here<\/a>.<\/p>\n\u201cOn YouTube alone, we have over a billion subscribers and 660 billion lifetime views,\u201d Hecht said of pocket.watch\u2019s network of kids and family content creators. \u201cOur founder and visionary CEO, Chris Williams, likes to say they already won the \u2018Hunger Games\u2019 of YouTube to win those audiences. We trust their instincts and work closely with them because they know their brand better than anyone else. One of the core attributes of those kid creators is how authentic they are. We don\u2019t want to mess with what\u2019s successful.\u201d<\/p>\n
Hecht stressed the diversity of the pocket.watch stable of creators, \u201cNot just diverse in nationality and origins from around the world, but also, importantly, in types of content. You\u2019ll see everything from farming to gaming to mindfulness to art for kids. That gives us the chance to look deeply into where the white spaces might be as opportunities. And then, we see how they perform in content syndication, ad sales and monetization. We put it into a franchise and marketing team. And then we might even test them with some franchise expansions.\u201d<\/p>\n
As an example, Hecht referenced pocket.watch\u2019s association with Ryan Kaji, whose YouTube stardom was first extended with the Nickelodeon show Ryan\u2019s Mystery Playdate<\/em> and now includes his own SVOD platform. \u201cRyan\u2019s World <\/em>has a balloon in the Macy\u2019s Day Parade! We\u2019ve reached pop culture. Diana is one of the trending shows on Disney+. And Toys and Colors is consistently ranked as one of the top three YouTube channels in the U.S. So, our franchise planning has done pretty well.\u201d<\/p>\nHecht then discussed how pocket.watch uses its treasure trove of data in content decision-making. \u201cWe pursue partners at scale, and we look at the trends of how they\u2019re getting that scale. [The data also] gives us the themes and formats to prioritize what we do in our original production. We can also see which partners align with each other so we can put together packages for them or collabs that make content even more successful for our linear channels and packages for sale. The key to success there is that we\u2019re packaging in-demand content. It\u2019s a cluttered environment. We already have this viewership with large fan bases that we can offer.\u201d<\/p>\n
The conversation then moved to the protections that need to be in place when working with these YouTube stars. \u201cWe review prospective creator partners and their content. They have to align with our values: authentic, positive, appropriate and prioritizing the well-being of the family. We check their backgrounds, [do] social media checks, look for red flags and then make the content into broadcast standards so it can play everywhere.\u201d<\/p>\n
Hecht then weighed in on taking short-form \u201csnackable\u201d content and packaging it for broadcast and streaming services. \u201cWe try to make it into what we\u2019ll call \u2018TV-ready compilations.\u2019 We take those snackables, we put them into half-hour shows, we curate them, we enrich them with original content. They\u2019re long-form series of the best of their YouTube content, with original packaging and content to go with it. And that\u2019s TV-ready. TV wants half-hours, and we can distribute that around the world. You see our content on over 40 platforms, from Hulu to Peacock to Sky in the U.K.\u201d<\/p>\n
Pocket.watch is also developing original long-form content with its creator partners. \u201cWe have to maintain the integrity of their brand, and once we do that, we can also optimize it for the need of a buyer. So, we know, like, when we develop Ryan\u2019s Mystery Playdate<\/em>, yes, Ryan did challenges, Ryan did playdates, but we want to make them larger-than-life for Nickelodeon. Things that Ryan and his family couldn\u2019t do alone, we could do in a big studio and make it into a show for premium. We made Diana into an animated character she wanted to be [with the] Love, Diana<\/em> animated series. Onyx Family wanted to do a talk show. We did an award-winning family series with Onyx on YouTube originals. Kids watching is now being done more and more in the living room [on] connected TV, so long-form is coming back!\u201d<\/p>\nBrzoznowski then asked Hecht about the content being produced for Ryan and Friends Plus, the company\u2019s SVOD service. \u201cIt\u2019s highly curated, parent-trusted and commercial-free. Getting into the YouTube universe, sometimes parents are not trustful of it. But here, you get the best. You know that it will be what the kids want to watch, and the best of it all in one trusted place. The result is the fastest-growing subscriber base. That\u2019s a real testament to creator-driven TV versus traditional TV.\u201d<\/p>\n
Expanding the content lineup for Ryan and Friends Plus and its FAST channels is a priority for the year ahead, Hecht said, as well as expanding its partner platform lineup. \u201cWe\u2019re improving our monetization of creator content. Our ad-sales team is growing. Our mission is to be everywhere kids are. We\u2019ll continue with consumer products, games and other franchise areas. We have podcasts coming out. Live events are coming. Direct-to-consumer experiences, more of those. Publishing\u2014pocket.watch books will come out in great force. We have a new record deal with Universal Records and Republic Records. And don\u2019t sleep on our emerging AI tools and offerings.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Albie Hecht, the chief content officer at pocket.watch, told TV Kids Summer Festival viewers about franchise building for Generation Alpha and developing content that can be deployed on multiple platforms.<\/p>\n","protected":false},"author":290,"featured_media":27694,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[3160,2567,9549],"class_list":["post-27693","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-albie-hecht","tag-pocket-watch","tag-tv-kids-summer-festival-2024","pmpro-has-access"],"yoast_head":"\n
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