YouTube Red launches slate of original children’s programming
Animated series Fruit Ninja: Frenzy Force heads a range of new shows aimed at YouTube Red subscribers aged 12 and under – but Hong Kong youngsters will have to wait
YouTube is taking a bold step to capitalise on its popularity among swipe-savvy kids – and become a bigger player in the entertainment industry.
The internet’s dominant video platform has announced that it will launch its own slate of original TV shows aimed at children and families in the coming months.
The new series expand the roster of original productions under the global streaming giant’s monthly subscription service, YouTube Red, which launched in October (though it is not yet available in Hong Kong). The first batch of programming – four shows, whose premieres will be spaced out – will start rolling out in April.
With rising competition for eyeballs, YouTube can no longer rely on amateur videos and user-generated content to generate traffic and advertising revenue. So the Google-owned video site has begun investing in and distributing original shows targeting young viewers – starting with teens and young adults – who are increasingly bypassing traditional television and movies. The push into children’s programming is an extension of that strategy.
The new shows, aimed at children aged 12 and under – including the animated series Fruit Ninja: Frenzy Force that is based on the smartphone game – will be available through the mobile app YouTube Kids, as long as pint-sized users (or their parents) subscribe to YouTube Red. The app launched two years ago and helped pave the way for the children’s programming.
“We’re now in a place where it really makes a lot of sense to have even more inspired and creative content to reach our audience,” says Malik Ducard, head of YouTube Family and Learning. “It’s been a storied evolution, and we’re happy it’s one of our next phases.”