“Powered from the Playground: How Kids Content Can Supercharge Your Growth Strategy” has been a top session from Parrot Analytics’s Alejadro Rojas, Director of Applied Analytics, who highlighted the huge opportunities this segment is offering to the different kind of companies: developers, producers, brands, media
For the past four years, demand for children’s content has grown 54%, faster than any other genre. The steady increase in demand proves to be a significant opportunity for streamers looking for growth as the so-called ‘gateway genre’ is known to attract and retain new audiences.
On this VS Next presentation, Alejandro Rojas, Director of Applied Analytics, dived into the global demand for kids’ content by revealing which series are most popular in LATAM and worldwide as well as new methods of monetizing demand for children’s IP: ‘Kids content demand is representing this year 7% of the total global demand. Platforms as Netflix are using kids IPs to drive subscribers. There is a big correlation between demand for children content and Netflix gross conversion’, he initiated.
New IPs are gaining popularity sooner, too, according to a chart shared by Rojas: ‘Usually, brands take a longer time to become popular, but Cocomelon for example, only needed 2 years to reach the peak globally, or Miraculous Ladybug who did it in 6. Children IPs have the ability to resonant very quickly, find an audience and grow in scale’, he resumed.
The executive underlined the ‘huge potential’ of kids’ brand, and the importance of exploring audience preference, using data. He exemplifies with Peppa Pig, saying that the growing popularity of Entertainment One property since 2018 has brought to the company bigger ancillary businesses. Also, he mentioned all-time classic Power Ranger with 8.2 million subscribers in YouTube’.
‘YouTube presence is key: the audience that you need to reach could be there and, through platform, brands can offer what they are looking for. Interestingly, Power Rangers has a high affinity with medical reality and travel documentaries, and these relationships are built in the digital world with social media taking a big role’, he remarked.
Monetization is another strategic part of this business. Licensing and merchandising are arising in brands like Roblox or Minecraft (gaming), Hasbro, Jakks or Mattel (Toys), or co-branding with Kraft or General Mills (food). ‘Another thing that can be done is using movies to drive demand to incentivize the audience to watch more. High demand drives toy sales and other segments as gaming, both growing steadily’, concluded Rojas.
The full session can be watched here: https://virtualscreenings.com/vs-next-panel-8/
