The Most Important Chart in Kids Streaming Right Now
A few weeks ago, we had Jasmine Dawson, SVP of Digital for BBC Studios, on the Kids Media Club Podcast. We were talking Bluey. Jasmine was awesome, deep, generous with insights, and brought a ton of background on how the franchise built digital fandom right from the start. I’m not surprised that our friends Marion Ranchet and Evan Shapiro at The Media Odyssey lined her up for Cannes and am super excited to hear more from that chat. Any chance of an exclusive first listen, guys?
The history of Bluey is long. I’ve written a thesis amount of wordcount at this stage on how the show has grown from its origins. There’s a great accompanying chart to all the background, in fact. One of my favorites (because that’s the kind of person I am, I have favorite charts). But I also think it’s the most important data chart in kids streaming right now—and here’s why.
Bluey Wasn’t Built in a Day. Bluey wasn’t built in 28 days. Bluey was built through a multi-year, multi-platform strategy that flowed between linear and streaming and YouTube and social and more.
Someone once asked me whether I thought Bluey would be in the same position today if Netflix had picked it up. I don’t think it would be. In 2021 the bubble was bursting on the streaming boom. In early 2022 came Netflix’s wobbly moment. Noses were blooded for series cancellations and boy, did they come for Netflix kids series. It’s hard to imagine Bluey would have survived the cull given its modest build.
