Kids Media Club Podcast

Jo Redfern, Andrew Williams, & Emily Horgan
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Kids Media Club Podcast is a podcast hosted by Jo Redfern, Andy Williams, and Emily Horgan. In each episode they chat with a different guest about the world of Kids Media. The podcast covers everything from trends in animation to the rise of Edtech.

  1. 5D AGO

    "Thank You to Viewers Like You" — PBS Kids, Federal Defunding, and the Fight for Children's Media

    This week the Kids Media Club welcomes Sarah DeWitt, SVP and GM of PBS Kids, for a conversation that covers a lot of ground — and covers it brilliantly. For international listeners, Sarah begins by unpacking how PBS actually works: a network of 330 member stations across the US, locally run but nationally coordinated, funded through a mix of voluntary public donations, corporate underwriting (with strict nutrition and advertising rules), and federal grants. It's a model unlike anything in the UK or Ireland, and understanding it makes what comes next all the more striking. Sarah explains the two major federal funding cuts that have hit PBS Kids hard — the dissolution of the Corporation for Public Broadcasting and the abrupt termination of the Department of Education's Ready to Learn grant, a $100 million, five-year programme that has quietly underpinned some of PBS Kids' most beloved shows. Super Why, Odd Squad, and the brand new Phoebe and J all owe their existence, in part, to shifting presidential education priorities channelled through that grant. With it gone almost overnight, PBS Kids has cut close to 30% of its content staff and is now looking at halving its development pipeline by 2028 and 2029. But the conversation is far from doom and gloom. Sarah talks about the extraordinary public response — kids running lemonade stands and sending in their pocket money — and shares that 82% of US voters, including 72% of Trump voters, say they value PBS for its children's content. She's also busy exploring new territory: philanthropic foundations, commercial licensing, and international co-production opportunities that PBS had never needed to pursue before. There's also a rich discussion about what public service media can do that commercial broadcasters simply won't — from Carl the Collector, a show with a lead character on the autism spectrum that sparked a seven-year-old to ask his parents if he was autistic, to the challenge of creating developmentally appropriate short-form content that pushes back against the addictive mechanics now baked into so much of kids' media. It's one of those episodes where the hosts keep trying to get back on track and keep getting beautifully derailed — and you won't mind one bit.

    52 min

  2. FEB 5

    From Stop Motion to Always On: How Aardman Connects with Modern Audiences

    Aardman Animations, renowned for its innovative and beloved characters such as Wallace and Gromit and Shaun the Sheep, is undergoing a significant transformation in its approach to audience engagement as articulated by Emma Hardie, the executive commercial and brand director. The discussion pivots around the studio's strategic shift from a broadcast-first paradigm to a fan-centric model that prioritizes direct consumer interactions. Hardie delineates how this evolution is not merely a superficial adjustment but reflects a profound understanding of contemporary branding, where the audience is not just passive consumers but active stakeholders in the brand's narrative. This transformation is underscored by Aardman’s rich history, celebrating its 50th anniversary, and highlights the necessity for brands to remain perpetually relevant amidst the ever-changing dynamics of digital engagement and consumer expectations. Throughout the conversation, Hardie elaborates on the intricacies of this shift, detailing how Aardman's storied legacy is being leveraged to foster deeper connections with fans across diverse platforms and demographic segments. The studio is actively exploring innovative ways to engage audiences, such as through interactive social media campaigns and experiential events, which allow fans to immerse themselves in the creative processes behind the beloved characters. This approach not only enhances brand loyalty but also enriches the creative ecosystem that Aardman has cultivated over decades, ensuring that its characters resonate with both new and long-time fans alike. The dialogue encapsulates the essence of Aardman's commitment to crafting narratives that transcend traditional media, emphasizing the importance of authenticity in storytelling. Hardie's insights reveal a forward-thinking vision that seeks to integrate fan feedback into the creative process, thereby making Aardman's offerings not just products but integral parts of the fan experience. As the studio embarks on this new chapter, the implications for the animation industry at large are profound, presenting a case study in how legacy brands can adapt and thrive in the digital age while maintaining their unique creative identity. Takeaways: In this episode, we discussed Aardman's pivotal shift from a broadcast-first model to a fan-first approach.Emma Hardie elaborated on the importance of audience engagement, highlighting Aardman's dedication to understanding fan expectations.The podcast underscored the significance of innovation within Aardman, particularly in adapting to digital platforms and evolving content creation methods.Aardman's commitment to craft and storytelling remains paramount, as they continue to develop beloved characters that resonate with audiences globally. Companies mentioned in this episode: AardmanChicken RunWallace and GromitShaun the SheepTimmyPowerwash SimulatorM&SPinguPokemonli...

