here<\/strong><\/a>.<\/p>\nThe conversation began with Brzoznowski asking the panelists to weigh in on what\u2019s driving gains in the kids\u2019 AVOD segment.<\/p>\n
\u201cThere\u2019s a lot of subscription cutting,\u201d said Bisner on the streaming landscape today. \u201cThere are issues with the economy. There is a desperate need for content with no barrier to entry for kids and families globally. The drive for kids\u2019 AVOD comes from parents being younger and having grown up with the internet and, of course, knowing the dangers that kids can face online and making wise decisions and researching where their children can safely view content.\u201d<\/p>\n
Di Lorenzo added: \u201cIt is about transitioning audiences. In the U.S., we lost about 6 million subscribers on cable and satellite last year. There\u2019s been a paradigm shift in where audiences are going to watch content. Through the pandemic, we saw triple-digit growth in audiences. That slowed a little bit last year into high double digits. Audiences are moving into streaming now, and that\u2019s where they find most of their content.\u201d<\/p>\n
Salas-Amaro heads up Canela Kids, which is aimed at the U.S. Hispanic and Latin American markets. \u201cIt was important to showcase well-known franchises to both the kids and the parents,\u201d said Salas-Amaro on the newer platform\u2019s strategy. \u201cWe promote our space as safe, 100 percent in Spanish and an always free environment for our families.\u201d<\/p>\n
For Nordberg at Playground TV, \u201cgetting multilingual content throughout Europe is a key driver for growth in this region with all the different languages you have across Europe.\u201d<\/p>\n
As for how much content each of these services is buying, Di Lorenzo said HappyKids has been \u201caggressive in acquiring content. Kids are watching a lot of different types of formats, a lot of different types of content. We\u2019ve got a mix of studio-produced content, YouTube influencers, UGC, gaming. We have very strict standards and practices, making sure that we have a safe environment for kids to watch this content. Last quarter we brought in about a thousand half-hours.\u201d Of that lineup, about two-thirds was studio-produced content from global producers. \u201cThe rest of that was YouTube content. And that was just in terms of new IP. We\u2019ve got monthly refreshes coming in from partners like Moonbug and others who are bringing in new content on a monthly basis.\u201d<\/p>\n
Canela Kids is also working with Moonbug, Salas-Amaro noted. \u201cWe took advantage of the fact that they had new content coming in that wasn\u2019t available on other Hispanic streamers. We were able to capitalize on that. We\u2019ve rolled out anywhere from 1,700 to 2,000 hours in the last year. We have about 3,000 hours right now on our platform.\u201d<\/p>\n
Playground, a relatively newer entrant, is still building on its portfolio, Nordberg said. \u201cWe\u2019re trying to increase it as much as possible to cater to the European audience.\u201d<\/p>\n
Kidoodle.TV, meanwhile, has been in operation since 2012 and, as such, has a \u201crobust catalog,\u201d Bisner noted. \u201cWe\u2019re serving kids under 12 in 160 countries. It\u2019s curating the biggest brands in the world. It\u2019s not a quantity play but a quality play for us. We own the word Safe Streaming. We want partners that care about that mission and what we\u2019re doing to better the children\u2019s experience online around the world, matched with philanthropic endeavors. We want partners who are going to talk about being on Kidoodle.TV. We want brands that will plant the seeds and continuously water the plants. We have a backstage analytics portal, which is very transparent, and it\u2019s quality revenue. We want our partners engaged. This is a relationship, and that\u2019s very important in AVOD.\u201d<\/p>\n
Bisner added that IP owners doing business in the AVOD space need a \u201csocial strategy. With the right execution, it does help elevate a brand. There\u2019s a lot out there right now. There\u2019s a lot to choose from. What\u2019s going to get the attention of the parents that are scrolling?\u201d<\/p>\n
The conversation then moved to acquisition wish lists for each of the services. \u201cWe\u2019re not just looking for back catalog,\u201d Bisner said. \u201cWe\u2019re looking for brands with significant awareness and partners that are engaging.\u201d She referenced Kidoodle.TV\u2019s recent pact with the Dude Perfect YouTube brand.<\/p>\n
