Unlocking the Future: Sony's Kidzuko Empowers Young Viewers on YouTube

Sony Pictures Television is making a strategic move to capture the attention of the next generation of viewers. The studio's kids division has launched a dedicated YouTube hub called Kidzuko, targeting children aged 3-8 and their parents with a curated selection of Sony's popular kids' content. This innovative platform aims to introduce young audiences to the studio's diverse range of engaging and educational programming, meeting them where they are most likely to discover new content – on the ever-growing video-sharing platform.

Empowering Young Minds, One Video at a Time

Tapping into the YouTube Phenomenon

Sony's decision to launch Kidzuko on YouTube is a direct response to the changing viewing habits of young audiences. As data reveals, nearly 60% of kids are now most likely to discover new intellectual property (IP) on the platform, making it a crucial battleground for content creators. By establishing a dedicated hub, Sony is positioning itself to reach these young viewers where they are already spending a significant portion of their screen time, according to Nielsen's findings that kids spend about a quarter of their total TV time on YouTube.

Curating a Diverse Content Lineup

The Kidzuko channel features a carefully curated selection of Sony-produced series, including the beloved Octonauts, The Creature Cases, Peter Rabbit, and Chico Bon Bon: Monkey With a Tool Belt. In addition to full episodes, the platform offers a variety of engaging content, such as clips, compilation videos, educational materials, and even tutorials on how to draw certain characters. This diverse lineup aims to captivate young viewers and their parents, providing a well-rounded entertainment and learning experience.

Building Global Franchises

Kidzuko is part of a broader strategy at Sony Pictures Television — Kids, led by Joe D'Ambrosia, to develop global franchises from their existing IP. Shows like Octonauts and The Creature Cases, which have found success on platforms like Netflix, are now being leveraged to reach an even wider audience through the Kidzuko YouTube channel. The studio's focus on creating content that resonates with both kids and their parents, with an emphasis on comedy and opportunities for role-play, has been a key factor in the global appeal of these properties.

Capturing the Attention of Young Viewers

The name Kidzuko was carefully chosen through market testing with kids and parents, with the goal of creating a distinct and engaging brand that would appeal to the target audience. The name's playful and easy-to-say nature, which elicited giggles and laughter from young viewers and their parents, reflects Sony's commitment to delivering content that truly connects with its young viewers.

Expanding the Reach of Kidzuko

While the Kidzuko YouTube channel is the initial focus, Sony has plans to expand the brand's presence across other platforms. The studio is exploring opportunities to bring Kidzuko content to FAST (free ad-supported streaming television) channels, as well as emerging digital spaces like Roblox, where they know kids are increasingly spending their time. This multi-platform approach aims to ensure that Sony's kids' content reaches young audiences wherever they are consuming media.

Fostering a Global Audience

At the heart of Sony's strategy with Kidzuko is a commitment to creating content that can resonate globally. By developing shows like Octonauts and The Creature Cases with an eye towards international appeal, the studio is positioning itself to build successful franchises that can thrive in diverse markets. This global focus aligns with the studio's overarching goal of introducing its rich library of kids' IP to a new generation of viewers around the world.