The Top Kids Content Creators

YouTube
Content & Messaging
January 1, 2021
News & Media

Key Takeaways

YouTube Focus  — United States & Brazil: The US (24%) leads the chart when it comes to the number of YouTube kids content viewer distribution, followed by Brazil (12%) and Russia (6%). 50% of the Top 10 countries are in Europe, highlighting an area of opportunity. African countries make up less than 0.5% of views for the Top 10 Kids Content channels on YouTube.

Social Media Focus — YouTube is a Key Platform for Kids Content: Video views on YouTube for kids content has grown significantly over the past two years with no signs of slowing down. In 2020 alone, video views for kids content increased by 463 billion views over the previous year. Even with emerging, new channels, they have been able to grow their total video views this year into the hundreds of millions. 

Content & Messaging — Longer Length Videos Receive More Views on Average: For the top kids content channels we analyzed, over 60% of their videos are under 6 minutes long. However, data shows that videos that are longer than 6 min (up to 30+ mins) receive more views on average. Not only do longer videos help boost the time viewed.watch time metric on your channel, it also represents a whitespace (opportunity) to capture this market and occupy a space that few content creators are in.

Content & Messaging — Create Videos that Feature Children Toys and Games: A Pew Research Center report shows that channels that produced videos about toys and games, especially those targeting children, had more subscribers than the average channel (by more than 1 million subscribers on average). 
Content & Messaging — Educate Children on Racism through Animation: Currently, top kids content creators are not creating video content around racism - however, several channels do include diverse characters in their animation, such as PinkFong!. Most of the kids content around racism come from big networks such as Barbie, Cartoon Network, and PBS Kids, leaving an opportunity for a creator to make specific educational content that teaches kids about acceptance, diversity, and racism that isn’t available on other channels.

Content & Messaging  — Top Content Buckets: The top content buckets for kids content fall under three categories:

1. Nursery Rhymes

  • Educational nursery rhymes that teach children how to count or sing the ABC’s
  • Remixes of Classic nursery rhymes (i.e: Old McDonald Had a Farm)
  • New Hits (i.e: Baby Shark)
  • Compilations - long form video content comprised of multiple nursery rhymes
  • Instrumental - helps toddlers fall asleep

2. Vloggers

  • Toy unboxing videos
  • “Switching Roles” videos (i.e: Nastya pretends to be a parent)
  • Sing-along videos of nursery rhymes
  • Competitions & games (often featuring popular toys)
  • Educational (i.e: learning the alphabet)

3. Animated Content

  • Nursery Rhyme songs & new hits 
  • Episodic/mini movies
  • Trailers for upcoming kid movies

Video views for kids content on YouTube has increased significantly over the past two years, with the largest growth happening between 2018 and 2019.

Kids Content - YouTube Video Views

Despite the large growth in 2019 (a difference of +600B total views), video views continued to grow in 2020 (+463B total views).

Kids Content - YouTube Video Views 2020

Currently, CoComelon has the highest number of subscribers on YouTube, followed by Kids Diana Show and Like Nastya.

YouTube - Top 10 Kids Content YouTube Channels

Of the Top 10, only 3 channels are not animation based.

YouTube - Kids Content Channels - Animation vs. Non-Animation Based Content

The average video view is 1.4B across these top channels, with several channels overperforming that benchmark.

Kids Content - YouTube Average Video Views

Aside from growth in video views, the total number of subscribers for these channels has grown +47% since January 2020.

Kids Content - YouTube Channels Top Gainers

The U.S. leads the charts when it comes to the number of YouTube kids content viewer distribution. 50% of the Top 10 countries are in Europe (Russia, Turkey, UK, Italy & Poland).

YouTube - Kids Content Viewer Distribution

While the majority of videos created (60%+) are under the 6 minute mark, videos that are longer than 6 minutes see higher viewers on average.

YouTube - Kids Content - Video Distribution - Average Video Views

Breakdown of CoComelon’s channel:

YouTube - Cocomelon - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of Kids Diana Show’s channel:

YouTube - Kids Diana Show - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of Like Nastya’s channel:

YouTube - Like Nastya - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of Vlad and Niki’s channel:

YouTube - Vlad and Niki - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of Pinkfong! Kids' Songs & Stories’ channel:

YouTube - Pinkfong! Kids's Songs & Stories - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of ChuChuTV’s channel:

YouTube - ChuChuTV - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of El Reino Infantil’s channel:

YouTube - El Reino Infantil - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of Little Baby Bum’s channel:

YouTube - Little Baby Bum - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of Infobells’ channel:

YouTube - Infobell - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Breakdown of Masha and the Bear’s channel:

YouTube - Masha and the Beari - Demographics
*YouTube audience location based on location of audience who have engaged with creator’s content (engagement includes likes, favourites, comments, shares, and playlist adds)

Here are the top emerging, animated kids content YouTube channels:

YouTube - Top Emerging Animated Kids Content YouTube Channels
Talking Tom | Canal do Joãozinho - Little Angel Português | Nick Jr. | PowerKids TV | BabyBus - Cerita & Lagu Anak-anak | Voot Kids | Super JoJo - Nursery Rhymes | Little Angel: Nursery Rhymes & Kids Songs | LooLoo Kids

According to Pew Research Center, videos intended for children averaged 153K views per video compared to 99K views across the platform-wide in 2019. These channels also:

YouTube - Pew Research Center - Kids Content
*Source: Pew Research Center - A week in the life of popular YouTube Channels

The report also shows that channels that produced videos about toys and games, especially those targeting children, had more subscribers than the average channel.

YouTube - Pew Research Center - Kids Content
*Source: Pew Research Center - A week in the life of popular YouTube Channels

The study also claims that videos featuring a child under the age of 13 were substantially more popular (in views) compared to other types of content.

YouTube - Pew Research Center - Kids Content - Children under 13 years old
*Source: Pew Research Center - A week in the life of popular YouTube Channels

Top kids content themes for 3-5 year old on YouTube fall into the following buckets:

YouTube - Top Kids Content Themes - 3-5 Years Old
Educational (1,2) | Classic Kid Songs (1,2) | New Hits (1,2) | Compilations (1,2) | Instrumental (1,2)

YouTube - Top Kid Vloggers
Unboxing (1,2)| “Switching Roles” (1,2) | Sing-Alongs (1,2) | Competition/Games (1,2)| Educational (1,2)

Songs (1,2)| Episodic Mini Movies (1,2,3,4,5,6)| Trailers (1,2)

Majority of kids content videos that touch on race or current events generally come from large, corporate platforms, such as Barbie or Cartoon Network.

In October 2020, Mattel released a 3 minute video featuring Barbie and her friend Nikki discussing racism. 

*Views (V30): 801K

In a statement from Mattel, the company said, “Barbie is using her platform to raise awareness around racism and encourage girls to stand up if they see a person being treated unfairly … the goal of the episode is to help girls to understand that there is a huge movement going on in the fight against racism, why people are marching together and the importance of reading and learning more about Black history.”

In June 2020, Netflix released an episode of StoryBots that focused on the question “Why Do People Look Different?”

*Views (V30): 263K

While Netflix usually only releases clips of their StoryBot episodes on their Netflix Jr. YouTube channel, they uploaded the full video of this particular episode. Although the episode doesn’t strictly touch on racism, it aims to explain why people look different and that these differences make the “world a more fun kinda place”

Other examples of channels producing racism-related content include:

Cartoon Network | Kids Learning Tube | Sesame Street | act.tv | PBS Kids | OhIdiD Animation


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