At Canela Kids, \u201cWe want to tell stories from a kid perspective,\u201d Salas-Amaro noted. \u201cI think we need to be telling more stories about culture. I don\u2019t see that out there. We\u2019re not looking so much for preschool. We\u2019re looking more for 7 to 9 and family-oriented titles.\u201d<\/p>\n
At Playground, \u201cWe\u2019re looking for the European favorites,\u201d Nordberg said. \u201cBarbapapa<\/em> in France, Fix and Foxi<\/em> in Germany; they resonate with parents. We\u2019re going after those classics and newer productions of those.\u201d<\/p>\nLive action and movies are on Di Lorenzo\u2019s wish list at HappyKids. \u201cWe\u2019re also looking for new ways to work with partners, whether that is a spin-off series or something that maybe is exclusive to our audience. It\u2019s working with partners to find new ways to bring exciting content around a brand they\u2019re already familiar with. We\u2019re 0 to 12, but our focus lately has been on juggernauts in the preschool space, whether it\u2019s Cocomelon<\/em> or DuckTales<\/em> or PAW Patrol<\/em>. We\u2019ve got a very strong presence in preschool. One of the challenges for us is trying to find that older audience content.\u201d<\/p>\nAs for gaps in the market, Bisner highlighted the need for more diverse content. Di Lorenzo agreed and also pointed to the lack of live-action sitcoms. \u201cWe\u2019ve found some gems from Australia and other places in the world that have worked well for our audience. But that\u2019s always a format that\u2019s tough for us.\u201d<\/p>\n
The lack of culturally resonant kids\u2019 content for Spanish-speaking audiences led Canela Kids to commission its own original series S\u00faper Ellas<\/em>, Salas-Amaro explained. The animated series highlights Latina trailblazers. \u201cI\u2019d like to see more of that.\u201d<\/p>\nBrzoznowski then asked the panelists about deal structures. HappyKids is doing flat-fee licensing, advanced minimum guarantees and revenue shares, Di Lorenzo said. \u201cIt depends on the content, the exposure the content has across other platforms and how well it\u2019s known across our audience. There\u2019s no one set structure for us in operating with partners. We want to bring partners in and make sure that we do the best job we can to support their content, make sure that their content is seen and that it\u2019s given an opportunity to shine on our network.\u201d<\/p>\n
It\u2019s a similar situation at Canela Kids, Salas-Amaro added. License fee models are preferred over rev-shares, \u201cunless it\u2019s a FAST opportunity. A minimum guarantee depends on who it is. It depends again on the property and what it will bring to the platform ultimately.\u201d<\/p>\n
\u201cBeing a young company, it\u2019s fairly expensive to build a good content portfolio,\u201d Nordberg said. \u201cWe are limited, and we only do revenue-share deals with no minimum guarantees. That\u2019s our structure to build our portfolio.\u201d<\/p>\n
APMC is a tech company, Bisner said, with the ability to accurately measure how shows are faring. \u201cEstimations can be made around brands that we know have already been successful with us. We pay a CPM rate that\u2019s not advert dependent, and all of our adverts are vetted for kids and not interrupting the show, which we are very serious about. We have been a new revenue stream for a lot of people. You want eyeballs and revenue, right? You want to reach kids, and how you\u2019re reaching kids should matter. Just putting it anywhere and not knowing what it\u2019s sitting next to, what it looks like on the service and how other things may be found are considerations that need to be put on the table before making any deal. We feel we have a very fair deal structure. Every conversation has to be different, especially the bigger the brands are, especially what their needs are. It\u2019s a dialog.\u201d<\/p>\n
On the role of exclusivity in AVOD, Bisner noted, \u201cThere\u2019s no such thing as exclusivity in AVOD. We have a lot of similar brands. We all know the same people. So how is it going to be different for David? How is it going to be different for me? How is it going to be different for Maggie and Daniel? That\u2019s important. What\u2019s that conversation, and how are the two companies going to cross-promote in a way that\u2019s going to make sure it has exposure and people are going to go there to watch it? That\u2019s the bottom line.\u201d<\/p>\n