    38 min

  3. JAN 29

    Beyond Micro Dramas: How Major Media Companies Are Winning with Vertical Video Strategy | OTT Question Time 2025

    Episode OverviewIn this episode of the Kids Media Club Podcast, hosts Jo, Andy, and Emily reunited in person at London's OTT Question Time event. Between sessions, they carved out twenty minutes to share their insights from the conference, diving deep into Emily's Vertical Video panel and previewing Jo's upcoming Data and Strategy discussion. Key InsightsVertical Video: More Than Just Micro Drama HypeEmily's panel tackled the elephant in the room: vertical video is not synonymous with micro dramas, despite what your LinkedIn feed might suggest. What started as marketing tactics has matured into a legitimate digital commissioning strategy spanning sports content, documentaries, and diverse formats that go far beyond scripted drama. The timing couldn't be more significant. Just weeks before the event, major industry shifts signaled vertical's mainstream moment: Disney announced their vertical pivot at CES, TikTok launched a standalone micro drama app, Netflix hinted at vertical ambitions during earnings calls, and the BBC unveiled a major YouTube partnership. Finding Audiences at the Intersection of NichesPerhaps the most compelling insight came from Paramount's unexpected success with Geordie Shore content. When one cast member shared her infertility journey through vertical video, it transcended the show's typical audience entirely. This demonstrated how platforms like TikTok, YouTube Shorts, and Instagram Reels curate intersecting niches that connect content with viewers who'd never engage with the traditional format. Vertical isn't cannibalizing traditional viewing—it's complementary. ESPN's "Verts" app proves this beautifully. Rather than pulling sports fans away from the big screen, vertical content enhances the experience with player deep-dives, stats analysis, and supplementary angles that enrich rather than replace live viewing. The format's inherent intimacy matters too. Phone-based vertical video creates deeply personal experiences, whether exploring serious topics like infertility or offering fresh perspectives on beloved entertainment franchises. Traditional Broadcasters Go Fishing in New WatersEstablished players like Channel 4, ITV, and the BBC have reached a crucial realization: audiences aren't coming to them anymore. Rather than doubling down on walled gardens and exclusivity, they're strategically "fishing" where audiences actually are—YouTube, Meta, and other platforms. This represents a fundamental shift from trying to corral viewers through forced exclusivity to acknowledging the fluidity of modern fandom. Data: Powerful Tool or Dangerous Master?Looking ahead to Jo's panel, the conversation turned to a critical tension in modern media: there's no excuse not to know your audience, yet data can easily become misdirection. While data should inform commissioning and distribution decisions, it tends to measure what's easily measurable—which isn't always what truly matters. Moonbug's Cocomelon provides the perfect case study. Their YouTube data-driven approach demonstrated analytics' power for IP and franchise building, but also raised important questions about creative vision versus algorithmic optimization. The real skill isn't drowning in data—it's knowing how to zoom out and distill signal from noise. Ironically, experienced media professionals with 20+ years of instinct are uniquely positioned to thrive in this data-rich environment. Their gut feel, honed over decades, can cut through analytical clutter to find strategic clarity that spreadsheets alone cannot provide. The sweet spot? Combining analytical rigor with seasoned intuition—letting data inform without letting it dictate. Recorded live at OTT Question Time in London

    21 min

  4. JAN 22

    Beyond the Sub Count: Netflix's Engagement Era

    Jo is away so Andy gets Emily perspective on Netflix's latest earnings report. In a recent strategic shift, Netflix are moving away from the subscriber count obsession and focusing on ‘engagement'. It's an interesting pivot, especially as the streaming giant grapples with the reality that their core markets are pretty well tapped out. The big question now is how to keep demonstrating growth when you've already signed up most of the households you're going to get. Enter: engagement metrics. Netflix wants us to care about hours watched, not just how many people have accounts. But that’s not the only strategic shift, Emily and Andy look at how vertical content and gaming fit into Netflix’s new playbook. Meanwhile, the kids' content slate is having a moment. Ms. Rachel and Paw Patrol are quietly racking up serious viewing numbers, proving once again that children's programming might be the steady, reliable workhorse of any streaming service. And then there's the possibility of Netflix acquiring Warner assets—a move that could beef up their content library and give subscribers more reasons to stick around. As Netflix figures out its next chapter, it's clear the playbook is evolving from "grow at all costs" to "keep people engaged and happy." Takeaways: The recent Netflix earnings report reflects a shift in focus from subscriber growth to content engagement metrics, indicating a new strategic direction for the company.Despite a slight year-over-year increase in engagement, the overall performance remains underwhelming, suggesting challenges in sustaining growth in a saturated market.The introduction of vertical video content is a significant move for Netflix, aiming to capture mobile viewership and compete with platforms like TikTok and YouTube.Netflix's acquisition of Warner Bros. may provide necessary content diversification to enhance engagement and strengthen their position in the streaming market.The Netflix kids' programming landscape is evolving, with significant shows like Ms. Rachel and Paw Patrol demonstrating strong audience engagement and popularity.The ongoing development of Netflix's gaming strategy highlights their commitment to retaining viewer attention across multiple formats, enhancing overall user engagement.

