iWorld

Three years down, YouTube Kids unable to make an impact

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/05/14/YouTube-Kids.jpg?itok=qj--688T

MUMBAI: Generation Z has grown up with mobile phones and even smartphones in their hands. What TV was to the older generations, the phone was to these kids who grow up with YouTube. In 2015, YouTube Kids was launched promising filtered content and parental control but Indian viewers seem to have given it a pass.

“The app makes it safer and easier for children to find videos on topics they want to explore,” YouTube Kids group product manager Shimrit Ben-Yair said in a blogpost when the app was first unveiled. In 2016, the app was officially launched in India. Parents can keep a timer restricting the usage as well as limiting the content kids can search with a “turn off” option. There are four sections in the app offering different kinds of content- shows, music, learning, explore.

YouTube along with other OTT platforms targeting kids has become a ‘digital babysitter’. Though, according to a recent survey, even in developed countries, big screens remain a favourite of kids, the trend of consuming content on portable screens is rising expediently. Turning away from linear TV content, kids are increasingly flocking towards digital content globally. In such a scenario, YouTube Kids definitely has a promising market but there are several factors stunting the growth, especially in India.

In India, YouTube has not aggressively started any campaign till now for its standalone app. While YouTube itself offers a wide range of kids’ content, other OTT platforms such as Viacom18’s Voot have done extremely well in terms of views. It has popular shows such as The Powerpuff Girls, Ben 10, Roll No. 21 and Chotta Bheem alongside Dora, Spongebob, Motu Patlu, Shiva and Pokemon.  Amazon and Netflix also have rich content—both commissioned and original.

In addition to that, YouTube itself is a competition to YouTube Kids with children having plenty of entertainment options. Sparky short form content channels like ChuChu TV, LittleBabyBum, ToyPudding TV, Marsha and the Bear, Ryan ToysReview have more than 13 million subscribers and are thriving. The numbers show how many kids flock to these channels. Whereas, YouTube Kids is restricted. It can be accessed only on mobile devices and smart TVs making it less accessible than the parent site.

“From collections of channels from trusted partners to enabling parents to select each video and channel themselves, we’re putting parents in the driver’s seat like never before,” YouTube Kids product director James Beser said after the recent announcement of introducing several ways for parents to limit what can be watched on the popular app after receiving huge criticism. After three long years, at least YouTube has acknowledged it needs better policing for the kids app.

While YouTube has marketed its kid-specific app as a safer place for children, it has to walk a long way to prove itself safer. With its main site being unbeatable in the competition, amidst outcries from child rights groups, the presence of several other players offering various range of kids’ content, YouTube Kids is still not a primary option for kids.

One of the main reasons behind the launch of YouTube Kids was to make it a safer platform for parents, who didn’t want their children using the main site unsupervised. Since the launch of the app, advocacy groups listed several serious problems. Amidst cartoon animation, explicit sexual language was used, graphic adult discussions about family violence, pornography and child suicide were noticed, modelling of unsafe behaviours, even jokes about paedophilia and drug use were discovered. Along with that, through the commercials, there are enough potential risks for kids to watch inappropriate content.

Despite not tasting the kind of success YouTube is accustomed to, especially in India, YouTube Kids finds itself to be under promoted. Though more kids are hopping on board digitally, the lack of success of YouTube Kids is a glaring anomaly. YouTube has to ramp up the offering and make the app a safer place for kids, thereby giving usage a shot in the arm in a cluttered market.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/facebook.jpg?itok=DgIQC_ju
Facebook unable to monitor content in all languages

Amid the flood of various new languages, Facebook Inc is struggling to monitor content, according to a Reuters report.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/eros.jpg?itok=nbzMue3I
Eros International’s Andhadhun has grossed Over $43 million in china

Eros International Plc (NYSE: EROS) (“Eros” or “the Company”), a Global Indian Entertainment Company, today announced that Andhadhun, an engaging thriller starring Tabu, Ayushmann Khurrana and Radhika Apte, has collected over $43 million since its initial release in China earlier this month.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/23/jio.jpg?itok=zT49vVZ2
Jio GigaFiber to offer broadband, landline, TV services for Rs 600

The upcoming disruptor in the wired broadband sector, Reliance Jio GigaFiber is expected to enter the market with a combination of broadband, landline, TV services priced at Rs 600 per month.

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/modi.jpg?itok=k0ZLp2iV
EC orders Eros Now to stop streaming Narendra Modi biopic

The Election Commission of India directed Eros Now, that produced a five-part series about India’s PM Narendra Modi-- Modi: Journey of a Common Man, to stop streaming from it on the platform as it could give the political party, BJP, an unjust advantage in the general elections.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/vodafone.jpg?itok=KRlA5JEc
Vodafone Idea and Sonyliv partner to bring premium content to customers

Vodafone Idea Limited (“Vodafone Idea”), one of the leading telecom service provider in India, today announced a partnership with SonyLIV, a premium video on demand service by Sony Pictures Networks India Private Limited, providing multi-screen engagement to users.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/MPS.jpg?itok=rCN1LKjE
MPA analysis: online video revenue to double in APAC between 2019 and 2024, redefining the future of tv

The Asia Pacific online video market will double in size over the next five years, according to analysis released today by Media Partners Asia (MPA), as the explosion of screens and smart devices, driven by mobile broadband connectivity, drives digital growth and scalability across the region.

iWorld Video On Demand
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/shemaroo.jpg?itok=qpt5Yz0U
ShemarooMe app now available on Amazon Fire TV Stick

Shemaroo Entertainment Limited’s over-the-top (OTT) platform ShemarooMe, is now available on the Amazon Fire TV Stick with Alexa Voice Remote.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/manish%27.jpg?itok=4k9rnRgb
Twitter appoints Manish Maheshwari as India MD

Twitter announced today that it has appointed Manish Maheshwari as managing director for India.

iWorld Social Media
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/04/22/tick.jpg?itok=P3CqYAM9
OTT platforms taste success in adapted content

The enthusiasm around Hotstar Special Criminal Justice was noticeable on social media platforms since it started streaming on the platform from 5 April. From well-known faces in Bollywood fraternity to mass audience, the Indian adaptation of the British TV series has been appreciated by different...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories