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14 March 2022
Media companies invest in podcasts for kids
Marketing to childrenChild media usePodcasts, streaming & on demand
Popular children’s TV shows are being adapted for the podcast format at the same time as studios option new children’s audio content for its future visual potential, according to The Hollywood Reporter.
Why it matters
News and music are the podcast topics that have seen the greatest growth over the past two years, but the children’s category has also grown significantly, in part as parents have turned to podcasts as a way of keeping children entertained while reducing their screen time. As well as being a growth area for media businesses, this opens up new possibilities for advertisers.
In recent months, Spotify has released new programming aimed at children as young as the 2-5 age group.
Warner Bros. has optioned TV rights for a podcast due in 2023 from kids podcast producer Gen-Z Media.
Amazon’s Wondery podcast network now has a subscription tier for children’s podcasts.
Advertising in children’s podcasts is limited by the requirements of the Children’s Online Privacy Protection Act, so is likely to be aimed at parents, initially at least.
“[Back in 2017], People didn’t really think about whether there was audio content for kids available. It has absolutely exploded since then, and a lot of bigger companies are taking an interest and seeing this as a white space that has a lot more potential” – Meredith Halpern-Ranzer, CEO of Tinkercast.