California’s Treasure Studio is exploring a world beyond YouTube, taking content from its uber-popular kids channel, CoComelon (83 million subscribers) to streaming platform Roku. The content is available now through the recently launched Kids & Family section of The Roku Channel.
Starting yesterday, some of the content available includes videos such as “Bath Song” (2.5 billion views) and “Yes, Yes Vegetables” (one billion views).
The Roku Channel is the company’s free OTT streaming channel with ad-supported TV, movies, sports and news for anyone with an account, available on Roku devices, via its website and on select smart TVs. The kids and family vertical has live and linear streams of kids channels including the likes of Thomas & Friends, Super Mario Brothers and My Little Pony. There are also paid channels led by Hopster, Noggin and ZooMoo.
Treasure Studio didn’t say why it expanded its CoCoMelon content off of YouTube for the first time, but the Google-owned platform is causing some problems for kids channels, as many lost revenue when YouTube cut all personalized advertising on kids channels (the result of a US FTC US$170-million fine for privacy violations). Now, during the global lockdowns, many creators are seeing a spike in viewership, but drops in revenue as advertisers aren’t buying media space.
Treasure Studio said in a release though that, “this partnership is an important component of our strategy to be everywhere out audience is today.”