El Reino Infantil’s Digital-First Approach

With more than 222 million subscribers and over 180 million daily views, El Reino Infantil is the leading YouTube channel for Spanish-language children. The platform continues to expand its reach, recently unveiling a five-year partnership with LooLoo Kids to launch new joint channels via YouTube Kids in Italian and German and clinching a deal with HappyKids in the U.S. Ylka Tapia, acquisition and partnership manager at El Reino Infantil, talks to TV Kids about the company’s digital-first slate and offers up some tips on cutting through the clutter on YouTube.

TV KIDS: What sorts of projects have you been developing to roll out on El Reino Infantil?
TAPIA: El Reino Infantil was born as a YouTube channel, becoming one of the pioneers in digital children’s content. Its first videos were adaptations from DVDs, marking a transition from analog to digital formats, driven by the innovative vision of its creator, Kuky Pumar. This strategy allowed us to build a massive global audience, becoming the number one Spanish-language kids’ channel in the world, with over 222 million subscribers and over 180 million daily views.

Our portfolio includes musical videos, educational content, animated stories, interactive video games, live shows, licensed products and FAST channels. We currently produce over 40 new weekly content pieces across various platforms, allowing us to evolve constantly and stay close to our audience.

TV KIDS: How are you funding these shows?
TAPIA: The projects are self-funded, as our large audience allows us to generate revenue across multiple areas such as YouTube, strategic partnerships, consumer product licensing, live shows and agreements with streaming platforms like Netflix, Prime Video, HBO Max and ViX.

The development of FAST channels and distribution via platforms like Roku, Pluto TV, Samsung TV Plus and Tubi has also opened up new monetization streams. We only move forward with theatrical releases or licensing deals once digital metrics confirm that a property is mature and scalable.

TV KIDS: What narrative techniques or durations work best for YouTube-first content?
TAPIA: On YouTube, short-form, engaging and highly segmented content works best—especially when tailored to young children. Unlike traditional models, we don’t release full seasons all at once; instead, we publish content continuously to maintain interest and build habitual engagement.

Moreover, real-time interaction and data analysis allow us to constantly adjust both the story and format, always prioritizing children’s preferences.

TV KIDS: What other differences are there in YouTube-first content versus traditional free-to-air, pay-TV or SVOD shows?
TAPIA: The main differences lie in immediacy, segmentation and direct audience interaction. On platforms like YouTube, we can test, measure and refine content in real-time—something unthinkable in traditional media. Digital-first content must be visually dynamic and emotionally engaging from the very first seconds.

Another key difference is that audience-building is a continuous effort, not reliant on time slots or broadcast grids, and must compete in an environment where even prosumers (consumers who create content) are capturing attention.

TV KIDS: How do you see monetization on YouTube?
TAPIA: Monetization on YouTube depends on several key factors, such as engagement, views, subscriptions and audience-related advertising. CPM and RPM vary depending on the country, digital policies and ad demand.

The type of content and language also impact revenue, with educational or popular formats generating more benefits.

Effective monetization on YouTube requires a deep understanding of the algorithm’s dynamics, audience behavior and strategic content management. It’s not just about posting, but operating with a data-driven business mindset.

TV KIDS: What opportunities are there to monetize outside of the YouTube/AVOD window?
TAPIA: There are many opportunities. Today, we operate with a 360-degree business model that includes: FAST and linear channels on CTV platforms such as Pluto TV, Samsung TV, among others; consumer product licensing (over 700 items), including toys, backpacks, clothing and educational materials; live shows, with international tours across more than 14 countries; interactive video games, with edutainment content via our app; and strategic partnerships with airlines like LATAM and Air Europa to feature our content in-flight.

This diversified model enables us to scale IPs beyond digital screens and expand their real-world impact.

TV KIDS: How are you using data to better understand the reach and value of your content?
TAPIA: Data is a core pillar of our content strategy. We combine native analytics with proprietary systems built in-house to measure performance, reach and engagement at every level—video, channel, playlist, you name it.
We leverage a dedicated content analysis and trends team that meticulously analyzes content performance, including viewership, engagement and retention across all our SVOD and AVOD platforms. We also monitor global consumption trends, understand cross-platform viewing habits and benchmark our performance against competitors across different countries. This data-driven approach allows us to make informed decisions on content acquisition, licensing and development, ultimately maximizing the reach and value of our content for young audiences worldwide. Every expansion is data-validated. We pivot based on this information to make informed decisions about production and publishing. This allows us to scale efficiently, minimize risk and deliver measurable impact across audiences and partners.

TV KIDS: Are you partnering with online content creators?
TAPIA: Yes, we actively collaborate with both established YouTubers looking to scale their brands globally and producers interested in developing new digital-first properties. We offer a robust ecosystem for testing audiences, refining content and scaling IPs across formats and platforms.

Our hybrid model allows these properties to expand beyond digital—into traditional TV, SVOD and even into physical products and brand experiences.