Next in Media spoke with Julia Moonves, pocket.watch’s SVP, Advertising Sales & Brand Partnerships, about navigating the kids ad market in YouTube era, and whether we're about to see a number of kid YouTubers become movie stars.

Sponsored By Moloco & Epsilon

Takeaways:

• PocketWatch Overview: pocket.watch is a kids' media company that partners with popular YouTube content creators, primarily families and kids, to expand their businesses beyond YouTube into areas like merchandise and franchising​.

• YouTube's Influence on Kids Media: pocket.watch's growth was driven by the rise of YouTube as a primary platform for kids' content. 

• Popular Creators: Ryan's World, Kids Diana Show, and Toys and Colors are some of pocket.watch's biggest creators, with massive followings. 

• Business Model: pocket.watch operates as a modern multi-channel network, distributing its partners' content across various platforms, including YouTube, Hulu, Peacock, and Roku. 

• Kids’ Media and Advertising: Traditional advertising methods, like targeting through Saturday morning cartoons, have shifted. Now, YouTube pre-roll ads and branded content partnerships are the most effective ways to reach younger audiences​.

• YouTube Kids App and Compliance: The YouTube Kids app, with its made-for-kids designation, ensures COPPA compliance by limiting data collection. 

• Ryan's World Franchise Growth: pocket.watch helped Ryan’s World evolve from a YouTube channel into a major franchise, including a toy line, Nickelodeon show, and the first creator-led wide theatrical movie release​.

• The Power of Gen Alpha: Gen Alpha (born 2010 onwards) wield significant influence over household purchasing decisions, from vacations to tech purchases.

Guest: Julia Moonves

Host: Mike Shields

Sponsor: Moloco & Epsilon

Producer: FEL Creative