Kids Media Club: The YouTube challenge for Kids IP Creators (listener’s digest episode)

In this special listener's digest episode, we examine the challenges and opportunities of creating children's content on YouTube. We listen back to three creators who shared their experiences navigating COPPA regulations, monetization struggles, and strategies for building sustainable businesses in the current digital landscape.

Key Guests

• Melly Buse - Boutique content producer discussing COPPA's impact
• Cory Williams - Creator of Silly Crocodile, a YouTube-first kids IP
• Nic Cabana - Claynosaurz, discussing transmedia approaches

Major Themes

The COPPA Crisis

COPPA regulations have devastated YouTube revenue for children's content, with some creators experiencing drops from £8,000 per month to just £300. Channels marked as "made for kids" earn approximately 20 times less than adult content, making sustainable production nearly impossible through YouTube revenue alone.

The Monetization Reality

Despite impressive metrics, revenue remain a challenge. Silly Crocodile, with nearly a million subscribers and 13 million monthly views, earns only $5,300 per month - highlighting the stark disconnect between engagement and revenue for kids content.

Survival Strategies

Diversification is Essential: Creators must expand into merchandising, publishing, and retail distribution. Platform dependency is increasingly risky.

Transmedia Approach: Claynosaurz creates content across multiple platforms simultaneously. Their 39-episode series uses seven-minute formats optimized for YouTube while remaining adaptable for European distribution and streaming.

Building in Public: Successful creators involve audiences early in development, building trust through authentic behind-the-scenes content - similar to Peter Jackson's Lord of the Rings development journals.

Creator-Led Model: Direct audience relationships and active community management are crucial, with founders maintaining presence "in the trenches" to gather feedback.

Key Takeaways

1. YouTube alone won't pay the bills - Diversify revenue through licensing, merchandising, and distribution
2. COPPA decimated revenue without clearly improving child safety
3. Meet audiences where they are - Success requires content across multiple platforms, not single-format bets
4. Community is currency - Early fan engagement creates loyal audiences and valuable feedback
5. Think transmedia from day one - Don't build for just TV or film; build for everywhere

The Bottom Line

Creating successful kids IP on YouTube requires resilience and strategic diversification. While revenue challenges are severe, creators who embrace transmedia strategies, build authentic communities, and operate outside traditional studio models can still thrive.