Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
B&T Magazine
Edited by B&T Magazine



Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app.

The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand listening have powered Kinderling Kids’ continued growth.

Receiving over 11 million on-demand listens in 2020, with over 500,000 listening hours streamed from more than 321,000 global family listeners, Kinderling introduces children to the fun and fabulous world of music, stories, and creative expression, and is built around the rhythms of a family’s daily and nightly routine.

Kinderling continues to build its subscription base with 200 per cent growth since January 2021, 75 per cent of which have converted from their free app trials.

As part of its shift, Kinderling has launched three new streaming stations: an upbeat, energetic mix of music for families to listen at home or in the car; a chill station to help parents win the Witching Hour and wind down from the day, and a one hundred percent sleep station to help children (and their parents) get better sleep.

Kinderling’s on-demand programs range from stories, fun fables and Kinderling Originals such as the kid-hosted educational programs Fact Detectives, or the Australian Podcast Award winner Mr Snotbottom. Kinderling has also launched 3 new seasons of Bedtime Explorers – a globally award-winning sleep program that has mindfully guided children to sleep over 10 million times and counting.

Evan Kaldor, Kinderling’s Founder and CEO of The Parent Brand, said: “We are proud to have launched Kinderling as one for the first new DAB+ formats in 2015 and want to thank the CRA and the radio industry, especially ARN, for making us part of the vibrant Australian radio industry.”

“Like any six year old, Kinderling is growing up fast and we are now highly active in a number of market segments that are exploding globally: audiobooks, podcasts, music streaming and mindfulness apps. The move off DAB+ in Australia will enable us to focus on launching our world class content and music programming to the 36 million plus children in the US and UK and building a global market share in a rapidly expanding audio space.”

“Kinderling is Australia’s number #1 podcaster of children’s content and we will continue to offer versions of our leading programs and streaming channels for free, with advertising via The Parent Brand direct or via iHeartRadio. New episodes and programs are available exclusively to subscribers of our App.”

Corey Layton, Head of Digital Audio, Australian Radio Network, said: “Kinderling’s ongoing success demonstrates how Australian parents and children continue to turn to audio over screens for education and entertainment. We’re proud to continue providing this alternative to consumers and brands alike via the free iHeartRadio app”.

Additionally, Kinderling has also signed up its first group of public libraries and primary schools and is forecasting substantial growth from this area in 2021.




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