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Having raised $50 million in October 2016 to expand it content library, online video streaming application YuppTV has now partnered with USP Studios, a kids YouTube content creator, to stream its content on its platform, reports nextvnews India.

USP Studios presently claims to produce content in 25 languages, have 350+ channels produced with 8 million subscribers. It claims to be a Children’s Online Privacy Protection Act (COPPA) certified content creator. The company’s content targets toddlers and early pre-schoolers. The website seems to have its own list of original characters for children including Baby Box, Bao Panda, Booya, Farmees, Luke & Lily, Umi Uzi, among others. It seems that this YouTube content creator largely targets international markets which usually pay much higher on YouTube than India. Their original characters have channels in several international languages like Russian, Spanish, English, French, Italian, Portuguese among.

Ad free subscription, a better option for kids content

Apart from USP Studios, YuppTV seems to also have partnerships with Viacom18 channels Nickelodeon and Nick Jr, Turner Broadcasting System (TBS)-owned Cartoon Network and Turner India-owned Pogo for Kids content. With the addition of USP Studios, Yupp TV will have access to an even larger kids content library. These channels along with others can be accessed by users at Rs. 5 per day, Rs 30 per week or Rs. 99 per month. Subscription fee provides access to ad-free content. It is worth noting that YuppTV offers content at one of the lowest price points in an attempt to acquire a paid subscriber base.

By providing kids content ad free at these price points could help the platform considering that ad targeting for kids continues to be a problem. Owing to the sheer volume of content, a large player like YouTube is unable to promise kids-friendly ads on the videos at all times. With the long shelf life of kids content and with no ads playing, the right mix of kids content can be a gold mine for any platform over a period of time. That said, with increasing number of platforms striking deals with kids content creators and launching exclusive kids content platforms, building a subscriber base that will actually give all that gold could be a challenge.

Other kids content deals and platform launches

  • In November 2016, Sony’s video on demand service Sony LIV launched LIV Kids with kids entertainment content. It is worth noting that the platform had adult ads for kids content when we checked the platform.
  • In the same month, YouTube finally launched YouTube Kids in India after over a year and half of its U.S launch. 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.
  • In June 2016, Viacom18’s online video streaming platform VOOT signed a strategic partnership with Turner India to stream kids’ video programs like The Powerpuff Girls, Ben10, Chhota Bheem, etc.
  • 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.