{"id":28967,"date":"2025-01-24T08:50:09","date_gmt":"2025-01-24T13:50:09","guid":{"rendered":"https:\/\/worldscreen.com\/tvkids\/worldscreen.com\/"},"modified":"2025-01-27T09:52:13","modified_gmt":"2025-01-27T14:52:13","slug":"el-reino-infantils-roberto-pumar","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/el-reino-infantils-roberto-pumar\/","title":{"rendered":"El Reino Infantil\u2019s Roberto Pumar"},"content":{"rendered":"

With over four decades of experience, Roberto \u201cKuky\u201d Pumar founded Leader Entertainment, a company that started by developing musical artists and evolved into a global powerhouse in digital content. Today, Leader Entertainment manages over 150 YouTube channels, boasting a community of 256 million subscribers and generating 180 million daily views. One of its standout channels is El Reino Infantil. Through a strategy based on a deep understanding of its audience, precise segmentation and a focus on creating content tailored to children, the brand has connected emotionally with families and established itself as a leader in its segment. The success of El Reino Infantil extends beyond digital. With business diversification that includes live shows, a wide range of licensed products and expansion onto global platforms such as Netflix and Prime Video, the company has built a 360-degree strategy that has brought its content to a global audience. Pumar, CEO of El Reino Infantil, speaks with TV Kids<\/em>\u00a0about this approach, which, combined with adaptability to the dynamic digital market, has been key to staying competitive and relevant in an increasingly challenging landscape.<\/p>\n

TV KIDS:<\/strong>\u00a0How did you position El Reino Infantil as one of the leading Spanish-language YouTube channels worldwide?
\nPUMAR:<\/strong>\u00a0We worked through a process of audience segmentation and a deep understanding of our viewers. Starting in 2007, we immersed ourselves in social networks and began publishing content, mainly children\u2019s songs and videos aimed at kids. Initially, we grouped everything into a single channel\u2014Leader Music, which also featured music for adults. However, this didn\u2019t work due to the differences in audience expectations.<\/p>\n

In 2011, we created a dedicated channel for children, recognizing the need to segment audiences appropriately. The channel grew impressively by focusing solely on curated content for kids, tailored to their language and interests. This approach allowed us to connect directly with families, interact with parents, and understand children\u2019s reactions through YouTube-generated data.<\/p>\n

Success stemmed not only from segmentation but also from consistent content publication. Regularly offering new material enabled constant interaction. YouTube\u2019s monetization opportunities allowed us to see the real impact of our strategy and generate revenue that validated our approach. Analyzing data to understand what kids wanted became the foundation for each piece of content we produced. Changing how we published content was also a critical factor.<\/p>\n

Today, El Reino Infantil is the number one Spanish-language YouTube channel, synonymous with digital children\u2019s entertainment. Currently, we publish nearly 40 pieces of content weekly across platforms, each requiring unique formats and strategies.<\/p>\n

TV KIDS:<\/strong>\u00a0What strategies do you employ to diversify your businesses, such as live shows, merchandise and presence on global platforms like Netflix and Prime Video?
\nPUMAR:<\/strong>\u00a0Our presence on digital platforms made us realize we could expand our brand beyond the online space into the physical world and other media. A key strategy was developing consumer products. We\u2019ve created over 700 items, including backpacks, toys and other licensed products, thanks to a network of licensees worldwide who manufacture and distribute these products, bringing our brand into homes everywhere.<\/p>\n

We also diversified into theater, producing over seven seasons of live shows performed in more than 14 countries. This allowed us to interact directly with audiences on a personal and emotional level. Additionally, we expanded our content distribution to other global platforms such as TVE, ViX, Roku and more.<\/p>\n

Today, our content is available across various screens and platforms, reaching a broader audience and maintaining relevance in multiple formats. This 360-degree approach has cemented us as a comprehensive brand, present not only on YouTube but also through products, live events, and streaming platforms like Netflix and Prime Video, maximizing our global presence and expansion.<\/p>\n

TV KIDS:<\/strong>\u00a0After over four decades in the industry, what has been the biggest challenge in transitioning Leader Entertainment from developing musical artists to becoming a powerhouse in digital content?
\nPUMAR:<\/strong>\u00a0The biggest challenge was adapting to a rapidly changing digital market. Initially, our expertise was in the music industry, but we realized the future lay in digital content. Transitioning was complex as it required adopting new technologies and understanding how to engage with digital audiences, who have different habits and expectations. Adapting to platforms like YouTube and the FAST ecosystem was challenging but rewarding, as it allowed us to leverage our experience and establish ourselves as a relevant player in the digital space.<\/p>\n

TV KIDS:<\/strong>\u00a0What do you consider essential to keep Leader Entertainment and El Reino Infantil relevant and competitive globally?
\nPUMAR:<\/strong>\u00a0Innovation and staying connected to audience needs are crucial. This involves analyzing data and understanding the reactions of children and their parents, allowing us to adapt content in real time. Diversification is also essential. We don\u2019t just work with YouTube; we\u2019ve partnered with platforms like Netflix and Prime Video and are expanding into connected TV and other formats. Investing in artificial intelligence and understanding consumption profiles helps us make strategic decisions. It\u2019s critical to be prepared for increasing competition\u2014not just from companies like ours but also from millions of individual content creators.<\/p>\n

TV KIDS:<\/strong>\u00a0Characters like Bartolito, Zen\u00f3n and La Vaca Lola have crossed borders. How do you balance preserving their cultural relevance while maximizing their global commercial potential?
\nPUMAR:<\/strong>\u00a0We achieve this by respecting the essence of these characters while expanding their reach through global products and content. We ensure that even when we introduce Bartolito, Zen\u00f3n and La Vaca Lola to different markets, their identity and core messages remain true to their origins. In the digital space, the key is to remain authentic to the characters\u2019 cultural roots while adapting them to various platforms and commercial licenses to maximize their potential. This approach preserves their cultural relevance while exploring global commercial opportunities.<\/p>\n

TV KIDS:<\/strong>\u00a0What plans and projects are you working on for 2025?
\nPUMAR:<\/strong>\u00a0In 2025, our focus is consolidating diversification strategies. We are expanding our presence on streaming platforms and exploring opportunities in the FAST channel space. Unlike others, we\u2019re not just another FAST channel\u2014we lead with content that is number one in the Spanish-speaking world and has proven successful in various countries.<\/p>\n

We have a clear understanding of our business landscape, always aiming for growth. We\u2019re confident that our content will continue attracting global audiences. We are also investing in brand expansion through licensed products and live shows. Additionally, we have projects in collaboration with major studios, which we\u2019ll announce soon as new joint ventures. Theme park operators in Latin America are also requesting our content for their parks, signaling new opportunities. With numerous projects underway, we believe 2025 will mark the beginning of these strategies bearing fruit, transforming them into significant achievements.<\/p>\n","protected":false},"excerpt":{"rendered":"

The CEO discusses the YouTube channel\u2019s strategy and adaptability.<\/p>\n","protected":false},"author":776,"featured_media":28968,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[15,21],"tags":[10395,10452],"class_list":["post-28967","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-interviews","category-top-stories","tag-el-reino-infantil","tag-roberto-pumar","pmpro-has-access"],"yoast_head":"\nEl Reino Infantil\u2019s Roberto Pumar - 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\/el-reino-infantils-roberto-pumar\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Reino Infantil\u2019s Roberto Pumar - 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