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An Inc42 Plus Story

India’s Video OTT Landscape For Kids: Who Will Take The Crown?

Shanthi S

Inc42 Staff

09 May'20 15 min read

The rise of the attention economy presents great opportunities for digital media to engage with kids even after normalcy is restored

OTT platform ZEE5 Kids claimed 200% increase in viewership in the first 26 days of the lockdown while VOOT Kids saw 7X increase in traction

According to PwC Kids Digital Media Report 2019, one-third of internet users globally and over 40% of new users are children

Playbooks

India's Digital Entertainment Hype

“With the rise of the internet, “attention” became the new currency! Covid19, however, has created a paradigm shift in the way we consume content and the way people socialize online. In this playbook, we delve into the new attention economy – new models, emerging players and trends in the world of social media, news apps, audio and video streaming, online games and more.”

Moms Over The Years:
1990s: You have been playing all day in the sun, come inside
2000s: Turn off the TV, go out and play
2016: Put that iPad down, go and check on your friends
2020: Do not go out, watch Netflix, YouTube Kids or play online games, but just don’t step out

For children today, going out and playing is a privilege they enjoy sometimes. Even before the pandemic struck us, various factors such as high pollution levels, seasonal flu, dengue, unkempt playgrounds and increasing rate of crimes stole children’s freedom and kept them indoors on most days. And whether parents and teachers liked it or not, the internet and smart devices came to their rescue.

And a rescue act is much-needed for parents coping with the economic and mental pressures of the Covid-19 pandemic, while also working from home and managing the domestic work. The smart TV, the smartphone or the iPad — these are the new friends for kids. Parents who were wary of excessive screen-time have also given in, evident from the recent surge seen in edtech startups and online kids entertainment content.

In recent weeks, kids entertainment has taken centre stage at OTT platforms as streaming companies look to target this big niche. ZEE5 Kids saw a 200% increase in viewership in the first 26 days after lockdown. VOOT kids, that caters to children between 3 and 8 years of age, has also seen around 7X increase in traction.