The network brought YouTube talent to television, gambling that the massive audience of Ryan ToysReview would follow the social star to its channel—and the bet paid off. Among kids two to 11, the premiere of Ryan’s Mystery Playdate ranked number one in its time slot on all TV, according to Nielsen Media Research. To date, the show is also the top preschool series across all TV.
Ryan’s Mystery Playdate is a “great example of finding talent that is already appealing to kids and putting them in a format that is authentic to who they are, but appealing and entertaining for kids TV,” says Paul DeBenedittis, Nick’s EVP of programming and content strategy.
Looking ahead, the network is doubling down on YouTube talent with a scripted half-hour sitcom that Tyler Perry is developing around 10-year-old rapper (and Ellen DeGeneres Show favorite) Young Dylan.
Other big developments include the launch of an unscripted production and development division, with output that includes The Substitute, Are You Smarter Than a 5th Grader and America’s Most Musical Family; and celebrating 20 years of SpongeBob SquarePants.