PBS Kids: Expanding Educational Content for Children
In recent years, the kids’ content space has seen a rise and fall as streaming platforms increased their presence in households across the United States. These platforms turned to kids’ content, which has historically been cheaper to produce but yielded higher financial returns. Successful shows like Paw Patrol, Cocomelon, Gabby’s Dollhouse, and Bluey have demonstrated the profitability of the genre.
However, in the past two years, even legacy brands like Scooby-Doo and Sesame Street have faced cancellation or disappearance from platforms with little warning. This trend has been led by Warner Bros. Discovery and followed by other major players in the industry such as Disney, Netflix, and Paramount. As many others pull back in the kids’ space, one network is gearing up to do even more—PBS.
Sara DeWitt, SVP and General Manager at PBS Kids, believes that kids’ media should not be seen merely as a marketing tool or a way to boost subscribers. Instead, she sees it as an opportunity to use creative formats to enrich children’s lives, foster a love for learning, and expose them to new worlds. PBS Kids has been delivering educational and exciting non-commercial media for decades, covering a wide range of topics from climate change to artificial intelligence.
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The network’s commitment to its mission is seen through its dedication to providing a safe space for children to explore tough topics in an age-appropriate way. PBS Kids relies on input from child development and subject-matter experts to ensure they deliver content that is both educational and emotionally supportive for kids.
While PBS Kids may not have the extensive content libraries of platforms like Netflix or Max, it makes up for it through its exploration of new technologies, inclusive content, and distribution access. The network prioritizes innovation and experimentation to uncover the learning possibilities of new technologies. It doesn’t focus on revenue gain potential but rather on the untapped potential these technologies hold.
As part of its 2023-2024 season, PBS Kids plans to debut 26 new series and new seasons of existing shows. The network has already increased the number of episodes available across platforms by 64%. It also aims to expand its online library of content, growing the number of episodes on the PBS Kids Video app and pbskids.org.
Additionally, PBS Kids is embracing short-form content, with shows like City Island drawing millions of streams in just four weeks. The network is also dedicated to expanding its presence in the podcasting and gaming spaces. With 77 million streams and 10 million downloads across PBS Kids podcasting platforms, podcasts have become a popular format for the network. In gaming, PBS Kids already has the industry’s largest game library for kids, with 350 free titles available.
This year alone, PBS Kids plans to release 16 new games and 22 game updates. The network also aims to expand its Spanish language content on both its video and games platforms. Furthermore, PBS Kids is exploring new technologies to enhance interactivity, including responsive AI algorithms. With the help of partners at the University of California-Irvine and the University of Michigan, the network is conducting tests around AI-assisted conversation in shows like Elinor Wonders Why and Lyla in the Loop.
PBS Kids’ focus is on reaching kids in any way possible, whether through AI, streaming libraries, gaming, or podcasting. While other networks and streaming platforms may be pulling back in the kids’ space, PBS Kids is doubling down on its dedication to providing educational and enriching content for children. By expanding its offerings and exploring new technologies, PBS Kids aims to meet children where they are and ignite their curiosity and love for learning.
