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Kids Media Club PodcastKids Media Club Podcast hosted by Jo Redfern, Andy Williams, & Emily Horgan Author: Jo Redfern, Andrew Williams, & Emily Horgan
Kids Media Club Podcast is a podcast hosted by Jo Redfern, Andy Williams, and Emily Horgan. In each episode they chat with a different guest about the world of Kids Media. The podcast covers everything from trends in animation to the rise of Edtech. Language: en Genres: Business, Entertainment News, Marketing, News Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Kids Media Club Podcast - rerun of Nickelodeon’s Digital First Strategy: a conversation with Alex Reed and Marc Cantone
Episode 134
Thursday, 13 November, 2025
The Big Shift:Nickelodeon is launching new shows on YouTube FIRST before linear or streamingKid Cowboy marks their flagship YouTube-first seriesThis represents a 5-year evolution, not a sudden pivotWhy It Works:Leadership buy-in from the top (Brian Robbins understands digital platforms intimately)Tight integration between creative teams and data analyticsPlatform-specific content strategy rather than repurposing linear contentIn-house production for speed and cost efficiencyThe Strategy:Launch new IP on established YouTube channels (Kid Cowboy debuted on Blaze and the Monster Machines channel)Use data to identify what audiences love (robots, gadgets, races)Create format-first content tailored to YouTube viewing patternsBuild trust and iterate based on performance dataFull Episode SummaryThe Evolution to Digital FirstNickelodeon's digital first strategy didn't happen overnight. Alex Reed (SVP Business and Operations) and Marc Cantone (VP of Preschool Digital Content) explained that this has been a gradual five-year journey.The progression was natural:Building up the YouTube networkEarly seeding of new showsSampling episodes on the platformFinally, launching shows YouTube-firstThe Kid Cowboy Case StudyKid Cowboy represents Nickelodeon's first major YouTube-first launch. Key decisions included:Strategic placement: Launched on the Blaze and the Monster Machines channel, which is the #1 preschool vehicle channel on YouTubeAudience alignment: The show features robots, gadgets, and races—all elements that Blaze audiences loveFormat adaptation: Instead of straight narrative, they created "Guess the Gadget Rescues" using gamification formats that resonate with the existing audience24 episodes: Currently have 24 four-minute episodes plannedThe Data-Driven Creative ProcessThe team emphasized that platform specificity is underrated. Their approach balances:Data inputs:Computer vision analysis of content performanceYouTube Analytics providing granular insightsIdentifying trending elements (specific characters, themes, formats)Testing and iteration based on real-time feedbackCreative excellence:Multi-hyphenate producers who are writers, composers, designers, and animatorsIn-house development and scripting for speed and audience knowledgeMaintaining Nickelodeon's storytelling standardsCreating repeatable formats that allow for efficient productionOvercoming Internal ChallengesThe biggest educational hurdle wasn't with executives but with show creators who needed to understand that:YouTube isn't "just YouTube"—it's a strategic platform for building franchisesDigital content serves the IP across all platformsData insights can inform long-form production (example: Blaze learned robots are popular, incorporated them into later seasons)This approach leads to more season pickupsProduction PhilosophySpeed and efficiency without sacrificing quality:In-house creative team eliminates external approval cyclesMost time in production is spent waiting for decisions—they've minimized thisReusable animation, props, and setsMix of 2D and 3D techniquesClear runway from leadership to execute quicklyThe mantra: "We're here to make really great content just for this platform, which is very specific."The Broader Portfolio StrategyBeyond Kid Cowboy, Nickelodeon is:Doing light reboots (Backyardigans with modern pop music and updated animation)Testing...