    27 min

  5. JAN 15

    Kids Media Club: Guest Jesse Cleverly on the perfect media storm incoming

    The landscape of children's entertainment is shifting—fast. In this eye-opening conversation, multi-award-winning creative executive Jesse Cleverly shares why now might be the perfect time to work in media, despite all the doom and gloom. The Perfect Storm (In a Good Way)Jesse drops a perspective bomb early in the conversation: while traditional media is facing seismic changes, he genuinely believes we're entering "an interesting and great moment" for the industry. Why? Because creators no longer need permission to build audiences. "If you've got a great idea or you are a great creator, you can go out and learn what works," Jesse explains. The empowering nature of new platforms means you can test and refine before spending €10 million on a 50-episode series. Revolutionary? Absolutely. The Creator Burnout CrisisBut it's not all sunshine and viral videos. Jesse pulls back the curtain on a troubling reality: many successful digital creators are exhausted and burned out, trapped in a world of low CPMs (cost per thousand views) with no sustainable revenue model beyond grinding out content. The solution? Studios and creators need each other now more than ever. Traditional media professionals bring crucial skills in brand development, monetization, and long-term value creation that many creators desperately need but don't have the bandwidth to develop themselves. Rethinking the "Kids' Audience"Here's where Jesse gets provocative: he questions whether the traditional definition of a "kids' audience" was actually created by commercial television rather than reflecting what children genuinely want. His evidence? When given true choice, kids increasingly watch content made for broader audiences. His own research revealed young viewers gravitating toward shows like "Heartland" (a Canadian horse ranch drama) because there's "no punching and killing"—not because it was marketed to them as children's programming. "I wonder whether this definition of the kid audience is also a product that we used for media in the commercial television age," Jesse muses, challenging fundamental assumptions about age-appropriate content. The Power of NichesForget mass audiences—Jesse sees the future in passionate, engaged communities around specific interests. His favorite example? Werewolf romance fiction is "killing it" with tens of millions of readers, yet virtually no one is creating werewolf video content. The math is simple: going from broad, low-engagement audiences to narrow, high-engagement niches means higher lifetime value (LTV) per fan. Plus, we're not limited to local markets anymore—you can reach every werewolf romance fan in the world. "The goldfish and the water," Jesse says. "We've been swimming in the world of low-hanging fruit local markets. We're not in local markets now—we're in the world." 5 Key TakeawaysPermission is Dead: You don't need a commissioner's approval to build an audience anymore. Create, test, learn, iterate—then scale.Creators Need Studios (and Vice Versa): Digital creators have audiences but often lack monetization expertise. Traditional media professionals have those skills but need to understand platform-native content.Value Has Shifted: Historical kids' media companies like Nickelodeon made most of their money from licensing and merchandising, not the TV shows themselves. That model still works—just on different platforms.Rethink Your Audience: Age-based demographic targeting may be a...

    55 min

  6. JAN 8

    Kids Media Club: New Year, New Youtube Regulations

    In this episode we discuss the evolving regulatorary landscape around kids content on YouTube and social media. The wild west era of children's content on YouTube appears to be coming to an end. As countries worldwide move toward stricter social media regulations—France announcing September 2026 enforcement, Virginia implementing new protections—YouTube's AI-powered content moderation is creating uncertainty for creators in the kids' space. Key TakeawaysThe Regulatory Shift: After years of minimal oversight, 2026 looks set to bring significant changes to how children's content is managed online. Multiple jurisdictions are finally catching up to long-standing concerns about kids and social media. YouTube's Opaque AI System: YouTube's AI now determines whether content is "suitable" for young audiences, but the decision-making process remains unclear. Creators face potential demonetization or restricted reach without understanding the benchmarks, making commercial viability increasingly risky. The "Social-Only" Gamble: Creators who went all-in on YouTube as their sole platform now face a precarious position. Diversification across multiple platforms—once considered smart strategy—is becoming essential again as the regulatory landscape shifts. BBC's Opportunity: As YouTube becomes a financially high-risk space for quality kids content, publicly funded broadcasters like the BBC have a chance to prove their value. Charter renewal debates may gain new context when commercial platforms struggle to sustainably serve young audiences. Content Duration Concerns: The rise of ultra-short-form content raises questions about optimal viewing lengths for developing brains. Even tech founders are reportedly limiting their own children's screen time—yet clear benchmarks remain elusive. Bottom Line: The permissive era of creators freely making kids' content on YouTube is closing. Welcome to the new regulated reality.