Salas-Amaro agreed, adding: \u201cWhen we acquired the Moonbug package, it was on another Hispanic streamer. But since we had done a deal after they did their deal, we got new stuff. That was the competitive advantage that we had. Cocomelon<\/em> is all over the place, and so are the other shows, but we\u2019re coming in with new seasons, and we had two new shows that were not part of the package that another streamer had. Now their license is over, and we are the ones that are owning the space.\u201d<\/p>\n\u201cWe work toward exclusive packages in some instances,\u201d Di Lorenzo noted. \u201cSome of this content is across multiple platforms, so whether it\u2019s an exclusive special or something we can say to our audience, we\u2019re bringing something new to you that\u2019s different. Future Today is a publisher of apps. We publish apps for a lot of different brands. So it may not be exclusive content, but we\u2019re the largest place to find that content. Whether we\u2019re talking about the LEGO app or the Cocomelon app or the Blippi app, these are destinations that have an entire portfolio of content. In that respect, it\u2019s not necessarily exclusive, but it\u2019s the destination hub to find everything under a specific brand.\u201d<\/p>\n
Exclusivity doesn\u2019t \u201cgo hand-in-hand with a revenue-share model only,\u201d Nordberg added. \u201cExclusivity demands some kind of commercial commitment, which we are too young to take on board.\u201d<\/p>\n
On the role of originals in AVOD, Salas-Amaro said Canela Kids\u2019 move into that space was a natural evolution given the investments its parent company, Canela Media, has been making in Spanish-language content across its portfolio. A third original, focused on the environment, is planned for next year.<\/p>\n
Kidoodle.TV has also been investing in originals. \u201cWe\u2019re not someone you would call for co-production or gap financing,\u201d Bisner said. \u201cOur originals are made in-house with our incredibly creative team.\u201d She added: \u201cWe\u2019re taking very analytical approaches to our decision-making there.\u201d<\/p>\n
Similarly, Di Lorenzo said HappyKids is not at the point where it would \u201cco-produce a studio-produced show. That\u2019s something we\u2019re interested in exploring, but not sure 2023 will be that year. We work with many gamers and have a lot of user-generated content. It gives us an opportunity to create thematics around some of this gaming content, as well as making sure that it fits into our standards and practices.\u201d<\/p>\n
Nordberg said that Playground has been exploring the AI space. \u201cAt the beginning of this year, we started to develop another service called Storyplai where users can create their own stories. These are right now audio-only, but it\u2019s really interesting what you can do with a tool like that. For us, AI would play a bigger part in our future when it comes to producing original content.\u201d<\/p>\n
The programmers then discussed what they have learned about how kids are engaging with content on AVOD. \u201cWhat is toward the front of any row is going to get more attention than anything that is passed the fifth or the sixth poster,\u201d Salas-Amaro observed. \u201cIt\u2019s the same with the linear [FAST] channels.\u201d<\/p>\n
Di Lorenzo agreed, noting that it\u2019s generally the \u201cusual suspects\u201d\u2014well-known brands\u2014that kids will flock to. \u201cWe try to make sure that we\u2019re promoting these shows by using banner ads and billboards in different spots. One of the great things about AVOD is that we do have the ability to have a large catalog of content that allows our users to search and find things. It\u2019s nice to have a lot of content available for kids to watch because they want to explore. This platform allows us an opportunity to create an environment to find a little bit of everything you want to watch.\u201d<\/p>\n
Bisner added: \u201cShows have to compete against the usual suspects. Peppa<\/em>, PAW Patrol<\/em>. How are you going to hold up? It goes back into that social strategy and that brand packaging and how it is special for being on that platform.\u201d<\/p>\nShe continued, \u201cLong-form content is the bastion; it\u2019s sticky. It keeps kids there for longer. Retention is very high. That\u2019s important for us. We\u2019re looking to make time and space for the brands that will come out and do well and then invest more time into the ones that are doing well and adding more.\u201d<\/p>\n
