Made For Kids are alright for YouTube monetisation | Ratings/Measurement | News | Rapid TV News
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A study from social video analytics company Tubular Labs measuring the growth of YouTube's Made For Kids marketplace has seen major uptick in views/engagements on the platform since the start of the pandemic.
Made For KIds Tubular 28AUg2020
Tubular said that six months launch, the growth of Made For Kids has led to billion dollar deals. It found an increased appeal in the value of kids-related content leading to acquisitions and new licensing deals such as kids’ media giant Moonbug acquiring Blippi and Cocomelon.

One of the key standouts from the research was that there had been a 79% increase in views for Made For Kids media in the first half of 2020 compared with the same period a year ago. The platform’s video views were found to have increased over the last three years, with media companies seeing the highest growth. In addition, Covid-19 lockdowns from April led to a significant and sustained spike despite Made for Kids policies.

The report also cited the leading brands that were capitalising on Made For Kids content. These included Mattel, Spinmaster, MGA Entertainment, Hasbro and Lego.
The study also suggested that driving high volumes of views to capture programmatic ad revenue was no longer the main business practice for many YouTube kids' channels. Instead, argued Tubular, proving the value of intellectual property while continuing to grow your audience, has become critical. Moreover, monetisation through content licensing and merchandising was now even more important for kids’ media companies, as brands look to grow their audiences.

In a call to action, Tubular Labs said that there were four ways for Made For Kids brands and creators to grow audiences and grow monetisation. First of all, it advised that brands and creators to capture white space opportunities for a competitive advantage
. It noted the success of Peppa Pig and Blippi which grew audiences by creating videos in less saturated areas. Secondly, Tubular Labs urged brands and creators to localise content to fuel growth with international audiences. Peppa Pig was again a key example.

Another notable piece of advice was for creators to consider longer-form video durations, that is over twenty minutes. Long-form durations were found to be driving the majority of views for top creators like Baby Bus and Cocomelon. The study found that in all 37% of all Made For Kids video views were from videos lasting over twenty minutes. More than three-fifths (61%) of Peppa Pig’s views were from watching content of such length while for Cocomelon this was 59%.

Finally, the Tubular Labs study found that brands and creators could uncover untapped growth opportunities by evaluating and comparing earned and owned views. It observed that Barbie increased owned growth in key APAC markets where there were earned views.