    37 min

  7. JAN 1

    Kids Club Podcast Year in Review: our standout conversations from 2025

    In this special New Year episode of the Kids Club Podcast, we reflect on our favourite Podcast conversations of 2025 and share eight moments that stood out for us from the year. We revisit conversations with industry professionals who share honest insights on being transparent and staying scrappy in tough times. Featured Topics: Building resilience as a content creator in 2026The importance of self-advocacy for aspiring creatorsBreaking through in a competitive creative environmentPractical advice from writers, producers, and industry professionals This year-end episode we highlight key takeaways from guests who opened up about the realities of working in kids media in 2025.

    25 min

  8. 12/18/2025

    🎄 Kids Media Club: Christmas Special 2025

    The team dives into Netflix's Christmas movie dominance, shares heartwarming holiday TV traditions from around the world (including Ireland's legendary Late Late Toy Show), and makes bold predictions for 2026's animation landscape. Spoiler: sequels reign supreme, and Australia's social media ban for kids could reshape the creator economy. Episode Breakdown🎅 Netflix's Christmas Movie EmpireEmily kicks things off celebrating Netflix's "pure and lovely" commitment to churning out Christmas content. This year brought Champagne Problems, My Secret Santa, and Jingle Bell High Speed, with classics like Klaus (Jo's favorite from 2018) getting their annual boost. Key insight: Christmas is genius brand strategy—it's an open-source brand everyone can leverage. Andy points out it's smart business too, giving A-list talent a chance to do "something warmer and family-friendly" while earning sweet residuals that come back every year. Cultural gem alert: Emily introduces the Late Late Toy Show, an Irish institution that's been running longer than US late-night shows. Picture kids staying up past midnight to watch toy reviews, celebrity surprises (Roy Keane hassling kids this year!), and wholesome chaos. It's basically a three-hour commercial that somehow works because it's cultural heritage. 🎬 2026 Animation Predictions The hosts get into crystal ball mode for next year's releases: Andy's calls: Toy Story 5 - Will dominate (though Emily wonders if Lightyear's underwhelming performance signals franchise fatigue)Hoppers (Pixar's robot-consciousness-transfer story) - Will underperform and struggle to cut throughLive-action Moana - Big winner, demonstrating the power of established IP The Illumination juggernaut: Super Mario Galaxy movie + Minions 3 dropping in 2026 could net them $2-3 billion at the box office. Emily notes we're firmly in a "sequel world." The dark horse: Disney's Hex (November 2026) about a teenage boy discovering magical powers. Emily thinks there's appetite for well-executed magic content after Spellbound missed the mark. 📱 The Creator Economy Shake-Up Emily gets passionate about YouTube kids creators needing to "hold their nerve" on streaming deals. The economics have gotten tougher since YouTube's COPPA restrictions five years ago made it harder for mid-tier creators to sustain careers. The Australia wildcard: The social media ban for under-16s could be a game-changer. While challenging for creators, Emily sees it as "tough medicine" that might force better economic models and push creators toward premium streaming deals. YouTube Kids could become more crucial, and platforms like Discord might benefit unexpectedly. Miss Rachel mention: As an example of intentional content strategy—no shorts, calm and steady vibes, less dopamine-focused approach that resonates with parents. 🎤 Wild Cards & Sign-Offs The hosts wrap with a joke about whether the wheels will come off the Kids Media Club podcast itself in 2026 (they won't), and acknowledge it's been "a busy year" with their heads "slightly blown off" by industry moves like Netflix buying Warner Brothers studios. Quotable Moments"Christmas is a brand that nobody owns and everybody can leverage." - Emily on Netflix's strategy "I want 5,000, not a fiver. It's renting the audience I've built." - Jo on creator economics "Sometimes...

    35 min
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Ratings & Reviews

5
out of 5
6 Ratings

About

Kids Media Club Podcast is a podcast hosted by Jo Redfern, Andy Williams, and Emily Horgan. In each episode they chat with a different guest about the world of Kids Media. The podcast covers everything from trends in animation to the rise of Edtech.

Information

  • Creator
    Jo Redfern, Andrew Williams, & Emily Horgan
  • Years Active
    2021 - 2026
  • Episodes
    149
  • Rating
    Explicit
  • Copyright
    © Copyright 2022 Kids Media Club Podcast
  • Show Website
    Kids Media Club Podcast

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