- West Virginia corrections employees suspended after Nazi salute photo surfaces Thursday 8:02 PM
- Here are the 15 best Eddie Murphy movies available to stream Thursday 7:56 PM
- Ex-InfoWars video editor admits to making up Islamophobic stories Thursday 6:55 PM
- WhatsApp accounts deleted amid Kashmir internet blackout Thursday 6:21 PM
- Guy gets mocked for tattoo of Baby Yoda drinking White Claw Thursday 6:18 PM
- Spotify Wrapped has people asking just how much it knows about us Thursday 5:50 PM
- Instagram account allegedly asked for inappropriate photos of children Thursday 5:16 PM
- How to stream ‘Boys vs. Bears on Thursday Night Football Thursday 4:33 PM
- Woman caught her boyfriend cheating through his Fitbit Thursday 4:29 PM
- The Pete Buttigieg ‘High Hopes’ dance was designed by an intern Thursday 4:17 PM
- TikTok admits to hiding content made by fat, LGBTQ, and disabled users Thursday 3:58 PM
- ‘Merry Happy Whatever’ is an unoriginal sitcom with plenty of holiday cheer Thursday 3:55 PM
- The ‘Pod Save America’ Bros are losing it over Joe Biden’s newest ad Thursday 3:28 PM
- Van Halen had a wholesome response in defense of Billie Eilish Thursday 3:15 PM
- Influencer faces wrath of K-pop fans after her son played with penis-shaped soap Thursday 1:27 PM
DreamWorksTV celebrates one year of kid-friendly YouTube success
The year-old YouTube channel takes the crown for original kid programming.
YouTube is ultimately the domain of kid consumers, and efforts for reaching them are constantly under development.
Enter DreamWorksTV, the YouTube arm of the greater DreamWorks, which aims to win kids over not by repurposing already-established winning content and characters, but by breaking new ground.
“As opposed to us being essentially a marketing arm of a broader media organization, we wanted to create a destination where families and kids can go to have a real engagement with properties and characters they love,” explained head of DreamWorksTV Birk Rawlings. “While I understand why other companies do it that way, we want to grow this as a destination.”
Launched one year ago, DreamworksTV courts the “36.1% of kids between the ages of 8 and 15” who call YouTube their favorite website. It’s part of YouTube’s kid-friendly app, itself a startup, developing over 50 new programs in the last year, including a mix of animation and live action. Some worked, some didn’t, but overall the channel is outpacing its established competitors. According to YouTube statistic hub VidStatX, DreamWorksTV is outperforming YouTube pages from Nickelodeon, Cartoon Network, and Disney Channel with 1,287 daily subscribers and 719,256 daily views.
“Honestly, when I started, I thought we had a borderline impossible task ahead of us,” said Rawlings. “The biggest challenge with communicating with the kid market is you can’t track them. But while that is, compared with doing things for adults on digital platforms, a challenge, I come from traditional television and traditional media, so it’s not as big a loss for me. I’m not used to having that kind of immediate feedback either way.”
YouTube, however, is full of feedback, chock full of comments from fans who praise the network’s output or offer criticism. For DreamworksTV to develop a new idea, the litmus test is simply, “Is it fun?”
“We want everything we do to be fun,” Rawlings said. “In terms of the programming and the characters, we want everything to be relatable to a grade-school kid audience. In terms of influencers, in most cases we want their brand and their audience, if not to be kids themselves, to be in a similar space and ecosystem.”
That yields shows like Songs That Stick, featuring kid covers of pop songs, or LifeHacks for Kids, which teaches how to make edible glitter and bowls out of chocolate—both eminently kid-friendly, but also prime for search. The channel also partners with established AwesomenessTV personalities in a kid-friendly way, like JennXPenn hosting a record-setting program. In the end, it’s about treating kids on YouTube like the savvy consumers that they are, and programming accordingly.
“They’re YouTube natives,” said Rawlings. “They don’t have to fumble their way around it. In our programming and our marketing, if we embrace the platform for what it is, which is ultimately a search engine, kids find the things that they want.”
Screengrab via DreamWorksTV/YouTube
A former YouTube reporter for the Daily Dot, Rae Votta has more than a decade of experience in the digital and entertainment industries. Her work has appeared on AOL, Huffington Post, Out Magazine, Logo, VH1, Current TV, Billboard, and NYMag. She joined Netflix in 2016.