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…
