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State of the Screens

Kids’ Programming Is No Longer A Game

By December 9, 2021February 3rd, 2022No Comments

Big in Tiny Screens world: A group backed by Blackstone agreed to purchase Moonbug Entertainment for ≈ $3B.

Quote from Bastian Manintveld – Executive Chairman @ 2btube:
“It shows that kids content is a huge and very valuable market, and that digitally native companies again have valuations that rival or even better traditional media companies.”

Moonbug Entertainment shows include:
1) CoComelon
2) Blippi
3) Little Baby Bum

Flashback: Kid’s Programming Goes Way Beyond Childs’ Play

Weekly increase in kids screen time during COVID-19 according to eMarketer:
1) 6-10 hours – 37%
2) 1-5 hours – 24%
3) 11-15 hours – 23%
4) 16-20 hours – 7%
5) 20+ hours – 5%
6) 0 hours – 4%

Key details for Moonbug Entertainment:
1) Founded in 2018
2) Based in London
3) 340 full-time employees
4) 550+ hours of content
5) Distributed on 100+ platforms
6) Content appears in 27 languages

Wow: CoComelon is the top English language channel on YouTube and the first to reach 1B subscribers (157B views total).

Why this matters #1: Demand for kids’ content is outpacing all other content.


Why this matters #2: Kids are shifting their consumption away from linear TV and towards streaming

More #1: How Kids Television Became the Most Heated Front in the Streaming Wars


More #2: Peppa Pig, a Pandemic Favorite, Has American Children Acting British

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.