State of the Biz: Discoverability vexes, Karma’s World flexes

What's keeping you up at night? The question of how to break through in an oversaturated screen marketplace dominated by incumbents.

March 22, 2022

By: Jeremy Dickson and Megan Haynes

Every day this week, we are sharing findings from our 2021 Kids Industry Survey, covering what’s top of mind for the kids TV sector. We started off with an overview of year-over-year trends and a snapshot of industry demographics yesterday. And today we’re exploring what keeps you up at night, as well as diving into your top concern: discoverability.

In an oversaturated media marketplace filled with big brands, getting eyeballs on other types of kids content—especially original IPs—is harder than ever, making discoverability the top industry concern last year for producers and distributors.

Canadian prodco 9 Story Media Group knows a thing or two about launching new original properties successfully, and recently went through the process with its Netflix series Karma’s World. Created by rapper/actor/producer Chris “Ludacris” Bridges and inspired by his oldest daughter, the CG-animated kids series about a young Black girl finding her voice hit the streamer on October 15, 2021.

Before launch, the project had all the makings of a hit, but even with big-name talent and high production values, 9 Story knew it had to design and execute a smart discoverability strategy, says Candice Chambers, VP of franchise management. “We recognized we needed to be where the kids are, so we launched a robust YouTube strategy from the beginning, which included paid media,” says Chambers. “The [YouTube] channel launched a month before the premiere on Netflix, and featured profiles of each main character that matched the production quality of the series.”

9 Story also leaned into Netflix’s support by releasing the first episode, clips and a music video on the Netflix Futures YouTube channel just 11 days prior to the show’s launch. The strategy paid off with the first episode getting more than two million views in its first two weeks on the AVOD.

The show also benefited from Bridges’ engagement with his 13.2 million followers on Instagram, and his live talk-show appearances on programs including Good Morning America, Ellen and The Late Late Show with James Cordon.

One key thing to keep in mind is there isn’t a one-size-fits-all discoverability approach that works for every property, says Chambers. “What works for Karma’s World is going to be totally different than what works for another franchise. You have to look at what your content is, who your partners are, what the franchise is about, and lean into that.”