YouTube Launches Kids App Specialising In Local Content

YouTube Launches Kids App Specialising In Local Content

Local video production house specialising in multi-platform content The Content Agency is shining the spotlight on Australian-made content on the YouTube Kids app, which recently launched in Australia after huge international success.

Alannah Green
Posted by Alannah Green

The Content Agency’s kids channel The Content Guide features a playlist showcasing the best in high-quality, age-appropriate, Australian-made content for kids. The playlist, which is hosted by two animated characters named Amalia and Archie, is featured on the front page of the YouTube Kids app – and amongst some of the biggest names in entertainment. The Content Agency has worked closely with YouTube to curate the playlist and promote Australian content for the launch.

In developing a channel of curated content, Luke Hardiman, director of The Content Agency said he is pleased to promote the work of talented Australians: “There is a great deal of really good Australian-made content for kids on YouTube but often finding it can be a challenge for kids and their parents. We are honoured to highlight the best locally made content for kids.”

Having produced the highly successful live action series hoopla doopla! for ABC KIDS, co-produced with CCTV in China, The Content Agency is building on its reputation as a trusted source for high quality children’s content.

“We have invested a lot of time and effort into producing and curating kids’ content with The Content Guide, and projects like this puts us at the forefront of this space.  Viewing time on YouTube is growing at 50% year-on-year, while family entertainment channels are growing at around 200% with the demand for kids’ content increasing exponentially.”

“Kids and family is one of the fastest growing segments on YouTube and we saw a need for a content curator in this space so we did the research – and spent hours watching content – to make a curated selection that parents can feel comfortable about putting in front of their kids.”

The app makes kids content easy to find and has the ability to switch off search functionality to stop children unintentionally stumbling across content that hasn’t been approved by mum and dad.

As well as the curated playlist, The Content Guide channel features two original shows – Look What I Found and Kids Suggest, each produced by The Content Agency.  Look What I Found is skewed towards 5-10 year olds.  It is hosted by 10-year-old Jake who recommends shows and interviews channel creators and key creatives, which includes Film Dice – two rising Australian stars making real life Minecraft and Mario videos – who have 125,000 subscribers and more than 72 million views on YouTube, international Emmy®-nominated show Get Ace,and a series named Doodles which won Best Innovation at the 2015 Online Video Awards.  Adding to the line-up of original content is Kids Suggest, a unique series skewed towards 2-8 year olds where kids suggest content they think other kids will like.

The Content Agency was nominated for a Screen Producers Association award in 2014. It will continue to curate playlists and add more content for pre-schoolers in the upcoming weeks, as well as developing original shows for the platform.