We seem to have missed this earlier. Sony’s video on demand service Sony LIV has launched LIV Kids with kids entertainment content. The release states that nursery rhymes such as ‘Pop Goes the Weasel’, ‘Twinkle Twinkle Little Star’, ‘Humpty Dumpty’ and ‘Wheels on the Bus’ will be available on SonyLIV’s website, mobile application and YouTube channel. Presently, the platform seems to have 46 videos on its LIV Kids section.
Ads for grown-ups on Kids Videos?
- No registration: On checking the website, we noticed that registration doesn’t seems to be required to watch the videos on Sony LIV except for its premium paid content. LIV Kids is also available in the free section.
- No content separation: The platform doesn’t seem to have any means to separate grown-up content from the kids’ content, nor does it have any parental controls for its kids’ content. Kids watching kids’ videos seem to also have access to other free content including television soaps.
- Ads for grown-ups on kids content: Interestingly, while checking the LIV Kids section, we noticed an ad from Travago playing on the videos (Nut Boltu and also on Miss Poly Had A Dolly). We checked, and it seems that the platform uniformly plays the same ad on all video, without differentiating between kids and adult content. Is there any value there for the advertiser, then?
- Not ad-free option: The premium paid service of doesn’t seem to include LIV Kids, which means the videos may not be available ad-free.
Monetisation advantage with kids content
Kids content, especially content like nursery rhymes, is evergreen and has a longer shelf-life more than other kinds of content. Owing to its longer shelf-life, kids content usually generates both traffic and revenue for the platform over long periods of time. It is not clear what kind of content that the platform intends to introduce for kids.
Other players in the Kids segment
According to YouTube, the most watched kids and learning channels in India include ChuChu TV Nursery Rhymes, ChuChu TV Surprise, CVS 3D Rhymes, Green Gold, Infobells Hindi Rhymes, Infobells Telugu Rhymes, Kids Channel – Nursery Rhymes & Toy Trucks, Kids TV Nursery Rhymes, Videogyan 3D Rhymes and Wow Kidz.
- YouTube Kids: Earlier this month, a year and half after its U.S launch, YouTube launched YouTube Kids in India. Unlike LIV Kids, YouTube Kids seems to have parental control and children specific ads for most of its content.
- NexGtv Kids: In May 2016, NexGTv subscription-based video streaming platform launched a mobile app named ‘NexGTv Kids’ to offer video content for children between the age group of 2 to 10. Though NexGTv has no parental controls, the company said that the content being added will be carefully reviewed and submitted to remove objectionable material.
- Other YouTube MCNs: There are several YouTube Multi-Channel Network (MCNs) which have created repository of kids content including nursery rhymes, alphabet, numbers, animal songs, among others. Some of these MCNs include Chuchu TV, Edewcate, Videogyan, among others.
Sony LIV launched its third new web series called ‘Lost & Found in July 2016. One month prior to that, the company launched paid subscriptions in the Hindi movies category. In the same month, SonyLIV also partnered with film institute Whistling Woods, to stream the short films created by its students on its online platform.