Nine-year-old YouTuber Like Nastya, who’s behind one of the platform’s most popular channels, has signed her first linear TV deal. Indonesian free-to-air net SCTV has picked up seven hours of Like Nastya videos to air in its just-launched Lollipop children’s block.
Like Nastya’s YouTube channel entertains 106 million subscribers with a mix of pretend play, educational videos and music for six- to nine-year-olds. And Indonesia is one of the brand’s top-five territories for viewership, according to a Like Nastya spokesperson.
Lollipop debuted on June 24, featuring a compilation of YouTube clips and vlogs from kid content creators. At the moment, SCTV has all the programming it needs, and wants to build the block’s presence before it buys anything else.
Distribution growth is a major goal for Like Nastya, which tapped Tel Aviv-based Play.Works in April to find new opportunities for the brand’s YouTube videos in the AVOD, FAST and connected TV gaming space.