The Insights Family has been praised by digital studio pocket.watch for inspiring a timely innovation.
Pocket.watch has been a client of The Insights Family since 2017 and ongoingly utilises its Kids Insights US research, data and insights.
Since Ryan Kaji made his YouTube debut in 2015, his popularity has continued to grow significantly. According to Kids Insights US data, he is the number number one favourite YouTuber with kids aged 3-5 over the last 12 months. Meanwhile, pocket.watch franchise Love, Diana stars kid-creator Kids Diana Show, the most followed kid on YouTube with 296 million subscribers across her channels and has garnered 173 billion lifetime views.
By using The Insights Family’s portal, pocket.watch was able to identify that not only is the Hispanic population the fastest growing in the US, but Hispanic kids in the US rank Ryan’s World as their number one favourite YouTuber, and are 3x more likely than average to favour Love, Diana, showing synergy between their audiences and an increasing appetite for kid influencer led content within the demographic.
The intelligence led pocket.watch to partner with Cameo Kids to develop the first Spanish/dual-language character, Red Titan from Ryan’s World, available through the innovative use of AI voice technology.
Knowing the deep affinity of the fast growing Spanish speaking audience, pocket.watch sought new distribution for Love, Diana and Ryan’s World Spanish-language episodes with leading industry platforms Canela Kids, ViX, and Roku.
“Pocket.watch’s goal is to bring kids more of what they love, everywhere they are going,” commented Amanda Klecker, svp marketing and franchise at pocket.watch. “A better understanding of our audience has enabled us to identify industry-first innovations for our global franchises, making our content and experiences more accessible to more kids.”
Nick Richardson, founder at The Insights Family, continued: “We are always delighted, proud, and humbled to hear of our clients’ success stories of how they use our data to inform their future strategies. Our class-of-one data is unique in its ability to understand who specifically your (and your competitors) audience actually is.
“Once you understand that, all of the other decisions you make become easier and significantly more likely to be sound decisions, which will be beneficial to your organisation, your clients and partners.”
You can download the report into The Insight Family’s collaboration with pocket.watch by clicking here.