Nick Walters, CEO of Hopster, discusses the global reach of Hopster and its content. They explore Hopster's business model and evolution, licensing original content, and partnering with telcos and pay TV operators. They also touch on Hopster's positioning in relation to Nickelodeon and Disney, the future of kids' content on YouTube, and Nickelodeon's platform strategy.
Hopster offers a curated selection of content organized around a learning curriculum and collaborates with partners to expand its reach.
The transformation of content creation in the kids' digital media space is driven by platforms like YouTube, resulting in new players focusing on quality and responsiveness.
Companies in the kids' digital media space need to understand their target audience and adapt their products to provide meaningful experiences, with a shift towards specialized platforms due to concerns about inappropriate content on YouTube.
Deep dives
Hopster: A Play and Learning Platform for Preschool Kids
Hopster is a global play and learning platform for preschool kids, available in multiple languages and about a hundred countries. With its focus on helping kids learn through the stories they love, Hopster offers a curated selection of content organized around a learning curriculum. The platform originally started with subscription-based app models, offering video content, games, books, and music. However, in recent years, Hopster has extended its subscription model to be delivered through partners, such as TalkTalk and Vodafone, allowing users to access Hopster content through their existing subscriptions. Additionally, Hopster has invested in producing original content, aimed at filling gaps in the market and enhancing their curriculum offerings. They strive to provide a differentiated experience compared to generalist entertainment platforms like Disney and Cartoon Network, focusing on content for early learning and education. Their target audience consists of parents who view childhood as an investment and prioritize ethically and socially conscious content for their kids. With the digital media landscape evolving rapidly, Hopster aims to thrive by providing a clear value proposition and deepening their offerings in specific areas of learning.
Shaking Up Kids' Content Creation
A notable trend in the kids' digital media space is the transformation of content creation. Traditional methods of creating kids' content involved long development cycles and large budgets, typically resulting in 52-episode seasons. However, digital platforms like YouTube have disrupted this model and incentivized short-form, low-budget content creation. This has resulted in an absence of major content franchises originating from digital platforms. Nonetheless, new players are emerging with fresh approaches to content creation, focusing on quality and responsiveness. For example, Quibi (formerly called NewTV) plans to invest in short-form content that is exclusive to their platform and has the potential to become major franchises. Similarly, Hopster aims to apply a digital mindset to premium content creation, favoring short brands and utilizing data to drive future content decisions. The expectation is that more platforms will enter the market, adopting innovative content creation strategies and investing in quality kids' content.
The Changing Landscape of Kids' Digital Media
The kids' digital media space is experiencing significant changes, driven by shifts in consumer behavior and increasing fragmentation. Linear TV viewership among kids has declined, with more digital platforms gaining traction. Besides, the rise of platforms like Netflix and Amazon has disrupted traditional channel-based content consumption. As a result, companies like Nickelodeon are faced with the challenge of reinventing their strategies to remain relevant in the digital age. To succeed, companies must understand their target audience, seek differentiation in the market, and adapt their products and content offerings accordingly. While Disney's upcoming Disney+ platform and Warner's potential offerings demonstrate strong value propositions, other players like Sony Pictures are exploring content licensing models and investments in specific areas of digital media.
The Future of YouTube for Kids' Content
The future of kids' content on YouTube is uncertain, as concerns mount regarding children accessing inappropriate content and being exposed to ads meant for adults. The increased focus on regulation, self-regulation, and advertiser pressure may result in significant changes within the platform. This could lead to a reduction in kids' content on YouTube or the loss of monetization channels, ultimately impacting content creators. These changes may prompt a shift towards more specialized platforms for kids' content consumption, benefiting platforms like Hopster, Amazon Prime, and Disney, which provide curated and dedicated content for children. The fragmentation of the market and the emergence of new digital entrants are expected to reshape the future landscape of kids' digital media.
The Importance of Clarity and Personalization in Kids' Media
In the ever-evolving landscape of kids' digital media, companies must have a clear understanding of their target audience and develop products and experiences tailored to their needs. For instance, Hopster focuses on building a strong connection with 'Disney families,' parents who value ethically and socially conscious content and are willing to invest in premium learning and entertainment experiences for their children. By offering a personalized and mission-driven platform, Hopster aims to cater to this specific audience segment effectively. Companies like Disney, Nickelodeon, and others must also define their unique value propositions, whether by aggregating content across a wide range of properties or focusing on specific areas of learning, and continually iterate their products to provide meaningful experiences for their audiences.
Nick Walters, founder of Hopster, the global play and learning platform joins SuperAwesome's Dylan Collins to discuss the state of children's digital media landscape
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