Millimages adds dialogue to Molang YouTuber

It's a strategic shift to open up more narrative possibilities for season two and help the franchise expand its reach beyond the preschool demo.
May 13, 2024

Paris-based Millimages has started production on a second season (20 x 14 minutes) of its digital series Molang YouTuber, with a significant change in the works.

The bunny and chick protagonists will speak in English for the first time, marking a key evolution for the traditionally dialogue-free franchise about two BFFs who have only communicated with each other in a made-up “Molanguese” language until now.

“The dialogue-free series was a big advantage for worldwide TV sales,” says head of digital content strategy Kévin Maintrot, who adds that this new pivot will open up more storylines and opportunities to build stronger connections with older audiences.

Molang YouTuber launched in June 2023 as an influencer-inspired offshoot of a longer-form Molang TV series that premiered on Canal+ in 2015 and has generated six seasons since. 

While the original toon primarily targets preschoolers, Millimages has made moves over the years to add touchpoints for appealing to older teen/YA audiences as well. Featuring Molang and Piu Piu as vloggers who tackle popular video concepts like ASMR, gaming and reactions, YouTuber plays into this aging-up strategy quite naturally. And it has  quickly proven to be a success, generating more than 37 million views on its YouTube channel (237,000 subscribers).

Millimages is also drawing on other digital content trends to keep the show fresh, producing 10 additional eps as part of a new Molang’s Kindness Club segment to accompany the second season. These shorts will feature Molang and Piu Piu having deep chats with guests about topics like mental health, cyberbullying and creativity. It’s a nod to a recent podcasting trend in which guests are filmed in conversation with podcast hosts against cozy backdrops.

“Producing for our own YouTube channel, essentially becoming our own broadcaster, has allowed us to understand exactly what our audiences want and what they connect to,” says Millimages GM Adrien Moretto, adding that the company is currently looking to shore up international buyers for the first season (20 x 12 minutes) of the YouTuber spinoff.

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