Advanced Television

France: YouTube launches kids’ app

November 18, 2016

From Pascale Paoli-Lebailly in Paris

YouTube has launched its free dedicated kids’ app in France, allowing videos to be filtered and parents to gain control on their children’s viewing.

Accessible on both iOS and Android devices, this app was first launched in February 2015 in the US before rolling out globally. It is now present in 24 countries.

The app features around a hundred videos from various categories including animation, education and song. For broadcasters that already distribute kids’ contents on YouTube, this app gives them a new opportunity to promote their shows.

YouTube Kids is ad-supported, but the “advertising approach” is radically different from what is done in linear TV, YouTube promises. Children are shown a 20 to 60 second spot every 15 minutes, from no more than four brands each day. Viewers are also alerted before an ad spot is about to be shown.

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