WildBrain’s Kate Smith on the Opportunities on AVOD, YouTube & More

As commissioning remains down across the kids’ business, IP owners with standout libraries are exploring all the avenues available to maximize the value of their slates. WildBrain—which touts a distribution portfolio of hits such as Strawberry Shortcake, Teletubbies and Caillou, as well as newer series like Zip and the Tiny Sprouts and L’il Stompers—is getting creative to monetize its content and find homes for its deep catalog across the media ecosystem. Kate Smith, executive VP of audience engagement, sat down with TV Kids to talk about gains in the AVOD business, evolving exclusivity needs, the approach to YouTube and more.

TV KIDS: With commissions down, are you seeing platforms acquire more to fill their programming needs?
SMITH: We’re seeing broadcasters and streamers make more library acquisitions in response to the decline in original commissions. We have seen more renewals of well-known series and globally known IP for both commissions and acquisitions. Series such as Teletubbies offer large volume, active franchise marketing and build on high awareness among parents.

TV KIDS: What gains are you seeing on the AVOD side?
SMITH: We’re seeing exciting momentum across various AVOD platforms. Broadcasters are increasingly open to AVOD windows, which is encouraging for franchises looking to build their awareness and affinity with kids. We see kids today want to watch what they want, where they want, when they want. The more places a show is available, the more engagement we see across different forms of content distribution. Strawberry Shortcake is a great example—we took the opportunity to widely distribute the library of series with multiple partners in the U.S., and the more we made it available, the higher the franchise engagement.

TV KIDS: How have you seen exclusivity needs change?
SMITH: While not as crucial, exclusivity still has a place, especially when it comes to major franchises, originals and brand-building. As more platforms look to build brand loyalty and differentiate in the market, exclusive content can help do that. That said, we’re seeing a shift, particularly in kids’ content and acquisitions. With commissioning down, many platforms are leaning into non-exclusive deals—they’re faster, more budget-friendly and can help fill gaps in programming while still maintaining engagement.

TV KIDS: Are there particular genres in demand from the acquisitions side?
SMITH: Well-known IP, strong character brands and franchises that have an active fan base are all in demand. There’s also a growing appetite for “kidult” content, meaning multi-generational content to engage kids and adults alike, such as nostalgic series or seasonal specials around key holidays. Additionally, preschool is always in demand.

TV KIDS: How important is it to have ancillary materials to include with packages that platforms can deploy on their social media channels?
SMITH: It’s become increasingly important to consider promotional materials that will be effective on social platforms and YouTube. We’ve evolved our support materials to include more short-form video content, which is often what these platforms are looking for to drive engagement. In some cases, we’ve even put the first episode “in front of the wall” as a teaser to help build early buzz around a series and drive tune-in.

TV KIDS: How are you approaching YouTube?
SMITH: WildBrain has been operating on YouTube for nearly a decade, and it’s become a key part of how we connect with families around the world. Today, we manage one of the largest networks of premium kids’ content on the platform, generating over 17 billion minutes watched per month and over 1.5 trillion lifetime minutes watched since launching in 2016.

Our YouTube proposition is brand-safe, with a wealth of broadcast-quality entertainment for families worldwide. We manage and optimize channels for our own and partner brands to deliver COPPA- and CARU-compliant monetization opportunities. In an age where YouTube is a go-to platform for kids, well-run, active YouTube channels are essential, as they provide useful data and insights and an additional stream of revenue.