From the inside out

YouTube Kids manages to stay personal while growing exponentially

Holding on to its number-one spot in the digital category, YouTube Kids has grown by leaps and bounds this year. Now available in 37 countries and in eight languages, the app has garnered 70 billion views and attracted 11 million monthly active viewers. According to Angela Lin, YouTube’s head of kids and learning for North America, the app’s success comes from appeasing both kids and parents.
“We learned that parents love choice and control, so we’ve continued to make parental tools available to them for things like turning search on and off, offering a timer and being able to choose appropriate content,” says Lin. The app also recently rolled out a new profiles feature that gives kids of all ages the ability to set up their own personalized preferences. YouTube Kids changes the way the app looks based on the date of birth entered on each user’s profile, meaning younger kids will see less text than their older siblings. Kids can also set a secret passcode on their profile to keep their siblings out. “We’ve been focusing on personalizing things for kids, but also really continuing to keep parents in the driver’s seat,” says Lin. “It’s been wonderful to see the feedback and excitement around having more of a customized experience.” This year also marked the first YouTube Red Originals for Families, with a lineup that includes Hyperlinked, DanTDM Creates A Big Scene, The Kings of Atlantis and Fruit Ninja: Frenzy Force.

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