Kid/DinoTrain), and Marvel TV with kids’ specific educational content aimed to engage fans building audience strategies for years to come. From integrated educational programs and award-winning content, companies created a whole series of solutions for younger students and help teachers to leverage and engage with their students. We need educational evolution to avoid mental extinction.
Streaming content like “Doozers” (Hulu), focus on “design teaching” based on engineering and design, fantastic machines using recycled resources. Playing creates a perfect opportunity for kids (and adults) to become active, collaborative learners and have fun. Annedroids (Amazon) Its also very much connected to STEAM curricula. Kid-scientist Anne has invented and built her own amazing androids in her backyard lab and enlisted the help of other kids in the neighborhood.
Xbox, more than games
Even Xbox users already spend more time watching video than playing games with the device and heavyweights like Nickelodeon, Hulu and Dailymotion are partnering to create another avenue to connect with their audiences. Tiktok is pushing to bring premium content and live streaming services to sell advertising packages, and even Disney and Saban invested in a viral content platform “Playbuzz” to create and distribute content into social media outlets.
Also, the NFL and the MLB are going after young audiences, encouraging their stars to reach out to fans via Twitter, Instagram, and Snapchat. The focus is to motivate youngsters who are not watching football or baseball on TV (but spending hours on digital) to watch streaming matches online and on mobile. NBCU made a savvy move announcing a consolidated upfront selling advertising across platforms and marketers are targeting interrelated audiences.
Xbox delivers a solid interface featuring all entertainment in one place, from games to favorite streaming, apps and the latest movies.
Sports Illustrated Kids interviews Patriots and Falcons at Super Bowl LI media day in Houston.
These initiatives serve both content and business. The result is much more efficient kids content, generating deeper engagement, and building revenue streams outside the traditional media universe.
Today is the streaming revolution, tomorrow maybe be something else, but innovation will always be the constant. Is the ability to transform the business and identify what plays the best. A thought from Viktor Frankl comes to my mind: “When we are no longer able to change a situation, we are challenged to change ourselves”.