The panel wrapped with a discussion about FAST channels. At Canela Kids, \u201cWe premiere some of the titles first on the FAST channels and then we move them on to AVOD,\u201d Salas-Amaro explained.<\/p>\n
Di Lorenzo said Future Today operates a range of FAST channels and brought a FAST experience into the HappyKids AVOD app. \u201cThe FAST channels we\u2019re launching are branded around a specific brand. Kids are not a lean-back audience; they lean in, and they want to watch what they want to watch. We\u2019ve got about ten FAST channels in HappyKids right now, and we plan to expand that because we\u2019ve seen that our audience is gravitating toward that viewing experience.\u201d<\/p>\n
Kidoodle.TV is also operating in the FAST space, Bisner said. \u201cWe\u2019re looking back at traditional models of television programming. How can we update it? We\u2019re looking at day-parting. What can we bring to an audience in the morning, afternoon, evening and then on the weekend to make it special? What kind of promotion can be done around that? We\u2019re exploring how we can show up in a way that is more eventized and leads to some social cross-promotion.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
The third edition of the TV Kids Summer Festival kicked off today with Kidoodle.TV\u2019s Brenda Bisner, HappyKids\u2019 David Di Lorenzo, Canela Kids\u2019 Maggie Salas-Amaro and Playground TV\u2019s Daniel Nordberg talking about the acquisition strategies at their AVOD services.<\/p>\n","protected":false},"author":290,"featured_media":25242,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[6051,4595,6478,6398,899,7820,5874,142,6879,5728,5973],"class_list":["post-25241","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-avod","tag-brenda-bisner","tag-canela-kids","tag-daniel-nordberg","tag-david-di-lorenzo","tag-fast","tag-happykids","tag-kidoodle-tv","tag-maggie-salas-amaro","tag-playground-tv","tag-tv-kids-summer-festival","pmpro-has-access"],"yoast_head":"\n
AVOD Programmers Talk Wish Lists - TVKIDS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvkids\/avod-programmers-talk-wish-lists\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AVOD Programmers Talk Wish Lists - TVKIDS\" \/>\n<meta property=\"og:description\" content=\"The third edition of the TV Kids Summer Festival kicked off today with Kidoodle.TV\u2019s Brenda Bisner, HappyKids\u2019 David Di Lorenzo, Canela Kids\u2019 Maggie Salas-Amaro and Playground TV\u2019s Daniel Nordberg talking about the acquisition strategies at their AVOD services.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvkids\/avod-programmers-talk-wish-lists\/\" \/>\n<meta property=\"og:site_name\" content=\"TVKIDS\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-06T13:47:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-06T14:57:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvkids\/wp-content\/uploads\/sites\/9\/2017\/07\/2023-06-06-avod.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"319\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mansha Daswani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mansha Daswani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/avod-programmers-talk-wish-lists\/\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/avod-programmers-talk-wish-lists\/\",\"name\":\"AVOD Programmers Talk Wish Lists - TVKIDS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\"},\"datePublished\":\"2023-06-06T13:47:22+00:00\",\"dateModified\":\"2023-06-06T14:57:02+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvkids\/avod-programmers-talk-wish-lists\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvkids\/avod-programmers-talk-wish-lists\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/avod-programmers-talk-wish-lists\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvkids\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AVOD Programmers Talk Wish Lists\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvkids\/\",\"name\":\"TVKIDS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvkids\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvkids\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\",\"name\":\"Mansha Daswani\",\"description\":\"Mansha Daswani is the editor-in-chief and associate publisher of World Screen. 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